World Duty Free unveils Art Wall

Nicole Mezzasalma

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The 4x8m structure will show advertising, big events and highlights from the international catwalks

World Duty Free (WDF) has unveiled the centrepiece of its largest store at London Heathrow airport terminal five, the Art Wall. The 4x8m structure was created by HoloVis International in collaboration with Sony Professional Services Europe and features 48 high-definition screens set in a brushed aluminium frame.

The Art Wall will be used to show advertising campaigns, highlights from the international catwalks and big events such as sports matches and music concerts. Bacardi Global Travel Retail has booked the structure to feature its Bombay Sapphire gin on March 27, when the terminal opens.

WDF managing director Mark Riches said: “The Art Wall will play a large part in achieving our goal of positioning WDF in T5 as the UK’s most experiential multimedia advertising opportunity outside Leicester Square. The management of the Wall’s content in real time will provide a unique opportunity for brands to display still or moving images directly to an audience consisting almost entirely of their target demographic. Our key goal is to ensure that no two visits to the WDF stores in T5 are ever the same. The adaptability of the Art Wall, a work of art in itself, will not only help us to achieve this but will also help us to communicate our compelling mix of world-class brands and great promotions to our passengers.”

Bacardi Global Travel Retail global marketing director Gary Chau added: “We are excited to work with WDF on the Art Wall. Both brands are exceptionally aligned with respect to innovative premium shopper-focused experiences. The Art Wall exceeds our expectations as it is part of a holistic programme that helps us build the world of Bombay Sapphire.”