In collaboration with Ultima, we undertook a very exciting project creating a series of spaces focusing on the client experience and for want of a better word the ‘wow’ factor. Ultima had such a strong vision of what they wanted from the space and we think we have managed to deliver on that vision.
Ultima sought to infuse their showroom reception with a captivating and immersive visual experience that would leave a lasting impression on their visitors. With a strong vision in mind, Ultima aimed to incorporate cutting-edge LED technology into their reception and augmented reality kitchen areas.
More specifically the installation involved a stunning 8k 18mx6m LED wall for the reception area and an innovative video wall for an immersive experience for customers to try out Ultima’s unique kitchen designs at a close to 1 to 1 scale.
Vision and Scale
Ultima envisioned a “wow” factor that demanded careful consideration of pixel pitch, resolution, refresh rate and content quality. The goal was to create an awe-inspiring environment that would stand out like a punch in the face – just a small goal to reach!
Originally planned at 22mx6m, the LED wall’s native resolution posed a challenge (which is why we recommend considering your AV needs at the design and build stage where possible). To achieve an optimal 8k resolution, the dimensions were scaled down to 18m x 6m, which remains large and bright enough to have the desired effect but at picture-perfect quality.
The LED wall needed to integrate seamlessly with the existing infrastructure, which involved assessing the weight, cabinets, bracketry, electricity supply and even floor support. We knew we could not do it alone, but we knew who to call (sadly not Ghost Busters). Collaboration with suppliers and contractors like electricians, and engineers was crucial to ensure the best fit.
The ambient lighting conditions in the reception area required the LED wall to be bright enough to make a strong visual impact. There was no point in installing such a monster screen and the effect being degraded by the lighting; so, you might need your sunglasses if you stare at it too closely (just kidding).
Video Wall Design
For the immersive kitchen environment, Ultima wanted a video wall that allowed customers to customise kitchen designs in real time by dragging and dropping elements or swapping materials and colours. Overcoming bezel visibility and pixelation issues with the space already built was a challenge; too small a bezel meant that an off-putting line was down the middle of the picture, and too large would ruin the immersive effect of the experience.
A balance between the two and putting the screens into portrait orientation with specific resolutions required some careful planning and a lot of back-and-forth communication.
We collaborated closely with Ultima’s marketing team to understand their vision and requirements. By providing expertise on pixel pitch, resolution, and content quality, we ensured the LED wall matched Ultima’s high standards.
To achieve the desired 8k resolution, we proposed scaling down the dimensions of the LED wall while maintaining visual impact.
We worked meticulously with suppliers to select components that aligned correctly with the weight, cabinetry, and bracketry requirements. This ensured a seamless integration of the LED wall into the space, a safe delivery and installation, and longevity in the investment.
We factored in ambient lighting conditions to ensure the LED wall’s brightness met the visual expectations of the space. We initially advised a lower brightness requirement as a minimum, but Ultima, much like their name suggests, wanted to go big or go home (and we are here for that).
Prioritising the User Experience
We collaborated with Ultima to provide mock-up versions of the LED wall to help them envision how it might work, considering bezel sizes and visibility. Ultima opted for a larger bezel to make it obvious that it was in fact the screen edge and not some strange nouveau cabinetry to save any confusion for the customer.
INSTALLATION AND IMPLEMENTATION
The LED wall installation took place at Ultima’s Oxford (Witney) showroom, with a pending second installation at their Pontefract location.
We are so proud of our ability to band together our team’s expertise to manage the complex aspects of the installation, including specialised power requirements, load distribution, and architectural considerations alongside our talented collaborators.
We worked seamlessly with various contractors, including electricians, structural engineers, and cable installation experts. The attention to detail ensured a flawless implementation.
The LED wall and video wall installations have transformed the Ultima showroom experience into captivating spaces that effortlessly engage visitors.
By overcoming so many logistical and technical challenges and providing custom-made and tailored solutions, we are very happy to have successfully brought Ultima’s visionary ideas to life, creating immersive experiences that leave a lasting impression on all who visit. We can’t wait to see it in action.
Well done to all the TenAV team involved, and Avitor and LED Studio for their support.