Family-friendly Tsentralny Detsky Magazin na Lubyianke shopping and entertainment mall is an ambitious renovation of the legendary Detsky Mir, one of the most popular shopping places of Moscow. Central Children’s Store (Centralny Detsky Magazin na Lubyanke) is a unique complex for family and children’s leisure, including a shopping center offering a full range of goods and services for kids. The legendary store is the flagship of the children’s industry in Moscow.
The Central Children’s Store reopened for public in 2015 with a new name and a complete transformation, done by systems integrator SEAN. During the redesigning process they were looking for a solution to create a dynamic and interactive shopping experience. Another crucial requirement was that it could respond instantly to changing themes and seasons.
They turned to digital signage to accommodate all the requirements mentioned above. In this ambitious, full blown restoration, Auvix, a leading Russian system integrator, was responsible for deploying the digital signage implementation. To power the signage solution they selected PADS4 digital signage software, developed by data connectivity experts NDS.
With PADS4 NDS was able to meet all of the digital signage needs of Moscow’s Central Children’s Store in just one single package.
After reopening Central Children’s Store is home to more than 100 stores spread over 73,000 square meters. The building is 6 stories high and claimed to be the biggest complex of children’s stores in the world. The renovated store is a clash of the old and new. The historical exterior remained untouched, but once inside, visitors will be impressed by the state-of-the-art technology used on every floor.
The whole store is packed with interactive zones to entertain kids of all ages, including parents and other adults. Besides the interactive zones it’s the digital signage solution that plays a leading role in creating the ultimate shopper experience.
The digital signage solution includes nothing less than 600 screens, 200 players and more than 30 video walls. At the Central Children’s Store, digital navigation kiosks show shoppers the way on the six floors that house children’s toys and games, a toy museum and an enormous food court hosting a Space playground.
The self-service kiosks are touchscreens with interactive maps of the entire building. The interface is plain and simple to make sure the most important audience understand where to go: the children.
In the Central Children’s Store the interior decoration is subject to thematic concepts and seasonal changes. The large-scale and complex decorations cover all floors of the building, including the corridors. With PADS4 they can directly adept to new concepts and changes. If required, new content designs can be pushed to each of the 600 displays all at once. Meaning the transition on the screens to for example the Christmas holidays will be an effortless process.
The re-opening of the popular Moscow’s Central Children’s Store resulted in a magical wonderland where young and old are amazed and entertained in every single space they visit.
The use of PADS4 digital signage software creates a shopping experience that is dynamic, interactive and is able to respond instantly to changing themes and seasons.
All content for the interactive zones, digital navigation and infomercial displays throughout the 73,000 square meters are seamlessly managed with PADS4. This unique interactive signage solution more than exceeds the standard rotating billboard advertisement. It takes shoppers on an amusement park-like journey and offers a new generation of children an unforgettable in-store experience.
With PADS4 digital signage Auvix created a one a of kind multilevel signage control solution, allowing employees to check the status of the operating system remotely and correct any technological issues before anyone notices.
The Moscow Central Children’s Store project has been nominated for a:
DailyDOOH Gala Award: finalist in the category Best Overall Retail or Mall Experience.
InAVation Award: finalist in the category Retail
Other publications on Moscow Central Children’s Store:
Daily Dooh Moscow’s Central Children’s Store, @NDS_Signage
Case Study by Intel https://iq.intel.co.uk/technology-at-the-toy-store/