07 Apr 2016

An eye for new media art: Pacific Fair’s Digital Chandelier

The Digital Chandelier at Pacific Fair Shopping Centre is a world-first, award-winning installation designed in-house by AMP Capital Shopping Centres.

An eye for new media art: Pacific Fair’s Digital Chandelier

The Digital Chandelier at Pacific Fair Shopping Centre is a world-first, award-winning installation designed in-house by AMP Capital Shopping Centres.

Custom-produced for the space, it provides maximum impact and consumer engagement. It was designed to surprise and delight shoppers, while also meeting the centre’s placemaking strategy.

The custom screens arranged to ensures that viewing perspectives were optimised. Central to the installation is a dramatic, bespoke lighting feature, comprising of 2,500 glass components (including LED illuminated) suspended from a circular frame. High gloss black rear panels reflect the sparkling glass chandelier adding visual depth.

The screen content maximised advertising revenue and provided a quality digital experience. While the screens are primarily used for adverting content, they also show media art created by local Griffith University students which tell the centre’s place story.

 

Through a partnership with a media provider, advertisers are challenged to create unique content that complements the artistic curatorial framework.

 

The unique viewing experience, with a 360 degree customer reach, attracts more diverse advertisers while enhancing the overall environment. The result is a commercial and experiential win-win.

The digital installation has gained international attention, winning the inaugural 2015 International Crystal Nixel Award for innovative design utilising digital displays.