To promote the release of its new Z10 device in London, England, BlackBerry—based in Waterloo, Ont.—turned to MicroTile digital signage ‘cubes’ from Christie Digital in nearby Kitchener, Ont., to create a pair of giant, operational smart phones.

Audiovisual (AV) professionals at PSCo Rental developed the 3-m (10-ft) tall Z10 replicas for marketing agency TC Communications for display in the Westfield Stratford and Westfield London shopping centres. Each customized video wall comprised 21 MicroTiles.

“Our vision was to copy the user interface exactly, playing content as though someone were using the device,” says Jamie Barlow, TC Communications’ digital director.

PSCo provided the hardware and software, logistics and technical support. The giant smart phones operated continuously for one month, enabling nearly 400 demonstrations for passersby and customers.