The iconic entertainment hub - which has been unused for 23 years, having once hosted performances by the Beatles and The Rolling Stones - will be transformed with the installation of a 32-metre-wide digital display between the venue’s two main entrances.
The platform will feature ADI’s proprietary MT LED product and offer Bradford Live a high-resolution, premium canvas to generate new revenue streams and build up their own digital out-of-home portfolio, while also transforming the look and feel of the 90-year-old art-deco building.
Located in the heart of Bradford’s city-centre, the super wide screen is prominently placed to advertise the venue’s upcoming concerts and events to passers-by. With the ability to show full-motion video, it will also provide the perfect backdrop for any events held in the public realm space.
Discussions over more internal and external screens are ongoing, with ADI working closely with Bradford Live and the venue’s operating partner NEC Group, who agreed a 30-year lease to run the building back in 2017.
The multi-million-pound redevelopment follows the announcement that Bradford will become the UK City of Culture in 2025, which will see thousands of performances, events and festivals hosted across the district.
Bradford Live Director, Chris Morrell: “The screen has always been a key component of the project and we’re delighted to be working with market-leaders ADI to deliver the vision of our Architect, Tim Ronalds. When Bradford Live opens in 2024 it will attract 300,000 visitors to the city each year and we anticipate that the screen will become an attraction in its own right, initially serving as a focal point of Bradford’s City of Culture celebrations in 2025.”
Bradford Council Strategic Director, Joanne Hyde: “The redevelopment of the former Odeon Cinema is a key priority for the regeneration of Bradford City Centre and the inclusion of a giant screen on its façade will further enhance its visibility and attraction. Bradford Council welcomes ADI’s successful appointment for the supply and installation of this digital screen which will become an intrinsic part of Bradford Live and the NEC’s vision.”
Drew Burrow, Head of Sales (Bespoke & Creative), ADI, commented: “The unique canvas that ADI is delivering across the exterior of Bradford Live will enhance the experience for visitors and passers-by, while also offering a premium digital-out-of-home platform for the venue. Our long history of digitally transforming public realms with unique displays, content and services makes us the ideal partner to deliver this huge, transformative project.”
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