Esprit Digital has installed Europe's largest videowall as part of a deployment of more than 350 digital screens at Westfield Stratford City, reports Scala. The five-tonne, 102-screen double-sided wall is 'probably' the largest in the world, Scala adds.

The full installation also includes twelve double-sided wafers, four 55" (1.4m) wall-mounted digital posters, ten twelve-screen bulkhead videowalls above each of the main concourses, a five-by-five array at Vue Cinema and two 27-screen walls mounted one above the other outside Marks and Spencer. The predominantly Samsung screens are used to display marketing and centre information.

"The on-going inclusion of digital signage is now seen as a fundamental component of shopping centre operations and is vital in enhancing the shopper’s customer experience by educating them on product offerings, brand awareness and reinforcing a positive shopping experience at the mall," says Westfield marketing general manager Myf Ryan.

"The ambition for the digital communications at Westfield Stratford is as yet unmatched in other European shopping centres but we expect that everyone else will be raising their game to challenge this massively impressive implementation by Esprit Digital," adds Damon Crowhurst, senior director at Scala EMEA.