Pattison Outdoor Advertising, in partnership with Oxford Properties Group, has completed the installation of a new digital canvas located in Calgary, Alta.’s Plus 15 Pathway at Bow Valley Square.
This new digital wall features a platform that integrates state-of-the-art technology to bring new possibilities to the urban digital landscape. Pattison’s digital innovation team, Onestop, engineered custom content for this unique digital display. Designed to emulate the long and expansive appearance of a prairie terrain, the video wall offers a number of features, including 15.2-m (50-ft), 1.5-mm (0.06-in.) pitch light-emitting diode (LED) display to deliver an engaging experience for commuters in the city’s covered path network.
Advertisers have the ability to display in standard 16:9 format on the primary screen, with adjacent panels serving as a complementary visual, or integrate the entire digital canvas to establish a new industry standard for digital out-of-home (DOOH) and place based media.
“Designed to be an artistic installation as well as a revenue item, we look forward to experimenting with this new digital canvas for years to come. The plan is to see content evolve season to season and year after year, to truly make this a living, breathing part of Oxford’s first-class property, and Calgary’s downtown,” says Ian Gadsby, vice-president of digital technology at Pattison Outdoor.
This digital product will also act as a creative canvas for the students of Alberta’s College of Art and Design (ACAD). This collaboration will highlight the dynamic features of the digital canvas by delivering relevant commuter information from Onestop’s digital office network as well as innovative projects submitted by the students of ACAD.
“ACAD is proud to partner with Pattison and Onestop for the launch of this innovative digital technology previously unseen in Alberta. The School of Communication Design at ACAD consistently produces talented creatives prepared to adapt to and thrive in the rapidly developing field of design. The digital canvas in Bow Valley Square provides our emerging artists a unique opportunity to showcase their work and reach new audiences in downtown Calgary,” says Scott Cressman, chair, School of Communication Design, Alberta College of Art + Design.