November 2007 – Ireland’s richest man was in search of something truly spectacular to herald the grand opening of his newest development, the opulent Charleston Mall in the heart of Dublin.  Along with having the distinction of being the largest mall in Ireland, Charleston Mall proudly boasts one of the largest and most interesting interactive retail signage systems in Europe, thanks to GestureTek’s amazing ScreenFX technology, along with Dublin-based TouchPoint media corporation and Strategem Interactive. 

As people pass by the dynamic and engaging ScreenFX display, they instantly notice that their body movement magically creates stunning changes to the sign's graphical content. The ScreenFX system utilizes a patented, camera-enabled body-tracking system that actually looks out at the surrounding area and responds intelligently to the movement of people passing by.  Customers can't ignore digital signage that tracks their movement and reacts with dazzling 3-D special effects.  For Charleston Mall, custom holiday-themed content was created that can be changed seasonally.  For example Halloween may allow viewers to swat away a group of blood thirsty vampire bats, while Christmas shoppers might brush away snow from an image of a winter wonderland.  To add to the wow-factor, GestureTek installed a larger-than- life 103’ Panasonic screen.

Along with ScreenFX, a GroundFX interactive floor display system was installed near the mall entrances.  GroundFX is GestureTek’s innovative visual display system that allows people to use hand and body motions to interact with large images, games or advertisements that are projected directly onto the floor. The GroundFX full-body interactive environment delivers an engaging and entertaining ‘welcome mat’ at store entrances. Useful information, such as special events, holiday hours and logos, can also be displayed in an eye-catching and visually appealing manner.

“There was a lot of excitement surrounding the opening of the Mall” said Fergal Downey, TouchPoint's General Manager who initiated the project.  “Shoppers were surprised by the grandeur and futuristic feel of the place.  The interactive ScreenFX and GroundFX systems contributed to the excitement among consumers, who have never seen interactive advertising quite like this”.