Digital Display - Bringing retailer and brand together in Selfrdges by L'Oréal UK & Ireland

Key presentation points: 

• Rehink how digital branding has a place in a luxury department store.
• Give the brand the mechanisms to deliver but the retailer control and consistency.
• Discover how a brand can use digital to gain cut through in a competitive space.

The presentation covers a digital screen roll-out project in the luxury beauty hall in Selfridges London, a space with many brands and identities fighting for the shoppers’ attention.

Pixel Inspiration were given initial architectural designs from Selfridges which included a perimeter wall and a midfloor pillar unit. Different technical solutions were considered, which included learnings from past projects, with the final selection being large LED panels that wrapped around the corner of a display. These were prototyped at head office for key decision makers to review so production could start.

The screen content needed to be adaptable by individual brands and synchronised in many cases. This was managed by SCALA software meaning that content could be managed across all displays, mass uploaded (or deactivated), takeovers scheduled, and reporting provided where needed.

Significant project management was needed to ensure the retailer, different brands, and the installation of the project ran smoothly.

L'Oréal finished the presentation by explaining how the digital screen network ensures they can instantly update content across their extensive network of over 1,000 stores simultaneously - minimising costs and time delays by reducing reliance on traditional lightboxes.

Presented by Natalie Woodall, Commercial Director at Pixel Inspiration and Steven Palanee, Head of Retail Design at L'Oréal UK & Ireland at the POPAI Retail Marketing Conference in London on 27th February 2025.