The digital billboard is located on the majestic “Tree of Life”, the 25 m tall design centrepiece of Funan. Spanning six storeys and housing 20 retail pods, the Tree of Life is the heart of Funan’s co-retailing concept, where new retail pop-ups will be launched regularly to give shoppers novel experiences. The billboard is situated just above “Centre Stage”, Funan’s main event space with a multipurpose amphitheatre, to entertain audiences while ensuring a long dwell time and unobstructed visibility. Measuring close to 3 m tall and more than 5 m wide, the high-definition “Funan eLevate Digital Billboard” has a 2.5 mm pixel pitch high resolution display to deliver impactful visuals to captivate the mall’s visitors.
In the coming months, JCDecaux will install a camera on the digital billboard to create immersive brand experiences using camera-triggered content and Augmented Reality (AR). Advertisers can look forward to running interactive digital out-of-home campaigns to engage audiences where content can be delivered according to different cues, such as gender, age and colour of clothing. Such dynamic out-of-home campaigns in the retail sphere are in line with Funan’s strategy to offer a differentiated consumer experience.
Evlyn Yang, Managing Director of JCDecaux Singapore said, “We are proud to work with Funan to transform the retail experience in Singapore. There is synergy between JCDecaux’s data-driven innovations and Funan’s state-of-the-art personalised services. The latest of our advertising solutions, offered through the “Funan eLevate Digital Billboard” is testament to how digital out-of-home solutions augment the consumer journey and invite shoppers to participate and engage directly with brands through interactive touchpoints.”
Complementing Funan’s tech-enabled user journey, retailers are innovating in their respective fields for novel offerings to consumers, such as an urban farm, a supermarket where consumers can pay using their phones and more than 190 brands. Among these are artisan jeweller Carrie K’s first standalone boutique, fashion label Love Bonito’s largest outlet in Singapore, as well as new concept stores and flagships, such as consumer tech firm Dyson’s first standalone store in Singapore and British foldable bicycle manufacturer Brompton Junction’s South-east Asian flagship store. Poised to become an inviting and energetic heart of Singapore’s Civic District, the mall is housed in an integrated development comprising office blocks and co-living serviced residence designed for millennials.