World Duty Free takes to the big screen at Heathrow T5

Andrew Pentol

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Brands at the duty-free retailer’s flagship terminal five store will be promoted on the big screen

World Duty Free has signed an agreement with Sony Professional Services Europe to install a big display wall in its flagship store at London Heathrow airport terminal five, due to open in March.

The wall, which will measure 7m x 4m and comprises 24 x 40 high-definition Sony LCD screens, will create the equivalent of a large high-resolution display.

Brands using the wall will benefit from real-time management and the display at the shop entrance will ensure content reaches up to 70% of the 30m passengers travelling through the terminal each year.

The images can be stretched across a combination of screens or displayed individually if needed. Sony will also install a variety of digital displays across five of the new terminal’s seven World Duty Free stores.

World Duty Free managing director Mark Riches said: “The wall will play a big part in achieving our goal of positioning World Duty Free at T5 as the UK’s most experimental multimedia advertising company outside London’s Leicester Square. The real-time management of the display will provide a unique opportunity for brands to display still or moving images to a captive audience of their key demographic. Such an adaptable display will not only communicate our compelling mix of world-class brands and great promotions, but will help to ensure that no two visits to World Duty Free stores in T5 are the same.”