Maybe it’s just the old ops guy in me, but I see installations like this impressive one in Melbourne, Australia, and feel relieved when I notice someone had the smarts or hard-learned experience to scheme in a kick-rail system on the walkway, so roller bags don’t shred the bottom part of the LED video walls.
This is a Digital Walkway just switched on by the Australian company OOHMedia at Tullamarine Airport, a winding, floor-to-ceiling LED wall that stretches over 66 meters and is more than 2.25 meters high. It welcomes arriving international passengers and, of course, funnels them through a duty-free shop.
“The sheer scale of the digital experience at Melbourne Airport makes this location the perfect canvas for brands to make a positive first impression with international visitors and Aussies returning home,” says Paul Sigaloff, CRO for OOHMedia.
A LOT of the newer video wall products available now ship with special coatings that offer some protection against inadvertent damage, but a simple, relatively low-cost kick-rail system like this keeps roller bags scraping the displays as someone tries to squeeze and race by to make a connection.
I don’t personally think I’d be delighted by a giant set of digital billboards greeting my jet-lagged eyes after I stumble off a many-hours flight across the Pacific, but that’s kinda what airports do these days as they monetize the facilities beyond service fees and retail/food service leases.