A media Experience Block into the centre of the 400 m2 space, moving all shopping functions into a single device and allowing unimpeded views of the sweeping concrete forms making up both the external walls as well as the raised of Casa da Música.

1. » DISPLAX CASE STUDY
OPTIMUS CONCEPT STORE
» CASA DA MÚSICA
» PORTUGAL
START © DISPLAX 2008

2. 01
» DISPLAX CASE STUDY
OPTIMUS CONCEPT STORE
» CASA DA MÚSICA
» PORTUGAL © DISPLAX 2008 THE CLIENT
MARKET SECTOR: TELECOMMUNICATIONS
COUNTRY: PORTUGAL
BRAND: OPTIMUS
CLIENT OVERVIEW: Founded in 1998
Owned by SONAECOM
PRODUCTS: Voice Mobile, Internet, Cable Television
Revenue 893M€ (2007 SONAECOM)
NUMBER OF CUSTOMERS: 2,893M
WWW.DISPLAX.COM

3. 02
» DISPLAX CASE STUDY
OPTIMUS CONCEPT STORE
» CASA DA MÚSICA
NEEDS &
» PORTUGAL © DISPLAX 2008 MOTIVES
» Extremely competitive market
» Need to differentiate from competitors.
» OPTIMUS is perceived as modern, dynamic and innovative. Culture is also a very
prominent characteristic of the brand’s personality, specially music.
» OPTIMUS is seen as a highly innovative brand and company
» is the only company in the world to be awarded three GSM Awards in a row.
» OPTIMUS management decided to create a unique project reflect the brand values
offer consumers an engaging brand experience.
» Their goal was to have the best concept store in the world
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4. 03
» DISPLAX CASE STUDY
OPTIMUS CONCEPT STORE
» CASA DA MÚSICA
PROJECT
» PORTUGAL © DISPLAX 2008 DESCRIPTION
LOCATION
CASA DA MUSICA
OPORTO
PORTUGAL
CASA DA MÚSICA
OPORTO, PORTUGAL
ARQUITECTURAL PROJECT BY
OMA – OFFICE FOR
REM KOOLHAAS,
DUTCH ARCHITECT METROPOLITAN ARCHITECTURE
DESIGN PROJECT BY KRAM/WEISSHAAR
NOMINATED ONE OF THE
100 MOST INFLUENCIAL
PERSONS IN THE WORLD IN
2008, BY TIME MAGAZINE
TECHNOLOGY BY
DISPLAX INTERACTIVE SYSTEMS
WWW.DISPLAX.COM

5. 04
» DISPLAX CASE STUDY
OPTIMUS CONCEPT STORE
» CASA DA MÚSICA
PROJECT
» PORTUGAL © DISPLAX 2008 DESCRIPTION
INTERACTIVE FACADE
EXPERIENCE BLOCK
WWW.DISPLAX.COM

6. PROJECT
DESCRIPTION
05
» DISPLAX CASE STUDY
OPTIMUS CONCEPT STORE
» CASA DA MÚSICA
THE INTERACTIVE
» PORTUGAL © DISPLAX 2008 FACADE
More than 22 meters of
tri-dimensional
interactive projection
» Spectacular night show
» Several DISPLAX™ Interactive
Systems combined
WWW.DISPLAX.COM

7. PROJECT
DESCRIPTION
06
» DISPLAX CASE STUDY
OPTIMUS CONCEPT STORE
» CASA DA MÚSICA
THE INTERACTIVE
» PORTUGAL © DISPLAX 2008 FACADE
WWW.DISPLAX.COM

8. PROJECT
DESCRIPTION
07
» DISPLAX CASE STUDY
OPTIMUS CONCEPT STORE
» CASA DA MÚSICA
THE INTERACTIVE
» PORTUGAL © DISPLAX 2008 FACADE
WWW.DISPLAX.COM

9. PROJECT
DESCRIPTION
08
» DISPLAX CASE STUDY
OPTIMUS CONCEPT STORE
» CASA DA MÚSICA
THE INTERACTIVE
» PORTUGAL © DISPLAX 2008 FACADE
WWW.DISPLAX.COM

10. PROJECT
DESCRIPTION
09
» DISPLAX CASE STUDY
OPTIMUS CONCEPT STORE
» CASA DA MÚSICA
THE INTERACTIVE
» PORTUGAL © DISPLAX 2008 FACADE
7 projectors connected to a
DISPLAX INTERACTIVE
SYSTEM
Two different effects:
» the MAGMA (being the brand logo)
» the GRID
Other effects to be developed by request
WWW.DISPLAX.COM

11. PROJECT
DESCRIPTION
10
» DISPLAX CASE STUDY
OPTIMUS CONCEPT STORE
» CASA DA MÚSICA
THE EXPERIENCE
» PORTUGAL © DISPLAX 2008 BLOCK
DISPLAX R&D team had to
develop specific
technologies and products
in order to create the
designed modules of the
machine
The technical know-how of
the R&D team was crucial
for implementing such an
innovative project.
WWW.DISPLAX.COM

12. PROJECT
DESCRIPTION
11
» DISPLAX CASE STUDY
OPTIMUS CONCEPT STORE
» CASA DA MÚSICA
THE EXPERIENCE
» PORTUGAL © DISPLAX 2008 BLOCK
A media Experience Block into the centre of unimpeded views of the sweeping concrete
the 400 m2 space, moving all shopping forms making up both the external walls as
functions into a single device and allowing well as the raised of Casa da Música.
WWW.DISPLAX.COM

13. PROJECT
DESCRIPTION
12
» DISPLAX CASE STUDY
OPTIMUS CONCEPT STORE
» CASA DA MÚSICA
THE EXPERIENCE
» PORTUGAL © DISPLAX 2008 BLOCK
DISPLAX™
INTERACTIVE SYSTEMS
was selected to develop the Experience
Block, covered with over 70 LCD and
plasma interactive displays encompassing
» mobile music videos,
» High Definition movies on demand
» digital TV
» broadband internet
» business services
» downloadable music
» ringtones and wallpapers
» video email and mms
» and a 1:1 scale mobile phone finder
WWW.DISPLAX.COM

14. PROJECT
DESCRIPTION
13
» DISPLAX CASE STUDY
OPTIMUS CONCEPT STORE
» CASA DA MÚSICA
THE EXPERIENCE
» PORTUGAL © DISPLAX 2008 BLOCK
This angular unfolding
entity allows customers
to experience the full
breadth of content and
mobile phones on offer
through the OPTIMUS
network – not through
empty advertising but
through hands-on,
visceral experience.
WWW.DISPLAX.COM

15. PROJECT
DESCRIPTION
14
» DISPLAX CASE STUDY
OPTIMUS CONCEPT STORE
» CASA DA MÚSICA
THE EXPERIENCE
» PORTUGAL © DISPLAX 2008 BLOCK
The Phone configurator is a touch
MODULE screen interface that allows users to
select phones based on various
PHONE categories like price and other technical
CONFIGURATOR features.
While selecting the phone characteristics
on the touch screen, the back lighting
of the product display in the wall is
dimmed, highlighting the relevant
physical phones.
The grid of phones is mirrored on the
touchscreen display as well.
Clicking on one of the phones in the
grid on the touchscreen brings up
detailed information about the phone.
WWW.DISPLAX.COM

16. PROJECT
DESCRIPTION
15
» DISPLAX CASE STUDY
OPTIMUS CONCEPT STORE
» CASA DA MÚSICA
THE EXPERIENCE
» PORTUGAL © DISPLAX 2008 BLOCK
MODULE The Pharmacy consists of a long table
PHARMACY over which a layer of glass is suspended.
A number of mobile phones rest in
cradles on the Pharmacy table.
Touchscreens are rear-mounted behind
the suspended glass top.
Removing one of the phones from its
cradle on the lower table brings up
detailed information on the phone onto
the touchscreen.
WWW.DISPLAX.COM

17. PROJECT
DESCRIPTION
16
» DISPLAX CASE STUDY
OPTIMUS CONCEPT STORE
» CASA DA MÚSICA
THE EXPERIENCE
» PORTUGAL © DISPLAX 2008 BLOCK
The Wallpapers Unit consists of one tall,
thin seamless vertical touchscreen that
MODULE allows the user to manipulate an immense
WALLPAPERS collection of still image content.
A single, uninterrupted list of wallpapers,
themes and screensavers spans the
entire vertical surface of the strip of
touchscreens.
By clicking and dragging on the
touchscreen surface, the user is able to
scroll the entire vertical list vertically or
horizontally. Clicking on one of the
wallpapers brings up more detailed
information about the item if available.
WWW.DISPLAX.COM

18. PROJECT
DESCRIPTION
17
» DISPLAX CASE STUDY
OPTIMUS CONCEPT STORE
» CASA DA MÚSICA
THE EXPERIENCE
» PORTUGAL © DISPLAX 2008 BLOCK
The MP3 Unit consists of two tall, thin
seamless vertical touchscreens that allow
the user to manipulate an immense
MODULE collection of music or audiobook MP3
MP3 content.
A single, uninterrupted list of song titles
spans the entire vertical surface of the
strip of touchscreens.
By clicking and dragging on the
touchscreen surface, the user is able to
scroll the entire vertical list. Clicking on
one of the titles brings up more detailed
information about the song such as the
album art, plays the music video if
available. The audio for the selected track
is audible to the user alone through the
use of a directed audio speaker.
WWW.DISPLAX.COM

19. PROJECT
DESCRIPTION
18
» DISPLAX CASE STUDY
OPTIMUS CONCEPT STORE
» CASA DA MÚSICA
THE EXPERIENCE
» PORTUGAL © DISPLAX 2008 BLOCK
The Ringtone Unit consists of two tall,
thin seamless vertical touchscreens that
MODULE allow the user to manipulate an immense
RINGTONE collection of Ringtone audio content.
A single, uninterrupted list of song titles
spans the entire vertical surface of the
strip of touchscreens. By clicking and
dragging on the touchscreen surface, the
user is able to scroll the entire vertical list.
Clicking on one of the titles brings up
more detailed information about the song
such as the album art, plays the music
video if available. The audio for the
selected track is audible to the user alone
through the use of a directed audio
speaker.
WWW.DISPLAX.COM

20. PROJECT
DESCRIPTION
19
» DISPLAX CASE STUDY
OPTIMUS CONCEPT STORE
» CASA DA MÚSICA
THE EXPERIENCE
» PORTUGAL © DISPLAX 2008 BLOCK
The TV Unit consists of 23 Flat-Panel
MODULE displays simultaneously playing live Hi
TV Definition TV content.
Two touchscreen interfaces allow the user
to select and control the content shown
on each of the individual displays.
The top interface is intended to control the
upper half of the displays for adults and
the lower interface is intended to be used
by children to control the lower half.
The system should also provide for the
possibility to display web content on the
individual displays.
WWW.DISPLAX.COM

21. PROJECT
DESCRIPTION
20
» DISPLAX CASE STUDY
OPTIMUS CONCEPT STORE
» CASA DA MÚSICA
THE EXPERIENCE
» PORTUGAL © DISPLAX 2008 BLOCK
The Clix Unit consists of one angled
integrated touchscreen display, video
camera and directed audio loudspeaker
MODULE that allow the user to record, playback,
CLIX email and mms short video clips.
WWW.DISPLAX.COM

22. PROJECT
DESCRIPTION
21
» DISPLAX CASE STUDY
OPTIMUS CONCEPT STORE
» CASA DA MÚSICA
THE EXPERIENCE
» PORTUGAL © DISPLAX 2008 BLOCK
TESTIMONIAL
“This store merges two areas for which
OPTIMUS has a particular affinity:
innovation and music. Few companies
other than OPTIMUS would dare make
such a bold move. OPTIMUS has a long
tradition of innovation. We have been
Angelo Paupério, setting the pace of the sector and at the
SONAECOM Chairman forefront of the creation and adoption of
the most advanced technological
solutions for the past ten years.”
WWW.DISPLAX.COM