Sunglass Hut ties with Moving Tactics to showcase brand at new premium store


Sunglass Hut recently opened its new premium store at the V&A Waterfront in Cape Town and collaborated with Moving Tactics, South Africa’s leading digital signage solutions company, to implement a cutting-edge digital signage solution that created an awe-inspiring visual impact at the opening event.

As a leading fashion retailer, Sunglass Hut is committed to digital technology as a key component in creating a brand statement and novel ways of engaging with its customers. As Ricardo Humphries, IT demand specialist at Luxottica Retail, explains, “At Sunglass Hut we aim to always create fun and memorable experiences in our stores and at events. For the opening of our new premium store at the V&A Waterfront, we wanted a solution that would showcase our brand to an international audience and we were very happy with the end-product.”

The solution not only needed to be based on Sunglass Hut’s current digital signage platform but also required interactivity in addition to an outdoor digital LED wall. According to Chris Day, managing director at Moving Tactics, “Moving Tactics and Sunglass Hut’s on-going collaboration has been instrumental in developing a fully integrated solution which connects to the Sunglass Hut digital platform and works seamlessly based on all the digital touch points in store, allowing Sunglass Hut the control and flexibility to communicate to their clientele.”

Moving Tactics created a massive outdoor LED wall that can be seen during the day and at night. In-store, two 75-inch screens and an interactive touch table was installed so that Sunglass Hut has the ability to interact directly with its customers. One of the 75-inch screens is set up in custom-designed housing and the other located behind the sales counter. “The touch-based screens are running fan-less industrial grade computers with Linux and Datapost software and the advertising screens are run via System on Chip (SOC) software. The LED outdoor video wall is 4mm consists of pixel pitch high resolution screens designed to resist water and salt incursion. There are also two Linux computers for redundancy purposes with a switching unit for zero downtime”, explains Kevin Bierman, Head of Digital Signage Solutions at Moving Tactics.

“We are proud to be associated with such a leading international brand and are extremely proud of our digital signage solutions at Sunglass Hut’s new premium store,” adds Day.