Birmingham, United Kingdom – Philips Lighting (Euronext Amsterdam ticker: LIGHT), a global leader in lighting, and Desso, a leading brand in sustainable and innovative carpet flooring, is equipping Britain’s largest exhibition center, NEC Birmingham, with Luminous Carpets – futuristic floor coverings embedded with cutting-edge LED technology that light up to create adverts, animations and messages. It is the first Luminous Carpets installation in the world to be used for advertising, opening up a new medium for businesses to communicate with their audiences.
The NEC is the first exhibition centre in the world to adopt Luminous Carpets, which are being used to welcome visitors entering the 200,000m2 West Midlands venue via its Bridge Link area. Visitors to this weekend’s January Furniture Show will be the first to experience Luminous Carpets and will be given a unique greeting on arrival.
Philips LED lights underneath the carpets glow to create dynamic, moving adverts, as well as animations, graphics, effects and messages such as directions, greetings and possibly emergency information. It means exhibitors and managers can create an ambience and interact with the venue’s 3.5 million annual visitors in an entirely new way – via the floor.
“We are passionate about making the NEC a cutting-edge exhibition space and that means taking advantage of the latest technologies that can enhance the visitor experience,” said Kathryn James, Managing Director of the NEC. “Working with Luminous Carpets technology we have been able to explore new ways of capturing audience’s attention as they enter the venue whilst offering organisers an additional advertising and communication tool.”
The project is also the first example of an innovative new business model for the technology, which sees Philips Lighting retain ownership of the carpets, while sharing revenues with the NEC from advertising. Exhibitors, sponsors, event organizers and other advertisers can buy slots – or floor-time – with the flexibility to customize content displayed to fit their shows.