cocor luxury store the challenge

cocor luxury store
DAkTROniCS TEChnOLOgy CATAPuLTS BuChAREST LuxuRy
STORE’S mEDiA fAçADE inTO EuROPE’S SECOnD LARgEST
“Daktronics understands our desire to put Cocor Luxury Store on
the axis of spectacular digital outdoor: New York with Times Square,
London with Piccadilly Circus, and Bucharest with Cocor Channel.”
Copyright © 2009 Daktronics DD1568413 Rev 00 051109 Page 1 of 2
—Dan Barbulescu, Cocor CEO
tHe cHAlleNGe
Cocor Luxury Store is one of the oldest and best known
department stores in downtown Bucharest, Romania.
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Developers sought to upgrade both the interior
and exterior of the existing building to reaffirm its
position as a leading retail center.
Cocor wanted to create a spectacular advertising
display system that would enable the luxury store the
flexibility to present a nearly unlimited amount images
and information. This would then not only create
customer excitement and promote the building and
its tenants, but also help revitalize and rejuvenate the
downtown area in Bucharest.
tHe DAKtroNIcs solutIoN
What came next was Cocor’s personal take on
‘mediatecture’, a new concept of architecture where
buildings are coalesced with digital media screens. On
December 1, 2008, Cocor unveiled its extraordinary
outdoor LED display system, contracted, built, and installed
by Daktronics. The project marks the largest installation
by one display vendor (Daktronics) at a single building
in continental Europe and stands an impressive second to
London’s Piccadilly Circus in sheer size.
The entire system comprises of 13 Daktronics LED video
displays equaling a total surface of 560 square meters (6,205
sq. ft.). The main LED display, measuring approximately 24
meters high by 12 meters wide, spans roughly five stories
tall from the top floor down the front of the building. A twostory
tall display measuring approximately 7 meters high
by 12 meters wide sits to the left of the main display on
the top of the building. Both of the displays incorporate fullcolor
pixels on 23 millimeter center-to-center spacing.

five, double-sided, one-story tall ‘fin’ displays stairstep down from the west side
of the Cocor building, one per floor spaced out horizontally. The 16 millimeter
spaced LED displays extend out from the building and measure approximately
5 meters high by 3 meters wide each.
Adding to the already spectacular media façade is a Daktronics freeform video
element display. Located underneath the double-sided displays on the side of
the building and measuring approximately 3 meters high by 20 meters wide,
the display is used primarily for depicting the Cocor mediaChannel brand and
creating dynamic color washes, text, and animations.
During the December unveiling, reporters from Cnn and numerous newspapers,
photographers, and press people from all across Europe were treated to
an immersive show with content provided by keyframe ® Creative Services,
a creative service division of Daktronics. Cocor chose the creative services
division as their preferred supplier of content for the system. To date, keyframe
has provided 18 separate pieces of content with some pieces incorporating
all 13 displays, including logos for Cocor Channel, Cocor Luxury Store and
Cocor Spa hotel.
Cocor mediaChannel manages the display system and dedicates half of
the broadcast space to brands having signed leasing contracts with Cocor
Luxury Store, the financial market, cultural events, social campaigns, tourist
information, live TV broadcasts, and campaigns using interactive access from
a mobile phone or internet through Wifi and Bluetooth. The other half is sold
to local advertising companies.
in the past, media façades generally contained photo prints, texts and poems,
or abstract images—all instances of a somewhat static form of communication.
The façade of the future communicates interactively—using colors, lights,
actions, and videos. implementing digital technology onto buildings allow the
advertiser the outlet to develop a unique connection between the audience
and the architecture. The Cocor Luxury store—and its innovative media wall—
represent the façade of the future.
201 Daktronics Drive PO Box 5128 Brookings, SD 57006-5128
tel 888-325-7446 605-692-0200 ext 56219 fax 605-692-0381
www.daktronics.com email commercial@daktronics.com
Copyright © 2009 Daktronics DD1568413 Rev 00 051109 Page 2 of 2
EquiPmEnT DESCRiPTiOn
Daktronics PS-23 LED video display
matrix: 1024 x 512
Spacing: 23 mm (.90") centers
Dimensions: 23.5 m x 11.75 m
(77'3" x 38'6")
Daktronics PS-23 LED video display
matrix: 288 x 512
Spacing: 23 mm (.90") centers
Dimensions: 6.6 m x 11.75 m
(27'9" x 38'6")
Daktronics PS-16 LED video display
(qty: 10)
matrix: 288 x 192
Spacing: 16 mm (.65") centers
Dimensions: 4.6 m x 3.1 m
(15'0" x 10'0")
Daktronics PxS-62 LED pixel elements
matrix: 48 x 320
Spacing: 62 mm (.49") centers
(989 individual elements)