Southside Shopping Centre in London's Wandsworth has unveiled a 30 metre digital LED screen.

Installed on the exterior of the shopping centre the screen will engage with shoppers and passing traffic, with content managed by Southside's media partner.

Southside owners, Land Securities and Metro Shopping Fund, chose ADI to deliver the custom high resolution 10mm screen, after the vendor installed over 15 LED screens at similar developments across the UK.

"ADI have proved their credentials in every aspect of the project, delivering a high impact solution that allows us to maximise value from the space," said Neil Churchill, centre manager at Southside Wandsworth.

"ADI have provided a complete end-to-end solution; the fact we have ongoing support from ADI staff, with their expertise in outdoor signage as well as an understanding of the needs of our business, gives us confidence that the screen will continue to deliver value well into the future."

ADI engineered and manufactured the entire structure attached to Southside's recent extension and will provide support and maintenance going forward. As part of the contract, Southside chose to invest in the screen outright, rather than allow a third party to own and operate the screen, according to ADI this allows the shopping centre to demand a greater share of advertising revenues across the lifetime of the screen which is around 8-10 years.