As part of the extensive refurbishment of Shopping Center St. Jakob-Park in Basel, the visitor communication was comprehensively modernised. Together with the Architectural firm “Luca Selva Architekt:innen”, echion Communication (Schweiz) AG implemented a digital signage solution that guides visitors from the parking garage into the shopping mall while enabling centralised content management across all displays.
Digital Communication Along the Customer Journey
Visitors are welcomed by digital communication touchpoints from the moment they leave the parking area and make their way into the shopping centre. Several wall-mounted displays positioned along the escalators provide information about current promotions, events and special offers.
At the heart of the shopping centre, a large-format LED video wall creates a strong visual impact, making content visible from a considerable distance and attracting visitors’ attention.
Throughout the mall, additional digital displays have been strategically positioned along the main customer walkways. Multiple digital signage totems located near the escalators and in central areas create further communication touchpoints, ensuring consistent messaging throughout the shopping centre.
In front of the main entrance, an outdoor LED video wall completes the concept by communicating important information even before visitors enter the building. With a brightness of 5,000 cd/m², content remains clearly visible even in direct daylight. A specially designed protective system, similar to those used for LED perimeter boards in sports venues, ensures exceptional durability and resistance to external influences.
Centralised Content Management for Modern Shopping Centre Communication
The new solution replaces the shopping centre’s former static communication with centrally managed digital content. Promotions, events, visitor information and advertising campaigns can now be managed centrally and updated across all displays within minutes. This significantly reduces printing and production costs while ensuring that all content remains up to date at all times.
At the same time, visitors benefit from improved orientation throughout the shopping centre. Retailers gain additional opportunities to showcase their offers in high-visibility locations and take advantage of customer traffic along the main walkways. This creates new cross-selling opportunities while establishing a consistent and modern communication experience across all digital touchpoints.
The underlying infrastructure also allows individual displays to be managed independently, providing the flexibility to implement targeted communication concepts for different areas of the shopping centre.
Hardware
- 2 single-sided digital signage totems (55″)
- 5 double-sided digital signage totems (55″)
- 4 Samsung screens (75″)
- 1 indoor LED video wall (6 m²)
- 1 outdoor LED video wall (6 m²)
- 18 Android media players
Customers voice
„Switching to digital screens has been a real advantage for us. We are significantly more flexible when publishing content, save production costs and benefit from extremely short lead times. The outstanding colour brilliance immediately catches the eye and creates attention. Working with echion has been professional, reliable and truly collaborative throughout the entire project.“
Carla Paolucci
Head of Marketing, Shopping Center St. Jakob-Park
Wincasa AG