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Selfridges Adds Digital Signage for Internal Comms

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Selfridges and AVMI

Global AV integrator AVMI provides Selfridges with a way to share their digital content internally efficiently and effectively across the retailer's nationwide offices. 

AVMI deployed a high-impact indoor LED wall at the London Team Tunnel--and a network of more than 30 Samsung Smart Signage Platform displays at Selfridges office and retail locations in Manchester, Birmingham, Leicester and London.

Embed Signage digital signage software delivers real-time updates to the displays-- a digital signage solution that Selfridges appreciates for significant benefits-- both operationally and financially.

AVMI worked closely with Selfridges’ IT and Internal Communications (IC) teams who opted for cloud-based Embed Signage to publish content to a range of different devices from any location with an internet connection. The software also provides Selfridges with a status overview of their network of signage displays, helping them to identify when content was received by each device, if they are currently playing content and if a screen has been turned off /disconnected unexpectedly.


The more than 30 Samsung SSP displays were placed in communal areas and kitchens to be clearly visible and to create common talking points for staff during breaks--and placed as well as behind customer facing Click & Collect counters and retail concessions at certain stores.

Selfridges also selected a 3m wide by 1.75m high, 2.6mm pixel pitch bezel-less LED wall from digiLED for their ‘Team Tunnel’ that connects their HQ to their flagship store. Deciding factors included the solution’s brightness, contrast levels and colour reproduction capabilities.

The LED wall provides the focal point Selfridges desired and the technical solution complements the bold brand imagery displayed by Selfridges. 

Selfridges says it is already realising significant time and cost gains in managing and distributing their messaging. Productivity gains have also been realised by Internal Communications and Graphics teams who were spending about two days a week producing a printed weekly newsletter for the business. As a result of the screens, the newsletter is now only produced fortnightly-- and in a digital format. Content that once was featured in the newsletter now is displayed on the screens and the UK department stores is now able to show video, animation and its award-winning Selfridges Hot Air films on the big screen. Annual print savings of approximately £23,000 are also accruing.

Go AVMI Gives Selfridges Digital Signage