Case study · Retail · Miniso, United States · Since 2023
From Times Square to 20+ Miniso stores across the US
In 2023 we installed the first LED screen in any Miniso store in the United States, at its Times Square flagship. Since then we have put LED into more than 20 Miniso stores in major cities across the country, and no two have had the same design.
- 2023
- Miniso’s first US store LED, Times Square
- 20+
- stores across the US
- P2.5
- typical pixel pitch
- Overnight
- retrofits in trading stores
PixelPro Productions has installed LED screens in more than 20 Miniso stores across the United States, under a direct contract with Miniso. The first, in 2023, was the brand’s first LED screen in a US store: its Times Square flagship, with one screen at the tills and a high-brightness transparent (holographic) screen in the window facing the Times Square intersection. Stores since include Wall Street, the Hollywood Walk of Fame, Florida Mall in Orlando (Miniso’s 100th US store) and American Dream in New Jersey, where the mall required structural-engineer certification for the custom hanging structure of a round screen. We typically use P2.5 LED. In Los Angeles-area stores we deliver the structure, LED, power and control; elsewhere we deliver the LED alongside the local fit-out team.
At a glance
- Client
- Miniso, under a direct contract
- Since
- 2023
- Stores
- More than 20, in major cities across the US
- Notable stores
- Times Square flagship; Wall Street; Hollywood Walk of Fame; Florida Mall, Orlando (Miniso’s 100th US store); American Dream, New Jersey
- LED
- Typically P2.5; a high-brightness transparent screen in the Times Square window; a custom round screen at American Dream
- Designs
- A different design in every store, each matched in its own cabinet size and power design
- Our scope
- Los Angeles area: structure, LED, power and control. Elsewhere: LED, alongside the local fit-out team
- Retrofits
- Lightboxes and printed graphics replaced with LED in trading stores, at night
Times Square: the first LED screen in a US Miniso store
Until 2023, Miniso’s US store designs used video walls built from LCD TVs. The Times Square flagship was the first to use LED, with two screens: one at the tills and one in the front window.
The window screen is a high-brightness transparent LED, sometimes called a holographic screen, facing the Times Square intersection. Foot traffic there is heavy, which makes that window one of the store’s best advertising positions.
Challenge
Twenty stores, twenty designs
No two stores have had the same design. Each screen had to be matched to its wall in a cabinet size that fitted that design, and each needed its own power design.
Challenge
Retrofits, overnight
New stores were the easier ones. Many were upgrades of stores that were already trading: the existing lightboxes and printed graphics came out and LED went in. That tests design and installation together, and it squeezes the time available, because most of that work could only be done at night.
In Los Angeles-area stores we build the whole thing: the frame, the base, the power and the LED.
Challenge
American Dream: a round screen hung to the building’s load points
American Dream in New Jersey reviews rigging strictly, and the mall required structural-engineer certification. The custom hanging structure for the store’s round screen had to line up, point for point, with the load points in the building.
Installing and commissioning a custom round screen is complicated work. The result is excellent.
Working with fit-out teams in other states
Outside Los Angeles, local fit-out teams build the walls and we deliver the LED. Because we are a licensed general contractor in California, we speak their language: drawings, trades, structure and power. Coordination is quick, and the screen comes out as designed.
The result
- Miniso’s first LED screen in a US store, at Times Square in 2023, including a transparent window screen on the intersection.
- More than 20 stores in major US cities since, each fitted to its own design.
- Retrofits in trading stores, done at night.
- A custom round screen at American Dream, hung to the building’s load points.
This is our LED video wall design and installation work: screens sized to the room, and in California the structure and power to carry them.
Questions about store LED
Can you install LED in a store that is still trading?
Yes. Many of the Miniso stores were upgrades of trading stores, replacing lightboxes and printed graphics with LED, so the work was done at night.
Do you work on stores outside California?
Yes. Miniso stores we have fitted include New York, Orlando and New Jersey. Outside the Los Angeles area we deliver the LED and work alongside the local fit-out team; our CSLB licence covers construction in California.
What pixel pitch do you use in stores?
Typically P2.5 for Miniso. For the Times Square window we used a high-brightness transparent LED.