Metrocentre Marks 40 Years with Digital Transformation Enhancing Retail Experience

Celebrating four decades since its opening, Metrocentre in Gateshead has undergone significant digital evolution to maintain its status as one of the UK’s premier retail destinations. Hosting 270 retailers across two million square feet, the centre attracts millions of visitors annually, with its ongoing transformation driven by a decade-long partnership with digital infrastructure specialist ADI.

Since its launch in 1986, Metrocentre has progressively integrated advanced digital technologies to redefine the visitor experience and support retailers. This shift has moved beyond conventional advertising, incorporating large-format digital out-of-home (DOOH) displays, architectural LED installations, and digital wayfinding systems that have become integral to the centre’s identity and operations.

Gavin Prior, Centre Director at Metrocentre, highlighted the impact of these developments: “Today we’re 40 years old and as you walk through these malls now with the level of AV that we have and with the changes we’ve got coming through, you’d never, ever guess the age of this centre. Partnering with ADI to do it, we’ve seen massive, massive benefits – providing so much energy, theatre and engagement to our consumers.”

The centre’s digital estate has been carefully planned to embed technology within the fabric of the retail environment rather than treating it as a separate advertising medium. This approach enhances visitor communication, placemaking, and adaptability for events and seasonal activities, alongside generating media revenue.

ADI has collaborated closely with Metrocentre through multiple development phases to select appropriate technologies, locations, and content strategies. The external LED displays serve as premium platforms for brand advertising while reserving 20% of screen time for Metrocentre’s own content, enabling direct communication with visitors and promoting centre events and campaigns beyond social media reach.

Inside the mall, large-format LED installations provide additional opportunities for commercial campaigns and centre messaging. Recently, six digital banner screens were installed at strategic points to unify digital messaging along key visitor routes. Gavin explained, “If you look at those screens, they feel absolutely fundamentally part of the fabric. So we have worked really heavily with ADI to produce the right screens in the right location, giving the right messages.”

Integrating modern digital displays into a venue designed in the 1980s required innovative engineering solutions. Metrocentre utilised ADI’s proprietary MT LED series, which are 50% lighter and slimmer than traditional panels. Manufactured in-house by ADI, these panels allowed for large-format screens to be mounted on lightweight structures throughout complex internal and external spaces, while also reducing energy consumption for long-term efficiency.

Drew Burrow, Head of Bespoke and Creative Sales at ADI, commented on the product’s suitability: “The longevity of this product makes it well suited to long-term venue developments. The MT series allows us to provide retail destinations with a reliable and more sustainable product that delivers exceptional image quality while fitting discreetly into existing architecture.”

Beyond advertising revenue, Metrocentre’s digital infrastructure offers a flexible communication platform that enables rapid response to changing needs, such as promoting new retailers, brand launches, events, and seasonal activities. Centralised content management allows operational teams to update messaging swiftly, enhancing the centre’s ability to adapt to retail dynamics and visitor demands.

With an annual footfall of 17 million, the digital platforms facilitate real-time communication of relevant information, improving visitor awareness of ongoing activities. Events like the Summer of Sport illustrate how the screens contribute to programming beyond traditional advertising by delivering live content, visitor information, and branding across public spaces.

Metrocentre’s investment in integrated digital infrastructure exemplifies how established retail environments can evolve without compromising their identity. The focus remains on creating a connected digital ecosystem that supports commercial goals, enriches the visitor experience, and integrates seamlessly with the centre’s architecture.

Gavin concluded, “ADI have worked closely with us to transform Metrocentre’s DOOH portfolio. The impactful large-format screens provide a platform for the centre’s self-promotion and brand communications, alongside acting as premium sites for revenue generating media campaigns. As we continue transforming and futureproofing Metrocentre, ADI have been a valued partner for innovation and digital integration over many years. They provide the expertise and understand our vision for the centre, and the experiences, environments, and revenues we want to drive forward.”