Weight was the challenge that had to be faced when designing a solution for the recently renovated Charlestown Square Shopping Center in Newcastle, New South Wales. Dwight Hodgetts, The GPT Group’s Charlestown Square general manager, knew that the digital display created for the space would have to work without requiring expensive structural work on the existing roof.
“Our previous experience with NanoLumens and Digital Place Solutions gave us great confidence that the design created for Charlestown Square would be creative and effective without exceeding our structural weight limits,” Hodgetts says. “As the owner of leading retail shopping centers across Australia, The GPT Group has to be able to upgrade its engagement platforms without incurring significant structural upgrade costs. NanoLumens and DPS have proven to be extremely effective in meeting this mandate.”
According to DPS director Gerry Thorley, the existing roof structure of the Charleston Square center required the team to design and engineer a rotating solution that would weigh less than 2,204 pounds, so that it could be suspended from the existing ceiling of the shopping center’s main glass atrium.
“Working with Salt Lake City, Utah-based Dynapac Rotating, we succeeded in going far beyond what the weight limit would allow,” Thorley says. “We created an integrated rotating digital display that weighs a total of only 650kg, or 1,433 pounds. It’s a solution that is 50 percent lighter than similarly configured conventional solutions, creates a larger display surface area for sponsor messaging, and is three-times thinner than a traditional solution.”
The result is the first NanoLumens rotating system to be installed anywhere in the world. It is comprised of a double-sided 4MM portrait-format display measuring 8’ x 14’ that is discretely coupled directly to the top of the rotator. In order to ensure a seamless fit, the newly developed Dynapac rotator was shipped to the NanoLumens design center in Georgia and the LED display was designed and engineered specifically for the rotator.
“We had three very specific needs that had to be addressed with this solution,” Thorley says. “The existing roof structure, the need for a rotator, and the need for a suspended design required us to completely re-think the conventional wisdom about weight and rotator integration. Many other customers are now going to benefit from what we achieved for this project.”
From a consumer perspective, the result is even more stunning, according to The GPT Group’s Hodgetts. “The combination of the lightweight NanoLumens technology and the new Dynapac design means that our needs were met, the existing roof is not under any additional stress, and, because the cables are very fine, the display appears to be literally hovering in the atrium,” Hodgetts says. “The display’s larger surface area stops shoppers in their tracks, allowing our sponsor messages to be better seen and retained, all while providing a major visual update to the newly renovated shopping center.”
The world’s first rotating NanoLumens LED display was installed and fully operational for the July 14, 2016 opening of the center’s first H&M store, located directly adjacent to the new display. According to NanoLumens vice president of strategic accounts, Almir DeCarvalho, “We approach every project from the perspective of each client’s unique needs. The Charlestown Square rotating display demonstrates how NanoLumens works with its partners to redefine conventional wisdom. For Charlestown Square, we created a next-generation integrated display/rotator solution that is significantly lighter than anything else currently available on the market. I am sure that this achievement will benefit other NanoLumens customers around the world.”