Because we’ve been doing this a while, we see requests for people trying to do all sorts of crazy and cumbersome ideas when it comes to installing digital signs and digital menus. Some types of requests represent a twist on old idea, others are–at least in some degree–represent a new method for installing and attempting to engage with already distracted and disengaged passers-by. Here are a few examples we’ve run across that represent some very atypical and non-traditional attempts at reinventing the wheel.
Underwater Digital Signage
An unnamed club on the Las Vegas strip was attempting to install a standard digital signage display in a fairly non-standard locale: inside one of the club’s very large fish tanks. They needed something with the ability to be submerged in nearly ten feet of water. Unlike other outdoor digital signage displays, this installation would need more than a simple LCD enclosure fit for withstanding some rain. Furthermore, the sign itself would also need to be bright enough to shine through several feet of water.
After some discussion and perhaps some coaxing, we successfully convinced the owner to place the signage abutting the external glass directly so as to ensure the visual message on the display would not become too distorted by being three feet away in the midst of fish and the diffraction of the water. We unsuccessfully convinced them to install the sign under the water in the first place. Wouldn’t it be so much easier and cheaper to install the sign right outside the tank. The response:
This is Vegas man, we don’t do things in practical terms.
Table Top and Floor Bottom
We’ve had a number of specific requests with specific expertise on how to install digital signs and digital menus in places like floors and within restaurant tables. A long time ago, I was aware of a couple of companies that focused on that “in floor” signage as their signature niche. They had specific research from PhDs on the psychology involved in in-floor signage and how it was even more effective at capturing eyes and shifting behaviors. In a couple of cases, we’ve seen the desire to install larger touchscreen LCDs or tablets IN a restaurant table itself.
Both of these installation forms, while typically more expensive, have certainly dropped in their cost over the last decade as the hardware has shrunk in size–making it easier to embed and even more justifiable as an installation form.
While none of the above mentioned display installations relate to one another, there is at least one way in which they’re all similar: they cost far above and beyond what any normal digital signage installation would require. In my humble opinion, the marginal cost difference isn’t quite worth the “potential” and touted marginal increase in eyeballs and actions. If someone has numbers showcasing otherwise, I would be glad to post them.