content to be tailored to the time of day or any special offers happening, with zero waste or additional cost.” Signbox has worked in signage solutions for the past 27 years, working with some of the world’s biggest brands to deliver architectural signage, wayfinding, and branding. Digital screens and technology offer a lot of exclusive benefits that change or impact the look of a location or project. Interactive screens have been embraced in the likes of restaurants and public spaces in order to replicate the ease of a mobile phone. Martijn Van der Woude, vice president of global business development and marketing at PPDS, has seen firsthand the impact digital displays have had on retail. “One of the biggest adopters, as you would guess, is in retail, from the high street to supermarkets and showrooms, and public space environments. “Whether it’s digital signage, giant dvLED walls, or interactive displays, these solutions are being used to create entirely new, more personable shopping experiences, often even before entering the store, with displays helping retailers to gain a competitive edge and to stand out from the crowd.” Signbox has also seen increased demand for bigger and more impactful digital solutions, with large-format LCD video walls becoming popular for external and internal use. “Some of our most popular products include our ultra-high brightness screens that boast a 2,500 cd/m2 brightness (up to 10x brighter than a domestic TV),” says Gray, adding: “These are perfect for any area that receives a lot of sunlight such as shop windows. ▲ In order to attract more customers to stores retail stores have embraced digital signage to bring shop floors to life It won’t replace traditional signage and printed graphics but it will become more prevalent so it’s important to work alongside it textiles, to replace more traditional wall graphics and friezes. They’re easier to install and replace than panels, plus there are no joins in the graphic. This also gives the extra added advantage of being able to back illuminate them. Then we can play around with different layers of ink to block out certain sections of the image or colour enhance the graphic to give a better depth of colour. We’re also seeing our clients producing a lot more LED neon signs.” While digital solutions have often been relegated to the advertising and out-ofhome (OOH) spaces, Spencer says that signage companies should not be scared to embrace digital technology, especially as prices have reduced and pathways have become clearer. “It won’t replace traditional signage and printed graphics but will become more prevalent so it’s important to work alongside it.” Designer for brand and innovation at Signbox, Sarah Gray, agrees noting the marked increase in digital solutions seen at Signbox, and the want from customers for a bigger variety of products. Gray says: “The great benefit of digital is the ability to keep content bang up to date, at the click of a finger. A chain of restaurants for example can change the menu or advert on every screen installed across every chain, in seconds. Allowing 60 www.signlink.co.uk Issue 245 - April / May 2023 TASTE FOR SUCCESS / DIGITAL AND INTERACTIVE SIGNAGE
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