LEGO® Trafford Centre


LEGO® tapped Scala and Pixel Inspiration to create attention-grabbing promotional opportunities in their Trafford Centre store.

Project summary

LEGO® required a captivating promotional solution for its Trafford Centre store. The premium toy brand employed Pixel Inspiration and Scala to create and install a digital display solution that conveyed the playful and imagination-rich brand of LEGO® and its products, specifically the LEGO® City range.

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Goal & Challenge

Goal: LEGO® wanted a captivating retail display solution that entertained customers while also informing them of in-store promotions, product pricing and offers. The solution would need to create a big impact across a small display space and work across the store in a seamless and synchronised manner.

Challenge: To make the biggest impact in the available digital display space in the LEGO® Trafford Centre Store, which is relatively small, LEGO® wanted the digital solution to make the most of the limited space available. The chosen technology, shelf edge displays, created an arresting store-wide experience, with installed screens able to work in a flexible and synchronised manner without any degradation of picture quality across the store. The solution was created for a busy retail location. Any installation and testing needed to be well planned, executed and implemented quickly, taking place when the store was closed with no impact on the running of the store.

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Working together, Pixel Inspiration and Scala devised a hardware and content solution that used four slimline, stretch shelf-edge displays, one larger format screen and custom-created promotional content. The displays were fitted onto the existing shelves within the store to minimise disruption to store operations and display space.

Recognizing that space was at a premium, the ultra-stretched screen format allowed for effective messaging to be shown without impacting on the shelf capacity. Pixel Inspiration devised marketing content and creative assets designed to work across the aspect ratio and requirements of the installed digital screens. A custom CMS was created by Pixel using Scala’s powerful APIs. This gave LEGO® the ability to easily upload and schedule content. The browser based system meant that any updates to the content or operations of the screens can be made easily and the operations of the installed screens monitored remotely.

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The installed solution of shelf-edge screens, larger display and specially-created content creatively conveyed the fun and imaginative attributes of the LEGO® City product line. The ability for the screens to switch between product-specific information and run synchronized creative animations ensured that the displays grabbed the attention of the shoppers while the scale of the screens had no detrimental impact to the quantity of product on the store shelves. The browser-based CMS system meant that the operations of the installed screens could be monitored as needed with the creative assets running on those screens easily updated when required.


About LEGO and Pixel Inspiration

The LEGO® Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”. Today, the LEGO® Group remains a family-owned company headquartered in Billund. However, its products are now sold in more than 130 countries worldwide. Pixel Inspiration are a leading Scala integrator who work with some of the world’s major brands to deliver fully managed, dynamic and integrated, digital signage for corporate and customer communication.