Tunnel Led on Printemps in Paris


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The Rive Gauche store network is one of the largest federal perfume and cosmetics store networks which has been present at the market since 1995. The name of Rive Gauche is translated from French as “left bank” which is the famous fashionable quarter in Paris. Today, the company numbers over 200 stores around Russia.

Rive Gauche is a famous Russian cosmetic retailer, they are located in most bigger cities of Russia including St. Petersburg, Moscow,

Novosibirsk, Yekaterinburg , Samara, Sotchi, Nizhny, Novogorod, Kazan, Chelyabinsk, Omsk and others

The average shop size is 200-5000 m 2, They stock a diverse range of perfumes and cosmetics from luxury brands to mass-market products.

They now offer a range of products and services from perfumery, makeup, organic products, skin and hair care.

Context / environment

Street Co’s LED engineers and designers have been contacted by Claudine Leroch, official architect for the biggest retail shop projects of the brand Rive gauche for consultation for the new flagship store in Saint Petersburg.

The client shared some CAD drawings of the floor plan. The main objective

was to indicate to future shop’s customers that the first floor also proposes a lot of exciting products.

Rive Gauche has insisted on adding a futuristic and digital element to the escalator corridor to drive traffic upstairs.

This project was part of a global renovation of most shops in Saint Petersburg from Rive Gauche. This particular one was located in the famous shopping mall: Galeria shopping mall Ligovsky Ave, 30А, St Petersburg, Russie, 191040

This project was part of a global renovation of most shops in Saint Petersburg from Rive Gauche. This particular one was located in the famous shopping mall: Galeria shopping mall Ligovsky Ave, 30А, St Petersburg, Russie, 191040

The architectural team of Rive Gauche were after suggestions of design options in the shop using our products and technologies, they were open to receive some advice and design proposals. They clearly wanted proof that our designs were better than anything else they had been thinking of before. However, their vision was clear, by opening this shop they wanted to become the most advanced yet stylish and digital-oriented cosmetic shop out there.

With a team of very customer-driven architects, we to propose LED displays that would not only seduce art-oriented customers but also fill in an ROI and sales targets.

They also wanted to set themselves apart from pre-existing shops on the market and especially to differentiate themselves from their main competitor right next door.

Client objective:

  • Create a great shopping experience
  • Create a ‘Feel at home’ atmosphere’
  • Increase the time customers are spending in the shop
  • Increase the average spent by the customers (Maybe on particular products)
  • Make a return on investment

After a few brainstorming meetings, Street co has proposed a dozen options to decorate the space with digital tunnel arch LED screens.


The escalator is a key part of the shop as it was the only way to reach the first floor. So all customers who will be going upstairs would have to pass through this escalator corridor.

The LED arch display screen would have to comply with every regulation to

leave enough space for people to travel through the escalator. It was also important to not have the feeling of passing through a space that is too enclosed or cluttered.

We understood the limitations and challenges of the environment and our team worked out several options that took that into account.

We teamed up with our prefered architect consultant Arthur Mamou Mani to propose 3D visually attractive options of LED display tunnel arch throughout the escalator corridor.

Options included Palm covering, rings etc.

Arthur is used to our products so he has designed he knew exactly how to reduce or add product specifications that impact on the budget.

To feature the main concrete column right at the entrance of the shop, we proposed to Rive Gauche architects and Claudine Leroch the option of using flexible and curved LED screens.

We have started with:

  • Consultation / Brainstorming in collaboration with Mamou mani to find the best-suited hardware that fit both budget and end-customer requirements with several options as mentioned above
  • Price matric showing: Pitch, Resolution, diameters options, quantity, Price and result
  • Proposing 3D visualisation of the final result on the staircase
  • Creating a full ring section prototype to ensure we have taken into account all potential challenges
  • Detail execution plan with AutoCAD and DWG drawings
  • Team up with metal fabricator of LED cylinders to enable a turnkey solution
  • Engineering of the installation
  • Logistic, transportation and planning
  • On-Site installation
  • Programming

This project has a 3 years free warranty under Street Co’s warranty program.

Diagram showing the signal of the column cylinder LED screen with the resolution and the control system diagram.

The screen is run on 12 electrical circuits to power the LED floor tiles in order to avoid a complete blackout if the power were to be cut. Each line hold 4 section LED screens and maximum consumption is 15,1KW. This diagram is for reference to know how the power is being connected. All cables are labelled and directly connected to the control room.


Materials & laboUr

Specification of Flex Module Indoor LED Screen:

  • Cylinder led ring display: Length: 1900mm x Height: 31500mm
  • Pitch: 4.8mm
  • Flex Module Indoor LED Screen
  • LED lamp: SMD2121 Nationstar
  • leds Module size: 230x192mm
  • Module Quantity: 480pcs
  • Screen size: 21.197 sqm
  • Resolution: 40,698dots
  • Average Consumption: 5511W, Max Consumption: 16958W
  • Brightness: 1200 – 1500 nits
  • Power Supply (POWERLD): CE/UL approved, fan-less, noise-free
  • Driving IC: Taiwan MY9269
  • refresh rate 3000HZ
  • 16bits grayscale All with FPCB board
  • We used 14 circuits lines
  • 2 Signal input One working as back up and one as the main signal
  • The control system uses a Novastar Mctrl VX4s
  • LED Model Goldenwire
  • 920k px

The following steps took place:

a. Design construction plans of the product and installation system/solution. Our team of LED product design, designer and engineer will come up with stability calculation, 3D model and execution drawings and few safe and convenient options based on the ceiling structure your team have shared with us – That will be shared on commissioning. This step has already started.

b. Design of the fixation solution system It will take into account the weight of the LED and the capability of each beam structure without drilling on the concrete columns

c. LED modules manufacturing. The modules will be specifically designed and manufactured for the required environment.

d. Pre-assembly of LED modules at the warehouse

e. Test in warehouse

f. Product and solution adjustment if necessary

g. Production and manufacturing

h. Transport and delivery onsite

i. On-site installation

j. Video signal test

k. Content management & broadcasting test onsite

l. Training for maintenance

m. Training for display

We took 6 days to install the screen and the support structure with a crew of 6 staff.


We ran into a number of challenges:

  1. Installation: each module were 230x192mm and we had to cover 22sqm so it was a labour-intensive and time-consuming job.

  2. The LED column display was part of a few other display in the

3. newly created shop so the control system was complex but we managed to simplify it and run all screen through one control computer.

4. The sample we initially made help a lot for the onsite assembling.


The shape of the screen conveys a brilliant artistic touch in the flagship store.

The arch LED led display fits perfectly in the space and compliments the products – The video content displays a lot of colour and details which help contribute to the young and dynamic image the Rive gauche has today.

The light and video of the LED display attracts more footfall upstairs and helps to increase sales to the brands and product on the first floor.

This screen is not used to advertise products but to embellish the branding.


  • Engineering CAD / 3D / Grasshopper /
  • Installation
  • Video/interactif content creation
  • Interior Design
  • Technology System Design
  • Revenue & Sales Strategy
  • User Experience
  • Prototyping


  • Date: 2016

  • Location: Galeria mall, St Petersburg, Russia

  • Status: COMPLETED

  • Client: Rive gauche

  • Team: Mamou-Mani – Rema design – Street Co’ Paris + Shenzhen offices

3d Design


fixation system

diagrame connexion

Engineering + INSTALLATION


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