CHAMBERLAIN’S VIDEO WALL SHOWS THE WAY
If you were to notice David Chamberlain in Chamberlain Hardware's Centurion branch you'd take him for an average Joe popping in for a few DIY items. However, if you followed him and witnessed the way floor staff interacts with him, you'd begin to realize that David is not an average shopper. By the time you reach the western wall of the store and you are confronted by a humongous video wall you will be convinced that David is a forward-thinking individual.
Says David "At the roof wetting for the extension of the Centurion branch, someone asked what we were planning for the blank western wall. Without thinking I joked that we were going to put up a giant screen". Although spoken in jest David realised that there was an opportunity in having a big screen on an otherwise blank wall so he contacted Armando do Santos of Sono Luminus with whom he had previously work together. Armando takes up the story "Initially we thought of a projection system, but the lighting levels in the store meant the picture quality would be compromised, so that was a no-go".
After considering various other options it was decided to use sixty four 46" panels to create a video wall 9m wide x 4,8m high for a total screen area of 43m2, making it one of the biggest retail screens in South Africa. [Look on the cover photograph: the size of the lawnmower gives an idea of the scale]. The sheer weight of the 64 panels was just one of the unforeseen obstacles that David and Armando had to overcome. "We had to do some sophisticated engineering to reinforce the wall so that it could support the panels that weigh 5 tons," says Armando "I designed the structure and had it approved by a structural engineer". Because the video wall is 3 metres off the ground Armando's design included two catwalks to facilitate ease of access and for maintenance purposes.
It took one year from conceiving the idea to full functionality. David laughs, "Initially we didn't know how to start using it". But, to misquote the movies, it was a case of: Build it and they will come. Once the wall was up and running all sorts of applications presented themselves. On Saturday mornings David hooks up to the Super Rugby broadcasts and the area is packed with avid Bulls supporters. David continues: "I can't give you a figure that indicates the screen has improved business, but I can tell you we are offering our customers a better shopping experience. The screen makes our Centurion branch unique – there is no other hardware store like it!"
It is also possible to broadcast special offers in conjunction with the PA-system, or hook up live to in-store demonstrations via HD Camera. Pre-packaged content such as demos or advertisements can be played off a lap-top computer, or Blu-ray and DVD playback units. Control of these input sources, as well as selection of three different visual layouts on the videowall are simply made via the Crestron touchpanel located in the office nearby.
Chamberlain is not planning on creating own content, but top appliance brands such as Bosch were quick to recognise the opportunities that the screen offers and have supplied suitable material which is rotated according to a schedule at a predetermined fee. Says David "It is new territory for all of us, for instance we realized that because the screen is so big people can watch a demo or advert from quite a distance, so now the suppliers are adding sub-titles to their clips".
Eugene Coetzee of Electrosonic SA was approached by Armando regarding the supply of components and advice regarding the control system. Eugene downplays his role: "It wasn't complicated. Armando had the vision and gave me his wish list. I gave him some diagrams and advice. And our company Electrosonic SA supplied the Crestron, Kramer and Galaxy videowall processors, but Armando planned, coordinated and installed everything".
High maintenance is a term usually associated with sexy super-model girlfriends, but is also applicable to this beauty. Says Armando: "If one panel goes the whole screen is blemished, so every 60 days we clean and service the rig".
David Chamberlain has set a new benchmark for hardware stores, and he is already priming the next generation to continue his vision. His daughter Catherine is part of the team and is sure to push the boundaries when she gets the opportunity.
David Chamberlain, pictured with his daughter, Katherine