More DS for Westfield London

Ocean Outdoor has completed the next phase of their project at Westfield London with the installation of two further screens over the dual carriageway close to Westfield, which forms a busy link between Clapham and White City.

The exterior media specialist has already installed three Lighthouse LEDs on the nearby roundabout earlier this year.

The new screens, comprising of 10 x 4 panels each measuring 10.2 x 3 metres, have been installed with one facing northbound and the other southbound. The screens are contolled by Lighthouse LIP-DX processors with Scala media players supplied by Beyond Digital. Content is remotely controlled over a 3G network.

This is one of the first LED screen installations over a major road in the UK. Lighthouse had to build the screens within the mounting frames off site and put the whole installation into position during overnight road closures.

“As it’s such a busy route, we installed the screens overnight, so everything had to be prepared as much as possible in advance,” says Tim Parry at Lighthouse’s UK and northern Europe office.

“So, when Ocean was contracted to provide the screens over the A3220, we moved quickly to supply further displays which we are sure will be equally as successful, especially as there is a huge captive market of passing motorists and they are possibly the first ever LED advertising screens to be mounted over a dual carriageway in the UK.”

The screens and content have been carefully set up to ensure that, when traffic is heavy, drivers can see the fine detail, but when traffic is moving the message will still reach them even in a shorter period of time. Furthermore, the content must also not distract drivers from the vital business of looking at the road.