The Digital Oculus

  • 2016

  • Architectural
    Interior

Designed By:

  • AMP Capital Shopping Centres

Commissioned By:

AMP Capital Shopping Centres

Designed In:

Australia

The Digital Oculus, a world first installation, was designed by AMPCSC for the $670M redevelopment of Pacific Fair on Australia’s Gold Coast.

Transforming traditional shopping trips into stimulating experiences while maintaining revenue is a challenge faced by shopping centres worldwide. AMPCSC responded, enticing visitors with meaningful, locally-resonant experiences through new digital media.


view website

  • CHALLENGE
  • SOLUTION
  • IMPACT
  • MORE
  • Located in the light filled atrium above the bustling fresh food market is an innovative digital chandelier. The installation comprises three large, curved custom-made LED video screens, each 5m by 3m, wrapped around a spectacular centrepiece chandelier suspended from a light-filled atrium. Custom-produced for the space, it provides maximum impact and consumer engagement. The viewing angle needed to be very wide to provide a consistent colour image across a maximum range of viewing angles. The curved digital panel displays are arranged to form a cylinder, each strategically positioned to provide optimal viewing from all approaches. Fine pixel pitch was essential in providing exceptional image detail.

  • The displays needed to be lightweight and slimline to allow for a simple suspension system with minimal rigging, harmonising with the organic architectural aesthetics. The atrium space is open with a lightly supported glass roof structure meaning the displays had to deliver high impact visuals from a 'barely there' display structure which impedes minimally on the natural daylight coming from above. At around 10cm thick, the bespoke screens are the most slimline in existence today, were specially manufactured in the US and curved to a custom radius. The curves were flattened to an arc of 50 degrees to ensure that the finished product was perpendicular to consumer access and viewing points.

  • Central to the installation is a dramatic bespoke lighting feature, comprising of 2,500 glass components (some internally illuminated with LED lamps) suspended from a circular frame. High gloss black reflective panels on the rear of the displays reflect the sparkling glass chandelier and add visual depth. The space from above is flooded with natural daylight, which features a large angled skylight glass roof. The lighting adds to the aesthetic appeal of the Digital Oculus as a stunning architectural feature, not solely a digital media installation.

  • This iconic centre holds a special place in lives of locals and tourists. AMPCSC is transforming Pacific Fair into the leading shopping destination in Queensland and the 4th largest shopping centre in Australia. The installation provides a quality digital gallery experience that reflects the new centre's sophisticated brand. Twenty-five per cent of content is media art created in partnership with Griffith University students responding to place themes developed to appeal to two key audiences—locals looking for a sense of their place in a dramatically changed local destination, and interstate/international visitors, seeking memorable holiday experiences and 'Instagram moments' to share with friends and family.

    The spectacular form of the Digital Oculus has created a maximum-impact environment for advertising content that literally stops shoppers in their tracks. Seventy-five per cent of the screen content is revenue generating with 25% displaying new media art created in response to the place story. Through a partnership with a media provider, advertisers are challenged to create unique content that complements the artistic curatorial framework. The unique viewing experience, with a 360 degree customer reach, attracts more diverse advertisers while enhancing the overall environment. The result is a commercial and experiential win-win.