Models Own is a cosmetics brand that was originally founded in 2008 by Ministry of Sound’s CEO and his brother. The company has historically promoted its product range via “Bottleshop” – style pop ups located on the premises of well-known high street brands, including Boots and Superdrug.
In 2014, Models Own began expanding its core offering to include lip and eye products, as well as associated accessories. Models Own opened its first global flagship store in Westfield Shopping Centre in Stratford, East London in late 2016, closely followed by a second store in Trinity Leeds, and is currently Europe’s fastest growing cosmetics brand.
Further to the growing success of its bottleshop concept, Models Own wanted to enhance its retail presence and grow its market share by opening a flagship store that would serve both as a “beauty playground” for its customer base and as a new product launch pad. The company wanted to utilise the benefits of digital signage, such as great visual impact and the ability to increase footfall in the store, to engage their teenage market customers even further.
Models Own began recruited us to design and install a purpose-built digital signage system that included two high impact videowalls to meet their instore artistic and promotional requirements.
Key Project Requirements
- To deploy two videowalls to serve as visual focal point in a flagship cosmetics store
- To deploy two window displays in portrait to attract attention and increase footfall
- To retain customer attention through the display of colourful and eye catching video content
- To ensure all displayed content rendered and synchronised correctly, with the ability to update or change information at the push of a button
- To provide a flexible model that could be scaled up to meet future requirements
In Westfield, the digital signage network comprises 10 x 65” high brightness LG displays, set up in a 5 x 1 configuration format, to create two stunning videowalls that run down either side of the store entrance. The window displays comprised 2 x Samsung 75” displays.
In Leeds, the digital signage network comprises 6 x 65” high brightness LG displays, set up in a 3 x 1 configuration format, to create two stunning videowalls that run down either side of the store entrance. The window displays comprised 2 x LG 65” displays.
The videowalls are used to showcase makeup artists working on models, to promote new product ranges and special offers, to showcase makeup bloggers highlighting real world product usage, or to broadcast live in-store demonstrations. Giving customers the feeling of being surrounded by on-screen entertainment, similar to a cinema experience.
We selected Signagelive as the preferred technology provider because of its cloud based capabilities, its technical expertise and video synchronisation capabilities on high-power videowalls.
The LG displays are controlled by IAdea media players preloaded with Signagelive’s software to ensure that all displayed content synchronises seamlessly across the two videowalls. Not only does the content look spectacular, it can be easily updated or modified at the click of a button by DMC without any involvement from instore staff.