News

Sprint Studio built around digital signage

June 25, 2008

LEXINGTON, Ky. — Hammond Communications Group, a supplier of turnkey digital signage solutions, and Sprint recently debuted the Sprint Studio in Kansas City. Totaling 5,500 sq. feet, the new facility is a high-tech showcase for the latest in retail design and digital signage technology.

During triggered events, which are scheduled to occur randomly around the top of every hour, the digital signage system performs a "Grand Moment" by lowering the ambient light and audio in the entire store and playing synchronized video, audio and special effects lighting. During a Grand Moment, a single message comprised of 17 HD videos and five audio sources (one for each zone) is split and synchronized on 17 displays, with each of the five zones playing audio relative to its part of the Grand Moment.

"Firing 17 HD videos running within five separate playlists, each being over 4,000 pixels wide per zone, requires a great deal of sophisticated programming," said Craig Miller, Hammond's vice president of interactive media. "Our customers are demanding more from digital signage than just animated content on a single display. Custom programming, like that performed for Sprint, will be the rule rather than the exception as we move forward."

The magic behind the Grand Moment can be found in the custom HD transcoding, scripting and central content manager configuration performed by Hammond, as well as the custom programming created by Scala. These items allow the central Content Manager to control, not only the Media Players, but also external environmental control devices which when used together allow for synchronized audio, video and lighting.

Conceptualizing a revolutionary retail space may look good on paper, but poses real challenges during implementation. Hammond, in conjunction with Scala, CTI and IBM, began by consulting on system design, specifications and content protocol. This process was critical in not only designing a system that would facilitate the needs of Sprint, but also in communicating the capabilities of all parties involved such as advertising agencies and retail design teams.

Taking the concept from paper to implementation, Hammond's role included configuring the digital signage network (including configuration that scripts to be triggered by outside applications), transcoding and incorporating close to 100 HD videos, as well as aiding in the installation and testing process. In addition to the wall-mounted LCD monitors, the Sprint Studio Digital Signage system includes a display and kiosk for "Sprint TV" and "Sprint Navigation" zones.

"We are excited to be a part of this ground breaking project," said Dean Reverman, director of business development for Hammond. "Digital signage continues to offer retailers unique opportunities for in-store communications and customer experience. Projects like the Sprint Studio confirm the importance of digital signage for retailers today."