Full-Service Digital Signage Solution for One of the Most Iconic Concert Venues in the Netherlands
The Ziggo Dome in Amsterdam, with a capacity of 17,000, is the largest and one of the most visited concert halls in the Netherlands. Renowned for its world-class performances, including Adele, One Direction, Katy Perry, Eminem, Kings of Leon and Bruno Mars, Ziggo Dome is also recognized for its pioneering use of technology and redefining the digital visitor experience.
In partnership with ZetaDisplay, Ziggo Dome has implemented a comprehensive digital signage solution that extends from concept and installation to ongoing management and support, including its iconic facade screen, a defining feature of the city’s entertainment landscape.
Challenges
The Ziggo Dome sought to elevate its status as a premier entertainment destination while addressing critical operational and experiential challenges. With tens of thousands of visitors attending each event, the venue required innovative solutions to manage crowd control, ensure smooth audience navigation and communicate essential updates in real time. Think of scenarios such as late trains, a concert that runs over or crowds at specific entrances, which require flexible adjustments in the signage to guide the flow of visitors in the right direction.
Catering also plays a crucial role in the visitor experience. With dozens of bars, price information needs to be kept up-to-date, and promotions can help sell specific products faster.
Beyond functionality, Ziggo Dome aspired to use digital signage to transform its space into a vibrant environment that enhances the visitor experience and reinforces its reputation as a technological and cultural leader.
The venue also recognized the need to create lasting impressions, both inside and outside the building, inspiring visitors to return by leveraging personalized content and promoting concerts in the same genre or style. Furthermore, Ziggo Dome aimed to provide value to its brand partners by offering dynamic opportunities for activations and promotions. All these processes had to be managed efficiently and linked to existing systems.
Solution
ZetaDisplay delivered a tailored digital signage solution that seamlessly integrates functionality with atmosphere, making the Ziggo Dome an iconic space that transcends traditional venue design.
Upon arrival, visitors are greeted by large LED screens at the entrance guide visitors to the right locations, even in the event of last-minute changes due to crowds or disruptions, and create a visual spectacle to set the tone for the event. This welcoming digital presence transforms the arrival experience into an exciting prelude to the performance.
The facade screen, a hallmark of Ziggo Dome’s identity, serves as more than an advertising platform. Its vivid visuals establish the venue as a cultural landmark, adding to the character of Amsterdam’s urban landscape.
Inside the venue, digital displays play a pivotal role in creating a cohesive and immersive environment. These screens are strategically placed throughout the building, showcasing event-specific animations, dynamic lighting effects, and promotional content that complement the atmosphere of the performance. This fusion of aesthetics and functionality enhances the visitor journey, ensuring every space feels purposeful and engaging.
In the bar and dining areas, digital menu boards are used to display up-to-date pricing, promotional campaigns, and dietary information to elevate the catering experience by making it interactive and visually appealing. Partners can make their brand activations and promotions visible, while Ziggo Dome can deploy specific promotions
As visitors prepare to leave, strategically placed screens display personalized recommendations for upcoming concerts that align with their interests. By connecting attendees to future events, Ziggo Dome transforms the exit into an opportunity to foster lasting loyalty and enthusiasm.
ZetaDisplay developed a customized link with Ziggo Dome’s existing systems to ensure that information is updated automatically, in real time and can easily be adjusted centrally to streamline operations. Additional information such as hearing protection and promotions is also shared. In addition, the iconic facade screen that adorns the outside of the building is also managed via our CMS Engage. This ensures seamless and efficient control over the content.
Benefits
The Ziggo Dome has become a benchmark for integrating technology with placemaking and experience design. Its digital signage solutions enhance the atmosphere of the venue, transforming it into a vibrant, dynamic space that resonates with visitors.
Time savings: Employees no longer have to manually replace posters and menus. Everything is centrally managed from one system with smart connections.
Flexibility and up-to-date content: Content can be adjusted per concert, so that visitors always receive the most relevant information.
Improved crowd control: Signage can be adjusted in real time to better regulate visitor flows in unexpected situations (such as late trains).
Stimulate repeat visits: By promoting similar concerts on screens throughout the building, visitors are inspired to come back.
Stronger bond with partners: Partners can use the screens for their own activations, which offers additional value and strengthens the collaboration.
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