Digital signage has taken a new turn at a Californian shopping centre, with Daktronics designing, manufacturing and installing a curved LED video display.

The display, at NewPark in Newark, surrounds an elevator at the shopping centre and includes linear freeform elements to create a ‘memorable visual centrepiece within the mall'.

Daktronics says the offering provides a unique marketing opportunity for the mall's diverse mix of retailers and promotes stores ‘in a bold new way'.

The main display is around 17-foot high by 13-foot wide and uses tight six millimetre line spacing for clear imagery.

The video display is part of a larger transformation for the 1.1 million square foot shopping centre, which is home to more than 150 specialty stores, including a 12-screen theatre.

The main video display is surrounded with freeform LED elements to create a digital façade with ambient lighting for ‘the ultimate viewing experience'.

Daktronics says the display is the first of its kind and is a custom, Daktronics-engineered design covering 868 square feet.

“Pairing the freeform technology with the main curved display offers prime brand visibility and promotional opportunities for mall tenants as well as community and non-profit organisations,” the company says.