Volume 7, Issue 1 — January 28, 2015

Last year, my number one trend was Go Big or Go Small, and I submit to you how going small and big were high on everyone’s list from restaurant tables to corporate lobbies to conversion of billboards.

For 2015, I would like to open up the dialog with my readers with some thought provoking predictions and understand your reactions. For the first time you get to tell us what you think the number 10 trend is. The main goal of engaging the consumer is to have conversation between the brand and the consumer and ultimately sell something! I acknowledge to to you that everything we do is simple; the brand converses with consumer and vice versa. So as companies look at what they are really doing in this business, does this realign their goals and thinking?

And now… on to 2015.

1. Moment of Truth is Now Moment of Everywhere

Brands and retailers are finding new ways to partner to increase sales and gain loyalty while aligning goals between them with omni-channel strategies, brand power, content and technology. Large brands are looking for and continue to support innovation to reach consumers in ways that are meaningful and provide ROI. Just like the video camera controversy five years ago, now tracking where the consumer is in store has taken front stage. This too will become a moot point as the consumer learns of the benefits of iBeacon, Wi-Fi technologies. This moment of truth is when, wherever and whatever the consumer buys. Yes, it still happens in retail environments but then again it’s everywhere, and it’s here now.

Look for the interconnection between digital screens and notice of where the consumer is (location) and the number of visits the consumer makes, their smart phone, their daily patterns both online and off line to arrive at the moment of truth.

2. My Smartphone is Now my Button? Or is the IoT (Internet of Things) now the IoE Internet of Everything?

Look for experimental projects that use this new found chip to drive new experiences in Retail.

3. 
   BYOS — Bring Your Own Screen

Again with the smartphone, I know. But in the world we live in we must connect the brand with the smartphone consumer. Interactions can be driven with larger screens by creating deep experiences, even product specific experiences that are tailored exactly to the consumer and brand. In a world where everyone has a smartphone and they bring it with them one must take advantage of this as a brand and retailer. In DOOH, there are deployments using the connection between the brand and the smartphone in several ways. It’s not just one technology to drive this connection, but many.

Look for more inventive ways that brands will use all screens in the marketplace to make the connection to the consumer’s smartphone in an attempt to carry on the conversation, even if it means giving something away to get that phone number and the opt in.

4. Go Big, Go Small or Go Home

This trend is still very strong in the industry, we see not only tablets being used in restaurants at the table, we see them used at the shelf in luxury goods. On the big screen side technology and costs are now allow us to deploy large screen experiences that drive highly experiential engagements in retail and DOOH. This trend will continue for years to come. Creating large screens experiences has a profound impact on the viewer in several ways:

1. The mind converts 4K and Hidef into a window, rather than a picture, creating a false reality with a memorable impression.
2. With large life size images the mind immediately goes into a flight or fight mode.

This is an instinct that happens in a nanosecond. Understanding these driving factors one can create large screen experience that have a lasting impact that laser burns the brand into the consumers mind.

Look for more deployments of small screens (tablets) and big screen experiences that are out of this world that connect with the consumer.

5. 
   Content and Emotive Understanding

Understanding what drives an emotional reaction and understanding when a customer is happy, agitated, angry etc. are at a basic level the key ingredient to create an experience with great content. The bottom line is we want to make the customer feel something and if we can make them feel happy, then guess what? They buy.

Using technology driven algorithms to see how a consumer reacts emotively will drive new content that will make the customer happy. Yes, we could actually create the happiest place on earth with every piece of content that is created.

Look for more feel good content that has been tested with software facial algorithms and proven to makes us happy.

6. Digitizing America, Are we there yet?

The digitization of American business is well underway. How does this affect the digital screen media business?

As the Internet of Everything and back-end systems are becoming aligned with front end experiences something very cool happens… relevancy, personalization and conversation.

The Omni channel experience in which a story can start and end on any device or screen creates what is known as the Transmedia experience. Transmedia content is a several stories across multiple forms of media in order to deliver unique pieces of the story that makes up the whole. Content created to be displayed in such a way that the continuity and narrative of the whole is only apparent when we experience all of it. Combine the Transmedia experience with power to purchase with the back end digital infrastructure and — wow!

Look for experiences that cross not only the digital world but the physical world to create a total transmedia experience that crosses the path to purchase in personal and time interrupted chunks that bring us to the brand and the product to buy.

7. Bigger Data, Smaller Chunks, Big Picture

Look for innovative ways that will take the collection of big data and make it useful for retail, hospitality and travel industries to capture attention and pamper you to purchase through every screen you touch.

8. New Business Models

As retail changes up its business model and new cool technology arrives on the scene, this changes the very screen media business that we are in. This creates new business models that are taking advantage of the vast changes in technology upon the world. Anything from how we connect, shop, drive, to robots that will help us. We need to be nimble, innovative and aware to survive. It truly is a rush to 2020.

Look for new business models that will make the experience transparent and frictionless along the path to purchase.

9. DOOH Growth

Yes, a decade in the making, but agencies are on board more than ever. Programmatic buying of media is also a significant factor. This really gets to the core of getting the brand message out to the consumer in multiple channels and it is changing the world for this industry. We say about time. Why is it changing? Standards, commitments from major agencies, the work the industry has done and proof that it is working. There is no better time to own an advertising network than now. We will also see consolidation as this trend ramps up this year.

Look for tremendous growth in this DOOH sector that will take it to new heights along with consolidation.

10. 
    We Leave this trend open and up to you.

Send your insights and what you think this trend is to trends@5thscreen.com, leave it in the comments below or post on Twitter using #Top10Trend. Get your thoughts in today and look for the number 10 trend February 1st based on your input.

Author, speaker and innovator Keith Kelsen, chief visionary officer at 5th Screen Digital, is considered one of the leading experts on digital media. More information about his book, Unleashing the Power of Digital Signage — Content Strategies for the 5th Screen, published by Focal Press, can be found on the book’s companion website here. Reach him at keith.kelsen@5thscreen.com or on Twitter @Kkelsen.

“Bricks are the new Black” declared Bill Simon, former president of Wal-Mart U.S. in noting that e-commerce is peeking because it lacks the sensory experience of shopping and the immediacy that in-store buying provides while describing that online mirrors the previous paradigm of catalog shopping. “Brick and mortar stores are at the emotional and financial center of retail,” said Bal Dale of JDA Software, a primary provider of retail application systems. James Curleigh, EVP and President, Levi Strauss & Co reflected the thoughts of delegates saying, “stores are at the heart of the shopping journey, impulse buying as well as semi- planned and wish-list purchasing. The key is more productive stores and technology is the tool that needs to be applied to reinforce the brand and the purchase experience”.

Some important announcements and key insights related to digital signage were offered during NRF15.

In-store digital budgets (the typical source of digital signage trial/innovation) will increase between 2.6 percent and 3.8 percent for large retailers. Digital signage is the second largest area of planned investment with 29 percent of large retailers increasing their spends in this area, following only payment terminals in which 49 percent will increase their investment. 12 percent will buy in the 12-24 timeframe and a further 8 percent indicate investment plans 24-36 months from now. 31 percent of specialty retailers said they will make a digital signage purchase in 2015. The study reflects that the deployment timeframes on enabling technologies such as point-of-sale, mobile devices, inventory visibility and analytics software ranges from 10 to 11 months after purchase.

34 percent of respondents to a Shop.org 2015 survey said that merchandising was one of their top three priorities after mobile 58 percent, omni-channel 45 percent and marketing optimization 38 percent.

Michelle Garvey, CIO of ANN Inc., the parent Company of the Ann Taylor and LOFT brands said, “I used to say, ‘Don’t bring me a solution that is looking for a problem,’ but digital is moving so fast that it now makes sense to have some funds in reserve that can be used for testing approaches that would appear to provide value.” She added “during testing the intention should be to assess possible value at minimal time and investment. Then, based on merit, project budgeting can be provided for that initiative over other options.”

Samsung, LG Innotek, Wincor Nixdorf, Displaydata and others promoted electronic shelf labels (ESL) using e-ink, with LG Innotek being the only ESL provider to display a small form shelf level video display as part of it ESL offering.

Lexmark used NRF15 to announce its digital signage offering which extends its Publishing Platform for Retail offering based on AccessVia that has been in use in retail stores for more than 25 years, for 25 languages, in 60,000 stores in 55 countries. Message composition and presentation on digital displays is based on the AccessVia authoring and management platform for in-store static printing.

1,400 people downloaded the “Dynamic Media in Retail” guidebook released by BUNN during NRF15. This
47-page how-to guide is the fourth in the guidebook series by BUNN following Digital Signage for Food Services, Banking and On-Campus. Guides for content and analytics are also available.

Analytics were part of every presentation as retailers wrestle with swimming in a sea of data, while trying to derive insights and actionable intelligence within the multi-channel environment toward more fully integrated omni-channel and a more personalized shopping experience. “We are seeing, and it can be further expected,” noted Thomas Opdycke, CEO of DS-IQ, “that an upgraded merchandising approach will also deliver new metrics that, until digital merchandising, have not been relevant.” Simon noted, “digital media supports the math model of retail and that personalization of messaging is just being respectful of patrons.”

Returns are the biggest single supplier to retailers explained Jeff Roster, vice president of research of Gartner Research, adding, “returns are the ticking time bomb of multi-channel.” Reducing returns and messaging to patrons at the store return counter offers important advantages.

The Purchase Journey: “The role of the store is to activate relationships,” said Tony Bartel, CEO of GameStop which uses digital extensively in generating $9 Billion in annual revenue through 6,600 stores. “The Store is where the magic happens,” he noted.

Paul Reid, vice president of operations of FGL Sports (parent of DIGI award-winning SportChek), echoed this in presenting how “in focusing on the in-store experience we have been able to double performance through digitally-enabled stores”. He said, “We realize that we are competing with and have to align with the experiences of entertainment, increase the importance of destination and improve our places with ambiance.” The SportChek success is based on the quality of in-store experience, bringing more chances for engagement, targeting suggestive selling through data and seamless integration of in-store and through dot-coms.

Alison Kenny Paul, vice chair U.S. retail and distribution at Deloitte told delegates “Channels will disappear because that is not how consumers behave. They regularly cross-over making journey tracking and attribution very difficult.” In providing a list of digitals “Do’s” she advised that:

• One digital strategy does not fit all products or locations or store format. For example, digital has twice the shopper influence in electronics stores over general retail.
• Digital must serve customers needs at the moment and place of purchase.
• Branding must be consistent throughout the in-store, online and mobile shopping experience.

Tim Tang of Hughes reflected the sentiment of digital media reflected by many at NRF15, saying, “place-based media activates in-store purchase and can be attributed to that conversion. The complexity of the purchase journey that includes online and mobile means that the retailer must gain the sale in-store and can up-sell and cross-sell while adding to the experience through the digital display medium. Marketing investment decisions are becoming more difficult to make, so a medium that makes sales happen is key to success. An attribution model that discerns the value of applying any specific marketing device is the next plateau. Retailers’ understanding of their patron’s path to purchase and their insights related to traffic and conversion serve as the basis for investment.

Lyle Bunn is an independent analyst, adviser and educator in North America’s digital place-based media industry. He has been named as one of the 11 Most Influential people in the industry. Lyle@LyleBunn.com

This is the seventh installment of our monthly digital signage content design blog, written by our Content Creation Team, geared to help users create visually compelling content.

Moving pictures have captivated audiences for over a century. Animation and video bring a special level of entertainment that appeases all audience personas. Why? Watching a video requires minimal effort, and the information is easily absorbed and retained.

Video communications are a whopping 600 percent more effective than print and direct mail. Viewers are accustomed to watching video through multiple mediums a day: TV, computer, smart phone, mobile devices, etc. In fact, 60 percent of media viewers will watch a video before reading any text.

According to ReelSEO‘s article, “2013 Video Marketing Survey & Business Video Trends Report,” 93 percent of marketers are using video in their campaigns, while 82 percent of them claim video has a positive impact on their business. Luckily, advancements in technology have made it easy to bring this magical tool to your digital screens.

Video Relevance

The luxury of video on digital signage is similar to hosting your own television channel, the content options are endless. If you’re playing video to attract attention to your screens, make sure your content is relevant and appropriate. A veterinarian’s’ office isn’t likely to play celebrity gossip clips in the waiting room, instead they might opt for a video about proper ways to groom your pet.

The types of video used on digital signage should depend on sign location, audience, and communication purposes. The lobby of a large business might opt to play a ‘welcome video,’ while dentist offices or hair salons may play news clips. Internal, employee facing signage minimize training time by playing safety videos or training presentations. While trendy retail stores might play customer created content or video promoting their upcoming specials.

Video Length

Shorter videos have a positive impact on viewers. Videos under one minute tend to have an 80 percent viewer retention up to the 30-second mark, while videos running at 2-3 minutes drop to a 60 percent retention rate. So, stick to shorter videos to engage and create a positive impact on your viewers.

If you are creating the video in-house, be sure to display the most important information first. Especially in high traffic areas where viewers might only be able to catch the first clip of the video. Think of the beginning moments of the video as the prime time to communicate your message.

Video is one of the most effective ways to communicate complex information in a short time frame to all audiences. The motion graphics attract viewer attention, while the video content creates extended engagement. Incorporate video into your next campaign by downloading our free content package.

The IPL Pro CR88 and IPL Pro IRS8 are compatible with GlobalViewer Enterprise software for complete, centralized AV resource monitoring, management and control over a computer network. They are ideal for use as either primary control processors in smaller AV systems or as secondary control processors in AV applications that require control for multiple devices.

Here they are.

The new Gefen Syner-G suite can discover, control, monitor, manage and upgrade Gefen products over a local IP infrastructure and through direct connections using USB. Included are advanced EDID management tools, IP product management, an automated firmware update engine and remote product configuration options.

With the Manage feature, Gefen’s EDID tools control what EDID is presented to equipment connected to select Gefen products. The EDID stored in Gefen devices can be remotely manipulated and users can build their own EDIDs from scratch using the EDID Generator, as well as upload/download unique EDIDs, store them for later use and modify any EDID in the program for unique installation scenarios.

The Configuration aspect of Gefen Syner-G suite gives convenient access to settings on Gefen hardware that does not already incorporate a web GUI, allowing product settings to be changed on the fly.

According to Gefen, the Discovery tool lists all connected Gefen equipment on an IP network, enabling a simple way to view and control select Gefen hardware from anywhere on the network. This makes adding new Gefen products to an existing network very easy. In the past, integrators needed both familiarity with and access to network administration settings in order to add new devices to a network. Generally, it required changing network configuration settings on connected PCs in order to access the device, remember and then return settings to their original values afterwards — a challenging task for inexperienced network professionals. Plus, if multiple devices were added to a network with overlapping IP addresses, it was basically impossible to access any of them. With the Discovery tool, integrators can connect new Gefen devices directly to the network, as well as access, configure and change IP settings, all from a PC, laptop or smartphone.

The mobile Gefen Syner-G Discovery Apps are available on iTunes and Google Play. All are free of charge. Currently available on select models, all functionalities and features of Gefen Syner-G suite will be included on all Gefen hardware beginning in 2015.

Here are all the details.

The Thinklogical VelocityDVI 3 Direct Fiber-Optic Input Card installs directly into the Christie Entero HB cube, providing fiber-optic video signal extension capability at 6.25 Gbps bandwidth without the use of external receivers, power supplies and copper cabling, resulting in fewer points of failure and simpler, cleaner installations.

The new direct fiber input card leverages Thinklogical’s patented Multi-Rate Transmission System (MRTS) technology. MRTS enables multiple data streams of uncompressed video, audio and peripheral signals to be multiplexed and transmitted over a single fiber optic cable to receivers at distances up to 80 km (nearly 50 miles) at an industry-leading 6.25 Gbps bandwidth. This allows for a highly-scalable architecture that delivers video content, digital and analog signals and data with no latency or degradation associated from limited bandwidth, compression or copper cables.

The card is compatible with all Thinklogical MX and VX matrix switches and video routers for applications requiring the distribution of content from multiple video and data sources to multiple displays and user destinations.

Here are all the specs.

The SMD 202 is adaptable to different network conditions and streaming requirements, offering both push and pull streaming configurations. Audio output signals are available as HDMI embedded audio as well as analog stereo audio, making it directly compatible with embedded display speakers or existing audio systems. An intuitive, interactive on-screen menu provides easy setup and source selection using front panel buttons or the optional handheld IR remote control. Designed for pro AV applications, the SMD 202 can be controlled using Ethernet, RS-232, IR, and wired IR interfaces.

Here are all the tech specs.

Luka Birsa, Visionect CTO, argues “Electronic paper’s high-readability and low power consumption make it ideal not only for e-books, but also for use in digital signs — which can now come in any size and are no longer limited to the dimensions of electronic paper displays available on the market. New hardware and software from Visionect make it possible to build a custom digital sign by combining multiple EPDs or electronic paper displays into larger screens for the first time, ushering in a new era of digital signage.”

The new Visionect Platform enable companies to develop their own electronic paper digital signage products and solutions that are custom-tailored to their exact needs.

Based on the fact that “every digital sign is different,” Visionect provides hardware and software building blocks the customer needs to tailor electronic paper signage exactly to their individual needs.

The Visionect electronic paper platform can drive multiple electronic paper displays at once, with the high-readability of printed text perfectly adapting to environments “where glaring, energy consuming and heavily wired LCDs just can’t do the job.”

Based on almost a decade of research and three years of experience with running electronic paper displays 24/7 in demanding conditions, such as hot Australian roads and cold Alpine winters, Visionect engineers developed a brand new hardware board created specifically for digital signage. The board has Wi-Fi and 3G connectivity and localization features (GPS), and, most importantly, has the ability of connecting various sizes of electronic paper displays and even multiple displays to a single electronic board.

Supporting the new hardware is a complete overhaul of the software for driving electronic paper displays. Now written in Go, the server software features a more user-friendly interface, making monitoring and managing displays easier, on desktop or mobile. Adapted to use in digital signage, the software is suitable for large scale deployments and enables the handling of multiple display units connected to a single board.

Visionect’s CEO Matej Zalar says, “By introducing these new building blocks onto the market, a new generation of digital signage is born. Based on highly-readable electronic paper, the Visionect platform enables the easy creation of custom-made digital signage solutions. Any electronic paper display in combination with our hardware and software can result in a sign that is self-sustainable and performs outstandingly in numerous environments.”

One thing for sure: the new platform sets a trend for a 100 percent self-sustainable signage solution that can be mounted without wires and which significantly decreases the total cost of ownership.

To learn more about Visionect, go here.

The eight at-large director board director seats, which include three reinstated board members returning to serve a second term, were decided by the DSF membership in an independent election from a slate of eleven nominees to serve two-year terms are:

• Spencer Graham, West Virginia University- Second Term
• Janna Rider, American Dairy Queen Corp. – Second Term
• Shaneeka James, Consultant – Second Term
• Manolo Almagro, TPN
• Len Dudis, Seaworld Parks & Entertainment
• Mark Geiger, Georgia World Congress Center
• Susan Heller, Thomson Reuters
• Jeff Kent, Cineplex Entertainment

Goldberg said, “The Digital Signage Federation has come a very long way in its first five years. From a humble beginning, we have grown in size, influence and most importantly, value to our diverse membership. I am proud to have played a small role over that time, and prouder still of the incredible people that I’ve been honored to meet and work beside. As I assume the chair of the DSF for 2015, one goal for the coming year is to focus the amazing group of volunteers on our board and committees on tangible benefits for our members and our industry at large. Another is to extend the presence of DSF beyond the US, to help position the DSF as the recognized global advocate and resource for our dynamic industry. These are exciting time… join us!”

The full DSF 2015 Board of Directors can be viewed here.

Monitors can be mounted horizontally or vertically. Details are here.

Entries are being accepted for Best Still Design, Best Video Design and Best Screen Design categories until April 30, 2015. Winners will be announce on May 12, 2015.

“Each year, we’re thrilled by the depth of originality and skill in our customers’ content designs,” says Debbie DeWitt, marketing communications manager for Visix. “We always stress that screens have to be dynamic and attractive to be engaging, and the client samples we receive show that that message is getting through loud and clear.”

A panel of award-winning design artists from Visix will choose three finalists and one winner in each category. Winners will receive:

• A GoPro HERO3+ Silver camera
• A Branded Theme Pack from Visix
• A mounted, personalized Expression Award
• Winning entry featured on Visix websites and social media
• Recognition in the Visix newsletter and press release announcing winners
• Use of the official Expression Award winner logo

Details and the entry form are available here.

And, of course, it’s chock full of features as it’s an electronic whiteboard — including a stylus (in fact, you can use two simultaneously, if you’d like) and, when you touch the screen with the pen, it automatically switches to whiteboard mode- figuring it out all by itself. Oh, and it’s BYOD capable as it accepts and displays four screens simultaneously.

But, it’s not just an 84” that Microsoft is showing at ISE; they’ll have a every size you can imagine from 55” – 84”.

A few things that will be interesting to ponder at ISE when you enter the Microsoft Stand in Hall 8 (8-K355) are:

1. Since this monitor figures out what you want to do — or, you can talk to it, do you need a control system in small rooms where it is installed?
2. Since it’s integrated with multi-touch and white boarding, does SMART just become the Kapp company?
3. Is the fact that it uses Windows 10 a help or hindrance (we are a MAC company, so we aren’t Windows fan-boys — so you tell us).
4. Now that Microsoft is in the AV market looking for integrators, do you think that ISE 2015 will mark the show where it all changed FROM AV to IT?

Tell us what you think what impact Microsoft’s entry into the AV market will have on audiovisual systems integration, overall? If any.

To provide responsive feedback and accurate positioning via panning, zooming, and scrolling — just like a giant tablet — BenQ’s RP840G provides students, presenters, and information-seekers with advanced 10-point multi-touch technology. Featuring a native 3840×2160 4K UHD display (LED-lit LCD), the panel is equipped with low blue light technology, which is designed to enable more comfortable viewing sessions and anti-glare glass to reduce image interference, screen reflection and eliminate any visual noise caused by glare.

Augmenting installation convenience, the RP840G provides multi-platform compatibility with Windows, Mac, Linux and Chrome OS and the RP840G also features BenQ’s QCast software. Using Wi-Fi, the software suite allows presenters to cast content easily from anywhere in the room via any PC or smart device and it’s compatible with (and bundled with) DisplayNote teaching software.

Inputs include VGA, HDMI and network and USB content ports. It’s shipping and more information is here.

With Room Agent, the TLP Pro 520M, 720M, and 720T TouchLink Pro Touchpanels require no programming, as they
simply operate as a client of Microsoft Exchange. Booking a room from the touch panel is as easy as tapping the “Reserve” button for the time you want. The intuitive interface clearly displays room availability and a timeline view of the room’s occupancy status for the rest of the day. In addition to the customizable touch panel interface, bright LEDs within the bezel make it easy to see if a room is occupied or available, even from down the hall.

For more information on Room Scheduling, go here.

A tabletop NTC-1912 customized with colors and logos is an inexpensive, effective method to expand the reach of a company’s presence. There are great customizable floor-standing options as well, depending on the amount of available space.

An NV3 kiosk holds trade show attendees captive and provides the perfect networking opportunity for an average of fifteen minutes. When that time is used for pitching products and company information, new contacts and lead generation come naturally.

NV3 Technologies recently entered into a multi-year business venture with Digital Conventions in Washington, DC. Ten Cell Phone Charging Kiosks (eight with 32-inch HD LED screens and two with 46-inch HD LED screens) are now available for trade show booths to sponsor. NV3 provides the kiosks and any needed service, and Digital Conventions ensures sponsorship of kiosks for trade shows and events. Each unit displays information supporting the active show and has the capacity to charge nine mobile devices simultaneously with NV3’s safe charging technology. NV3 is looking to close similar deals with other companies interested in providing cell phone charging and digital signage.

A major cell phone carrier representative and client of NV3 Technologies said, “Mobile device batteries tend to expire more quickly in the trade show setting than most patrons expect.” She owns over a dozen portable tabletop units for use at events and trade shows, and is a major proponent of the importance of charging kiosks in convention centers. “Necessary information is kept on smartphones and tablets; a lost connection can be devastating to the productivity of trade show participants.”

When a trade show booth features an NV3 Cell Phone Charging Kiosk and uses the unique digital signage screen to display relevant company or product information, that booth has the potential to see more traffic than it would have otherwise.

Here are the details.

Robert Wilson unveiled a ground-breaking new video installation at the Musée du Louvre in Paris, France. Powered by BrightSign XD, Wilson’s “Living Rooms” exhibit features Lady Gaga in the re-creation of several renowned paintings housed at the Louvre – The Death of Marat, The Head of St. John the Baptist on a Charger, andMademoiselle Caroline Riviere – as well as one Japanese bondage-inspired portrait in which Lady Gaga appears bound and suspended in midair.

The striking installation is the perfect juxtaposition of modern artistic technique and classic artistic works, resulting in a provocative interpretation that blurs the lines between traditional art and modern pop culture. BrightSign’s digital signage media players power the entire installation, encompassing 17 separate LCD and plasma displays installed throughout the sprawling museum.

Dissident Industries handled the technical implementation, including development, production, post-production and installation. This project at the Louvre is the latest effort in Dissident Industries’ longstanding collaboration with Robert Wilson.

“The behind-the-scenes hardware that powers our video exhibits needs to be rock-solid, and BrightSign’s players are as rugged as they come,” said Matthew Shattuck, co-founder of Dissident Industries. “In terms of the players’ video quality, reliability and form factor, BrightSign wins by a mile.”

The Louvre’s curators ceased collecting contemporary art many years ago; therefore it’s quite unusual for a major video installation of this scale to be displayed at the museum. “Living Rooms” is attracting a great deal of attention, provoking a fascinating discussion about the modern interpretation of classic works. Lady Gaga is well known for pushing the boundaries of artistic expression, and her collaboration with Robert Wilson further cements her position as a pop culture icon.

“Living Rooms” opened in November 2013 and will run through February 2014.