The city of Kiel, Germany, has launched “Zukunftsraum” (Future Space), a pilot project designed to explore the role of digitalization in brick-and-mortar retail. Supported by Kiel-Marketing and federal funding, the initiative provides a test environment for smart shopping concepts and experiential retail.
As part of the project, outdoor brand Helly Hansen opened its first pop-up store in Germany, using the 220-square-meter site to evaluate the impact of digital signage and interactive displays. Sony supplied 11 BRAVIA 4K Professional Displays, including the 98-inch FW-98BZ53L, while digital signage provider xplace installed the displays and deployed its BEECEEN content management system.
Challenge
The city of Kiel’s goal was to determine how digital signage and smart retail solutions could positively shape the shopping experience. The temporary pop-up store required a mix of traditional retail space and digital infrastructure to test new approaches to customer engagement.
Solution
The installation included five 43-inch FW-43BZ30L, four 50-inch FW-50BZ30L, one 55-inch FW-55BZ40L and one 98-inch FW-98BZ53L displays. Several displays were paired with sensor- and RFID-based solutions, enabling Lift & Learn and Place & Learn experiences where customers could interact with products and view contextual information.
Sony’s Deep Black Non-Glare coating, used in the BZ53L and BZ40L series, reduced reflections and improved contrast, ensuring clear image quality even in bright environments. According to Sony, the displays were chosen to serve as both information hubs and brand communication tools.
Results
The Future Space pop-up store demonstrated how digital signage can merge the physical and digital retail experience, offering customers interactive information and supporting purchase decisions. Content updates were managed centrally through xplace’s BEECEEN CMS, with interactive zones designed to capture customer engagement data.
Christian Flohr, brand ambassador for xplace, said: “Our solutions digitalize the customer approach at the point of sale and are designed to accompany brick-and-mortar retail into a secure and unique future. At Zukunftsraum Kiel, we have Sony on board as a partner whose technological expertise is demonstrated by its outstanding signage displays.”
Sustainability Focus
Sony highlighted sustainability in its BRAVIA BZ-L series. Some displays are built with recycled materials, including SORPLAS, and include features such as SoC architecture, ambient light sensors and an eco dashboard to reduce power consumption. In December 2024, Sony Europe received the EcoVadis Gold Medal, placing it in the top 5% of companies assessed for sustainability worldwide.
For more information, visit: Sony Professional Retail.