Lotte Duty Free
High-Brightness LED Window Displays at Melbourne Airport
Lotte Duty Free is one of the leading luxury travel retailers in the world. In 2022, the brand opened its flagship Australian store on Market Street Sydney. The three-level retail space features luxury beauty and skincare brands, a prestige watches boutique, fine and rare liquor and wine shopping, and VIP services including concierge and limousine transfers to Sydney's top restaurants and hotels.
PinnacleLED designed and installed high-brightness LED displays to enhance the brand's visibility on one of Sydney's busiest retail intersections.
Lotte Duty Free
The Challenge
Lotte's Sydney flagship represented the brand's first entry into the Australian market. Despite Lotte's established international reputation, brand awareness in Australia was relatively low.
Lotte Duty Free required a display solution that would:
Attract pedestrian and vehicle traffic: The location at Sydney's Pitt Street and Market Street intersection experiences high foot and vehicle traffic throughout the day and night. Displays needed sufficient size and brightness to capture attention from both pedestrian flows and passing vehicles.
Maintain visibility in direct sunlight: Sydney's climate demands displays capable of outdoor led signage maintaining visual impact during peak daylight hours. Standard commercial displays lose visibility when competing with direct sun exposure.
Match luxury aesthetics: The display technology needed to integrate seamlessly with the store's high-end interior design without creating visual clutter or requiring bulky external equipment.
Simplify content management: The client's previous CMS solution created operational difficulties. They needed the capability to display different content on each side of the window displays and required more intuitive content scheduling tools.
Our Solution
Display Hardware
PinnacleLED installed Samsung OM55N-D high-brightness dual-sided window displays and a Samsung LED display inside the store.
The window displays deliver:
3,000-nit brightness output: This brightness level maintains visibility during peak sunlight while delivering vivid visuals at night. The street-facing screen includes an anti-glare coating that further enhances content visibility under direct sun exposure.
Dual-sided independent operation: The displays support different content on each face. The street-facing side attracts attention and drives foot traffic, while the interior-facing display delivers product-specific information to customers already inside the store.
System-on-chip architecture: The displays use an embedded Tizen-powered system-on-chip, eliminating the need for external media players. This design maintains the store's sleek aesthetic without visible cabling or equipment enclosures.
Content Management System
We deployed Signagelive CMS to address the client's content management requirements:
Dual-sided content control: The system manages simultaneous content playback on both display faces, with independent scheduling for each side.
Intuitive interface: The platform simplifies content scheduling and updates, reducing the operational overhead compared to the previous CMS solution.
Legacy system integration: For the store's existing screens, we provided BrightSign media players, then migrated content from the previous CMS to Signagelive. We delivered on-site CMS training to enable the client's team to manage content independently.
The Result: Measurable Benefits Across Three Areas
Brand visibility: The street-facing displays attract potential customers and increase brand awareness at the critical Market Street and Pitt Street intersection.
Customer engagement: Internal displays keep customers informed about products and current promotions throughout their in-store experience.
Operational flexibility: The CMS enables rapid content updates for marketing campaigns, seasonal periods like Christmas or Lunar New Year, and brand vision initiatives.
Revenue opportunity: The client can lease screen time to luxury brands seeking in-store exposure, creating a return on investment beyond the displays' primary marketing function.
