Visitors to the ICE Totally Gaming show at London’s Excel centre entered the venue through a new entrance experience by screen hire company YSLV.

The six-metre high, 11-metre wide LED screen pyramid was created by YSLV with Excel Invision, Excel London’s advertising division.

Spanning four doorways, the new digital advertising product showcased exhibitor Playtech who said they were delighted with the results.

“We are very excited to be able to offer a new digital product to exhibitors and exhibition organisers, and embrace digital advertising at its best.” said David O’Beirne, Excel London’s media & sponsorship director.

YSLV project manager James Whitmarsh added: “We knew the concept was going to be successful from the moment we created a visualisation – it structurally integrates with the building and it’s such a breath taking structure you just can’t miss it.”

Created from YSLV’s new extra bright 9mm pixel pitch outdoor LED screen, V-Lite R9, the digital entrance forms part of a growing range of digital LED advertising products available at the venue.

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