An LED screen for the APRIL jewellery store

A jewellery store is a difficult place for a screen. The customer stands half a metre from the panel studying small details, the lighting is spotty and high-contrast, and any technical detail of the structure is in plain view. KazLedPro installed a screen in the APRIL store at FORUM mall in Almaty that is built for exactly those conditions.

The screen

• Pixel pitch — P2.5
• Size — 1.44 × 2.24 m
• Location — sales floor, next to the display cases

A 2.5 mm pitch gives comfortable viewing from about 2.5 metres, and up close the image stays continuous — individual dots do not break it up. That is what jewellery photography needs: the screen carries close-ups of pieces where the texture of the metal and the sparkle of a stone matter.

How the screen is built into the interior

The sides of the structure are closed with PVC panels, and the top is joined to the store’s existing sign. As a result the screen reads as a single element of the fit-out rather than as separate equipment: no frame, no cable entries and no gap between panel and wall are visible.

Why a screen rather than a printed poster

Jewellery retail runs on collections and seasonal campaigns: a new line, engagement rings for the wedding season, gift sets for holidays. Printing for each campaign means artwork, a print shop, delivery and installation. A screen changes its content in a minute and shows the piece in motion: light travelling across a stone, the item rotating, a close-up on a hand. Static paper cannot do that.

What the store got

• a bright display for the brand’s own content;
• a dense P2.5 pitch — details of the pieces read from close up;
• neat integration: PVC sides and a join to the existing sign;
• installation, commissioning and service by KazLedPro in Almaty.

Planning a screen for a jewellery store or another shop with close viewing? Send photos of the location and the dimensions — we will match the pitch and price the project with installation.