London- Retail

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Client Overview

Launched in 1977 as Pinwheel, Nickelodeon is now owned by the Viacom Media Networks and has become one of the world’s largest television networks.

This European flagship – the UK’s first – is the result of a new partnership between Nickelodeon Viacom Consumer Products and Entertainment Retail Enterprises. Owned and operated by Entertainment Retailer Limited (a subsidiary of Summit Retail International and a division of ERE), it marks the beginning of a store rollout plan that will see retail outlets introduced across five continents.

Project Brief

Positioned in the heart of one of the world’s prime retail and tourism destinations, Nickelodeon’s flagship store at One Leicester Square, London offers the perfect platform to showcase the global entertainment brand and its internationally recognised characters.

Appointed by SmartDesign Group, PAI was tasked with installing an array of AV, sound, lighting, multimedia and interactive elements throughout the multi-level space.

The integration of AV needed to help create an immersive retail experience, which was both playful and surprising for kids and families, whilst offering a unique and personal touch point for fans around the world.

Technical Solutions

The store boasts more than 40 digital displays, a range of short throw and glass projection, touchscreen technology and audio equipment.

With a 116 sq. metre glass frontage, upon approach eyes will be drawn to the striking landscape video wall behind the windows on the upper level. Made up of three separate but synchronised video walls, comprising a total of 24 Samsung screens in 4x2 formation, it operates from store opening through to the early hours of the following morning.

Inside a further 21 screens are distributed; a 2x2 video wall above the staircase is surrounded by a large frame in Nickelodeon’s famous bright orange, whilst seven screens make up a vertical screen feature, which connects the two floors and sees vibrant content move up and down. Half a dozen 46” commercial monitors can be found on the first floor, with four 32” models at the POS areas.

Distribution and control comes via a Pharos system, paired with 26 BrightSign LS422 networked media players supporting 1080p30 video playback, plus six LS322 commercial audio devices.

Whilst UST projectors broadcast content across walls, other models project bubbles, jellyfish and more across the floor. In the Teenage Mutant Ninja Turtles zone, glass projection is used to display footage of Leonardo, Raphael, Donatello and Michelangelo.

Elsewhere a kiosk in the shape of a pineapple – the underwater home of one of Nickelodeon’s most famous products, SpongeBob SquarePants – hosts eight iPads featuring a multitude of apps and games. Along with a CleverTouch S Series 55” touchscreen, there are plenty of interactive pause points to keep customers of all ages amused.

Full range, two-way loudspeakers, powered by Ashly amplification with built in Protea digital sound processing, provide the themed music and character support audio across the whole store.


Nickelodeon’s Leicester Square flagship is bursting with technology, including state-of-the-art multimedia and interactive elements. The various AV, sound, lighting and control solutions installed by PAI together create a compelling showcase for the Nickelodeon brand and its key properties.

Customer response has been fantastic since the store’s opening. PAI now provides ongoing maintenance and support as required, whilst our in-house media and IT teams manage regular content updates.

Client Comment

“PAI have really high technical competency, a very diverse team with broad skills, knowledge of new technology, components, applications and content.” - Ruth Crowley (Senior International Business & Brand Development Executive, Entertainment Retail Enterprises)

Key Products

  • Samsung displays
  • LG commercial monitors
  • BrightSign LS422 networked media players
  • Hitachi CP-WU9410 projectors, FL-900 lens
  • CleverTouch S Series 55”
  • Ashly ne8250 network-enabled amplifier
  • Protea DSP
  • Apple iPad Air tablets