Printemps is one of the biggest department stores in France.
Apart from the Eiffel Tower, another iconic name that resonates with France or the French for that matter is the French Department store chain, Printemps.
Over the years Printemps has played a unique role in the evolution of retail store trends for numerous reasons. Among these reasons include the strategic marketing tactic employed by the store to use ‘economies of scale’ in order to bring high-end goods to the French middle class, which was rapidly growing during that time.
Another unique factor about this store is their boldness towards adding elements of creative nature for aesthetic purposes within its walls simply because it made people feel good to just visit the store even if they did not intend to buy anything. This tradition of making the store itself an attraction has been kept alive and over the years it has been a driving factor behind bold façade redesigns, unique architecture and walls adorned with unique and exclusive artwork.
3 D VIDEO MOCKUP
Context / environment
Street Co’s LED engineers and designers have been contacted by Printemp’s architectural team to help redesign the staircase that leads from ground floor to first floor.
This project was part of a global renovation of Printemps located in the famous shopping mall of Carrousel du Louvres.
The architectural team of Printemps knew exactly what impact they wanted to get from their customers. Their team were very customer-driven and wanted to get the best out of every single inch of this historical building.
The challenge they were facing was lack of footfall on the first floor, therefore their objective was to increase footfall on the first floor of the building in order to unlock more sales for the product displayed on R+1: watches, jewellery, suitcases.
The question then was how to increase and retain footfall upstairs?
One of the options proposed by our team was to use a new LED staircase with an LED display pixel pitch to advertise products from R1 on the ground floor so customers could see exactly what is available upstairs.
Having that in mind, the LED stair resolution becomes very important as the objective is to display expensive detail-oriented products.
The project first started with a preliminary concept design where we proposed different options with:
- Module dimension and sizings
- Comparison with different technical LED specification
- Cabinet / structure size
- Modules résolution
- Structure size
- Structure resolution
- Weight and delivery
Street Co’ has provided the full turn-key solution and also teamed up with Chauvin Metal which is specialised in structural integration to rebuild the metal case structure of the LED staircase.
We started by:
- Consultation / Brainstorming to find the best-suited hardware that fit both budget and end-customer requirements with several options as mentioned above
- Proposing 3D visualisation of the final result on the staircase
- Creating a full step section prototype to ensure we have taken into account all potential challenges
- Proposed sizing/budget/resolution options for the customer to choose from
- Detail execution plan with AutoCAD and DWG drawings
- Teaming up with metal staircase fabricators to enable a turnkey solution
Pixel pitch and viewing distance is a balance that is critical for creating the perfect visual displays, nevertheless, this factor is very much dependent on budgets. Having higher pixel pitch sizes would be cheaper, but it would also make visuals look uninteresting due to graininess (low resolution) and whilst small pixel sizes give higher resolution they also cost much more. Street Communication installed LED displays that had pitch 2.6 mm for the staircase at Printemps which was perfect for viewing from close distances. The creativeness of the visuals or graphics displays that were projected on the well-designed LED stairs did the rest of the work.
Other elements apart from the 2.6 mm pixel pitch that also played a role included the flexibility of the LED displays used, the video controllers and the sheer robustness of the cabinets (Created by Chauvin Metal’ team that encapsulated the screens fitted on the staircase. Among the reasons behind the popularity of LED displays is their flexibility, LEDs are so flexible that the screens could be fitted into any given space regardless of the size or the shape of the area, which was, of course, a critical success factor for the project.
The video controller unit used by Street Communication also played an integral role in ensuring that the visuals that appeared on the LED display screens appeared smooth in transition and projected without ‘flicker issues’. The robustness of these screens (could you imagine walking on your flat-screen TV), was undoubtedly also important and to accomplish this, the technicians used special cabinets or ‘housings’ that were built to withstand wear and tear and keep the LED displays safe for a substantial amount of time.
- Engineering of the installation
- Logistic, transportation and planning
- On-Site installation
- Developing bespoke content for Printemps
This project has a 3 years free warranty under Street Co’s warranty program.
Street Co also delivers a power and signal diagram and coordinates with local electrical contractors.
Diagram showing the cabling system for powering the circuit and the signal of the floor interactive screen.
The screen is powered by 7 electrical circuits and 168 modules in order to avoid a complete blackout if the power were to be cut. Each line holds 14 LED panels and maximum consumption is 6,6KW. 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
Here are the technical specification proposed for this project:
- Pixel pitch: 2.6
- LED configuration: 1R1G1B
- Brightness: ≥1200cd/sqm
- Module size: 250(W)×125(H)×13.5(D)mm
- Module resolution: W96 x H48
- Complete step size: 1750mm x 125mm x 75mm
- Total sqm: 7.5
- 7 panels aligned per row
- 2 power supply, one receiving card per row
- 24 steps in total
- Cabinet resolution: W672 x H48 px
- Total screen resolution: W1152 x 672 px
- Cabinet weight kg/pcs: 25 kg/sqm
- Power consumption (Max/Avg W/m2): Max : 960 W/sqm – Average : 320 W/sqm
- Grayscale (Bit): 16
- Refresh rate (Hz): ≥3840Hz
- IP rating (Front/Rear): IP31 / IP31
- Viewing angle (H/V): 160° / 160°
Designing an LED display for an existing staircase can be very challenging if we want to run everything properly here is a non-exhaustive list of what we ran into during this project:
- Design the product that will fit the height of each step.
- Running cables across each step, considering it’s a concrete staircase.
- Protech the LED stair display against vandalism and enable sufficient airflow for heat dissipation.
- Designing a box that is robust enough to be stepped onto and aesthetically well-integrated with the existing staircase.
- Mapping module per module.
Having this LED staircase adds a refreshingly new digital and futuristic touch to Printemps du Louvres. It helps to show the cutting edge they always have. On top of that The LED display stairs help increase the sales of all brands on the first floor.
- Engineering CAD / 3D / Grassauper / Solid works
Video/interactif content creation
- Interior Design
- Technology System Design
- Revenue & Sales Strategy
- User Experience
Location: PARIS, FRANCE
Team: Mamou-Mani – Street Co’ Paris + shenzhen offices