Sony and digital signage provider xplace are supporting the ‘Zukunftsraum’ (Future Space) concept shop in Kiel, Germany, with their display and retail signage expertise. The Zukunftsraum is a pilot project by Kiel-Marketing that is subsidised by federal funds, offering traditional, bricks-and-mortar retailers a practical platform for digitalisation. Helly Hansen is using the concept and the digital infrastructure for a pop-up store – the international outdoor and sailing brand’s first own store in Germany.
Sony is equipping the 220 square meter pop-up store with eleven Sony BRAVIA Professional Displays, including the 98-inch flagship model FW-98BZ53L.
Sony partner xplace installed the BRAVIA Professional Displays in the concept shop and used BEECEEN, its own content management system (CMS) for digital signage, on the displays in the sales area. Sensor-based solutions such as Lift & Learn or Place & Learn technologies are also used. The displays build a visual and interactive bridge between analogue and digital retail worlds, convey brand messages and offer customers real support in the shop when making a purchase decision.
The challenge
The city of Kiel wanted to know exactly: What role does digitalization play in brick-and-mortar retail, and how can it directly influence the shopping experience in a positive way? What does the near future of smart shopping look like in concrete terms?
220 square meters of retail space in a central location in downtown Kiel were quickly transformed into a testing ground and experience zone for forward-looking shop concepts. Information transfer and brand building using digital signage technology play a central role in this.
The solution
Eleven Sony BRAVIA 4K Professional Displays form the basis for a glimpse into the future of retail and the role of digital signage. The Sony displays range from 43 to 98 inches, namely: five FW-43BZ30L (43 inches), four FW-50BZ30L (50 inches), one FE-55BZ40L (55 inches) and one FW-98BZ53L (98 inches). While the 43, 50 and 98-inch displays are controlled and operated via the xplace CMS BEECEEN, the four 50-inch displays are connected to sensor- and RFID-supported information systems. Two displays are positioned back-to-back, each offering two Lift & Learn and two Place & Learn areas, thus providing space for interactive customer information.
Deep black and glare-free
Sony uses it‘s Deep Black Non-Glare coating technology in its BRAVIA BZ53L and BZ40L series. Deep Black Non-Glare works by using two technologies: an anti-glare coating (AG) and a low reflection surface (LR). This allows the BRAVIA FW-55BZ40L Professional Display display, for example, to achieve an extremely high haze value of 47 per cent. The result: greatly reduced reflections with enormously improved image contrast. The picture appears clear and glare-free from any viewing angle, even in brightly lit rooms or in bright sunlight.
The result
Sony demonstrates how displays can be used as an effective communication tool in retail and the crucial role digital signage can play in smart shopping concepts.
“Our solutions digitalise the customer approach at the point of sale and are designed to accompany bricks-and-mortar retail into a secure and unique future. At Zukunftsraum Kiel, we have Sony on board as a partner whose technological expertise is demonstrated by its outstanding signage displays.” – Christian Flohr, Brand Ambassador for xplace GmbH and responsible for Partner Management, xplace GmbH
“We are offering a window into the future of shopping that invites people to take a constructive and critical look at the possibilities of using technology in retail. As an innovative retail test space, the Zukunftsraum creates room for flexible retail models, data-driven optimisation and experiential shopping. This is not possible without state-of-the-art digital signage such as that provided by xplace and Sony with its display technology.” – Ina Runge, Head of Digitalisation Local Economy at Kiel-Marketing e.V.
Focus on sustainability
The flagship models in the BZ-L series have been developed with a strong focus on sustainability and efficiency. Some of these displays are made from recycled materials, including SORPLAS™, and feature advanced components such as a powerful system-on-chip (SoC) architecture. An intuitive eco dashboard can be used to control both energy efficiency and functions for greater user-friendliness. In addition, an ambient light sensor optimises power consumption and thus contributes to the impressively low energy values of the entire product range.
In early December 2024, Sony Europe was awarded the Gold Medal by EcoVadis – a well-known global platform that provides sustainability ratings and assessments for companies. This puts Sony in the top five per cent of the world’s most sustainable companies.
