Velocity
Retail LED Rollout: A Multi-Site Display Program
PinnacleLED partnered with Velocity from the first store fitout, engineering a brighter, bigger LED display program that now rolls out across every new location. The work began in Perth at the Karrinyup flagship and scaled interstate from there.
The brief
Velocity is a sports and fashion retailer building standout stores in premium shopping precincts. Its flagship opened in Karrinyup, Perth, fitted with a range of LCD and video wall screens.
Velocity wanted in-store displays bright enough to command attention, large enough to carry full-scale campaign imagery, and easy enough for staff to run day to day.
PinnacleLED, operated by the team at Amped Digital, Australia's leading digital signage provider, was involved from day one of each new location's planning.
The challenge: Standing out in a premium precinct
Retail precincts are crowded visual environments. To draw shoppers in, a Velocity storefront has to read clearly against bright mall lighting and competing signage.
The second store, at Melbourne Central, set the direction for the program. It was the first Velocity location to introduce LED, including a ticker and a shopfront display built specifically to stand out in that precinct.
The earlier LCD screens could not deliver the brightness or scale the brand wanted. Velocity had seen other standout LED installations and wanted that same impact in their own stores.
The right screen choices
PinnacleLED replaced the LCD approach with bigger, brighter indoor LED displays engineered for retail conditions. Higher brightness keeps campaign imagery crisp under mall lighting, where LCD washes out.
Much of Velocity's content features models on white-out backgrounds, so a large LED canvas was needed to carry that imagery at full impact. The shopfront LED was built into a custom enclosure.
Velocity's shopfitters designed the housing in coordination with PinnacleLED so the screens fit precisely without voiding the manufacturer warranty.
Content and CMS: screens the team can run
The displays run on Signagelive, with the ticker content controlled through Signagelive and Menuzen. Menuzen powers the ticker display itself, a credit worth noting for that part of the build.
PinnacleLED delivered training sessions so Velocity staff can update their own screens and content. That keeps day-to-day campaign changes in the retailer's hands.
For teams weighing how to run a display network, our approach to content management and CMS strategy keeps control simple without sacrificing flexibility.
Installation and delivery
Because PinnacleLED joined each project from day one, the displays were planned into the fitout rather than retrofitted around it. The team liaised directly with Velocity's shopfitters and builders on requirements at every location.
PinnacleLED went on site to install all the screens across the program. Early involvement in the build is the foundation of our end-to-end project management and LED installation approach.
The outcome
LED is now the standard for Velocity. Every store has carried an LED display as a core part of the fitout.
The brighter, larger format gives campaign imagery the scale and presence the brand wanted, helping each storefront stand out in its precinct. The program continues to roll out with each new Velocity location.
Talk to our Perth team
Planning a retail fitout with display at its centre? We will assess your site, viewing distances, and content needs, then specify the right LED build from day one.
