Tension fabric LED light boxes steer customers in the right direction

Various large format tension fabric LED light boxes were manufactured and installed at Inchcape West London Volkswagen in Brentford; Volkswagen’s largest UK car showroom and new flagship dealership.

W&Co was approached by branding experts, Integrity, to help design and manufacture a series of LED light boxes to create a fully illuminated feature wall in the main reception and illuminated way finding signage.

The impressive illuminated feature wall constructed from numerous large format fabric face LED light boxes which are fitted around a central doorway and a nine screen video wall as well as wrapping around a corner at one end.

W&Co worked closely with Integrity, both the site contractors and AV suppliers to ensure a well coordinated effort to complete this striking and high quality light box installation.

The majority of the light boxes that make up the wall have been covered with plain white backlit tension fabric whilst some of the larger areas have been digitally printed with images and information on historical VW models from 1945 to present day.

To accompany the main feature light box W&Co has supplied a 7m long, double sided tension fabric light box to act as way finding signage for customers across the 4 floor showroom, which was fixed to the ceiling for maximum visibility as soon as you enter the dealership.

W&Co was also asked to design and develop ceiling hanging tension fabric LED light boxes to go above the cars in other VW showrooms. This square shaped, multi-faced, feature lighting unit is essentially four double sided light boxes neatly connected together with mitre joins to create rectangular highlighters above new key VW models on display. 

Previously W&Co has supplied ground fixed outdoor advertising LED light boxes for Volkswagen to illuminate promotional posters close to the roadside.

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Digital signage or printed signage? We explore the merits of both.

W&Co believes that digital signage is better for captive audiences and static printed signage for the passersby and a combination of both is likely the most effective form of advertising overall.

While each has their own benefits, there is a case for using digital signage and static printed signage as proven to W&Co Displays and Signs by many of their own customers, including: Volkswagen, Infiniti and Lewisham & Greenwich NHS Trust.

In support of the case for static printed signage for quick passing trade, Volkswagen Canterbury made the decision to swap their freestanding digital signage for a static illuminated graphic display after their moving digital roadside promotions were not being noticed by members of the public in quick moving traffic. Whereas Lewisham & Greenwich NHS Trust upgraded their waiting rooms from printed static signage by installing digital signage screens which allowed the hospital to maximise limited advertising space and update their information in real time to captive audience of waiting patients.

Most recently, Infiniti demonstrated just how effective digital signage and static signage can be when used together at concession stands in shopping malls around the UK which acted as pop-up car showrooms. Freestanding digital signage screens were supplied to Infiniti to enable them to display attention-grabbing digital advertising videos alongside a static sign displaying the company’s logo and name which was great for constant brand presence.

So essentially the printed signage with a brand name and single promotional message helped draw people onto the stands and the digital signage screens filled in the finer details of the car’s features.

Therefore, while digital signage and printed signage have their own individual benefits a clever usage of both in a coordinated advertising strategy offers the best results.