Case Study: Taking Valle Real shopping center to a new dimension - "Digital playground - Bird Land"

We renew the new image of the Valle Real shopping center with new visual experiences inspired by the nature of Cantabria
Case Study: Taking Valle Real shopping center to a new dimension - "Digital playground - Bird Land"

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The Valle Real shopping center located in the Camargo area (Cantabria), has undergone extensive remodeling in order to improve all its internal common areas, and whose works are about to end this year.
The project led by Sonae Sierra and (WeAre) Reify, had the collaboration of the construction company Copsesa and INEL-2000, and involved an investment of more than 10 million euros to renovate its common spaces. The objective of this complete internal renovation is to modernize the spaces of the shopping center of more than 48,000 square meters by adding innovative technological solutions, thus offering a high-quality experience to the user, and reinforcing its position as one of the reference centers in Cantabria.

The conceptual design for the remodeling of the shopping center is entirely inspired by the natural wealth of Cantabria. For this reason, this concept has been integrated into a new children's leisure space: it is called Bird Land, "Land of Birds" inspired by the Alday marsh located in the immediate vicinity of the center. In this new space, LED screens and ad hoc and personalized content were installed in the recreational areas and in all areas of the toilets.

Unique spaces with personality thanks to digitization
For this comprehensive renovation project of the shopping center, the property has had the collaboration of its technological partner LED DREAM Group, a specialist in technological solutions based on LED screens, AV PRO material, digital content, and dynamic digital lighting, for the remodeling of the new Bird Land children's leisure area, and the 3 complete toilets of the shopping center.

The project includes the conceptualization, design, and execution of all audiovisual elements. LED DREAM Group, took charge of the project from the manufacture, supply, and implementation of audiovisual digital elements and their support structures; to the design, creation, and adaptation of content inspired by the nature of Cantabria for all screens under the Brightsign and Broadsign platforms, through which the implementation of 3D content and various HTML5 templates for the reproduction of dynamic content was carried out; and the implementation of the entire project. All these elements were perfectly integrated with the aim of transmitting a differential value, maintaining the essence of the Valle Real shopping center, with audiovisual technology as the protagonist.

Bird Land - 11-meter game tower and a 17-meter-long slide
This new leisure space is characterized by the implementation of an 11-meter-high game tower and a 17-meter-long slide, also becoming one of the most unique areas of the reform and the new image of the shopping center. It has a bird viewpoint called Bird Land, suitable for children from 2 to 12 years old, which is inspired by the Alday marsh and offers detailed information on the birds of the Cantabria region. In it, children will be able to enjoy the facilities and learn about the birds that inhabit the Alday marshes, a dynamic and very fun way to introduce children to the fauna of the territory. In addition, the new space has equipment for children with reduced mobility and ensures the comfort of the whole family by including rest areas for parents within the park.

Within this element, high-resolution Black LED screens and high image quality have been installed. The entire execution has been carried out by LED DREAM and has been carried out in different phases between the months of April 2021 and October 2021 (its launch was in February 2022). The trapezoidal and right-angled assembly with inclination to the ground for better visibility of the LED screens from the base of the tower is one of the main attractions of this custom project and one of the most complex. 

For this reason, the screens have a modular structure and different sizes of LED screens (up to 5 different shapes!), which allow maximum versatility to achieve this trapezoidal shape. This design is unusual, and it is specially manufactured and customized for the project at CC Valle Real, thus achieving a very visual and attractive recreational space in the shopping center. The weight of the screens, the height for their installation and the trapezoidal shape were very important aspects to take into account in the project and those that made it more complex than usual.

In addition, LED DREAM Group has taken charge of the design, creation and management of informative content on LED screens and the 3D design and animation of the birds. A "pet-bird" has been created for Bird Land, a mixture of 3D content and HTML5 code and that, in every fraction of 15 minutes of each hour, appears to the amusement and amazement of users, marking the hours "cuckoo clock" style. . In addition, other ad hoc content has been designed and created, such as those related to the natural landscapes of Cantabria or the various varieties of local birds.

From LED DREAM, as specialists in LED and audiovisual technology solutions, we continue to provide new digital solutions to our partners and customers!.

About us: We are an audiovisual engineering company, we specialize in providing technological solutions based on LED screens, digital content creation, and dynamic digital lighting. We design, inspire, and collaborate in the creation of new digital and functional spaces, adapted to any type of architecture or space used. As a technology partner, we provide the most innovative solutions on the market, intending to bring spaces to life, and generate memorable interactive and digital experiences that attract shopping center visitors. We have a virtual showroom, where you can learn about all our technological solutions. Reserve your space at

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Go to the profile of Chris Lavelle
about 1 year ago

Great case study, I am sure the visitors love it, especially bird lovers and children!