On the direction of integration partner SPC Group, London Luton Airport selected Absen to deliver its digital display solutions.
All eyes are on London Luton Airport in the aviation world, following the December 2018 opening of its upgraded terminal which has benefited from a £160 million redevelopment investment. With annual capacity expanded by 50%, the airport expects to welcome 18 million passengers a year by 2020 and footfall has already increased by 35% since the work began
Digitisation is now critical to the operations of a modern day airport, whether for keeping passengers informed with real time information about their flights or driving additional revenues by attracting premium advertisers who are looking to reach a captive audience.
Jon Swain, director at SPC Group comments: “The airport is always looking for ways to improve the customer experience, both for the passengers and advertising partners who generate revenue. This is really what drove the desire to install digital display solutions which would enable the airport to relay information with increased speed and clarity and provide advertisers with a more impactful way to deliver their brand messages.”
Absen digital display solutions are now installed in some of the world’s major airports. From the end client perspective, Absen has a lot to offer.
SPC Group chose to deploy the Absen N4, designed specifically for airport environments, in several locations throughout the terminal. Stand-out eatures including front installation and service, an ultra slim panel (less than 6cm), advanced monitoring, image quality and the uniformity and consistency of the image make it perfectly suited to the modern airport environment. Luton has joined international airports around the world which boast Absen solutions, changing the landscape beyond recognition with performance which goes above and beyond a standard LED panel.
“LED displays were the only viable option due to the size requirements and the ambient brightness,” says Jon. “We conducted a thorough demonstration of various products, set up in scenarios which allowed for different distances of viewing. Absen came out on top, providing great quality and maintainability for the best value for money”.
A 7x4 N4 display stationed at the entrance to the baggage hall hosts advertising for onward travel providers such as coaches and trains. A second N4 display in a 11x4 configuration is installed at the entrance to the international departures lounge and rotates through flight departure information across 4x4 on the left hand side of the screen, while the remainder is used for advertising which is relayed by the airport’s partner. At the north end of the international departures lounge above Hawker Bar, a further set up of 9x5 N4 stages advertising run by the airport’s partner. A 9x4 A2725 7.52m2 screen (2.5mm pitch) is positioned at landside arrivals, featuring partner-run advertising and flight arrivals information displayed over 2x4 panels. Featuring high brightness, high contrast and outstanding image quality, this indoor screen was “the perfect solution” for this location.
An installation on this scale in a challenging 24/7 365 environment required delicate planning and close management, in addition to the need for ease of ongoing operation and maintenance.
“Each site installation was completed within a week,” says Jon. “Wall strengthening was required in all cases and in two instances the screens are installed at a very high level. Due to passenger numbers the wall installations were conducted through the night to minimize airport disruption. The screens are extremely intuitive and easy to operate and the airport is safe in the knowledge that any issues are covered by our comprehensive maintenance programme and we carry a full complement of spares to minimise downtime.
“Having the screens in situ affords the airport a great deal of flexibility in how it delivers messages to passengers making their way through the terminal: content can easily be switched in or out as required and is delivered in an effective and impactful way which improves the overall customer experience. In an age where international travel is prolific and people have so much choice, today’s airports have to offer the latest technology in order to compete now and in the future.” Matt Mullen adds: “Having had the Absen LED display walls for just over two months we are pleased with the brightness and clarity of the displays. Whether they are showing important airport information or advertising, they are a great improvement to our customers’ experience at London Luton Airport.”
Ross Burling, business development manager at Absen Europe concludes: “At Absen we have really blazed a trail when it comes to developing technologies which sit perfectly in the airport environment. We feel we bring a truly differentiated product offering as a result of our strategic focus on working with the airport segment and take our responsibility to continually innovate and deliver unrivalled quality and performance very seriously. We are thrilled that our digital display solutions take centre stage in London Luton Airport’s ambitious redevelopment.”