BlackBerry launched its new Z10 with two attractions at two UK shopping centres: A ‘working’ ten-foot high smartphone created by AV specialists PSCo Rental using videowall technology. PSCo Rental provided a turnkey package to trade partner TC Communications Ltd for this project, including recommending and providing the display solution, logistics and technical support.
The displays ran continuously for a month, resulting in nearly 400 demos by the specially trained O2 teams at the two stores. The BlackBerry Z10 was constructed from a rear projection tile technology. PSCo Rental supplied two videowalls of 21 tiles in a 3×7 portrait formation which were set up in the O2 stores in Westfield Stratford and Westfield White City. PSCo staff fitted the walls when the mall closed at 10.30pm in the evening – carrying the equipment some distance across the mall as there is no direct access to the stores. It took four hours to build the giant Z10 videowall in each store, and two hours to take it back down again at the end of the promotion.
Stuart Holmes, CEO of PSCo Group, said, “Constructing a replica ten-foot high mobile phone is one of the more interesting briefs we’ve been involved in – and it is these more challenging projects at which we really excel. Our team has access to one of the widest ranges of large format display technologies in the country – but more importantly fully understands how to install and support them properly. We will come out on site literally at any hour of the day or night to perform the installation, ensuring that we have everything we need to finish quickly. Our package also includes full technical support, with technicians available 24×7 in the unlikely event of a problem.”