The Challenge
NorthPark Center’s digital signage lagged behind its luxury image. Promotions, events, and wayfinding updates were often delayed, undermining the center’s curated guest experience.
At NorthPark Center in Dallas, luxury isn’t a label, it’s a living experience.
From world-class fashion houses to contemporary art installations, every detail is meticulously curated. The lighting, the landscaping, even the silence between piano notes, everything is intentional.
But behind the refined facade, one part of the mall lagged behind: digital signage.
Promotions were often out of sync. Art exhibitions were announced on posters days after they opened. Tenant changes and events relied on slow-moving, manual updates. And for a center that prides itself on precision, that wasn’t acceptable.
So the NorthPark team asked a bold question:
“What if our screens could reflect the same elegance, speed, and clarity as everything else we do?”
That’s when they found AIScreen.
NorthPark Center has long been a landmark of taste, where luxury retail meets cultural sophistication. But as the number of digital touchpoints grew, so did the gaps between operations and execution.
Updating wayfinding kiosks took days. Campaigns from retailers like Gucci or Neiman Marcus were ready, but often delayed in being displayed. Even seasonal messages had to be routed through layers of approval, design formatting, and manual scheduling.
“Our signage looked beautiful,” said the Executive Director, Kristen Gibbins, “but it wasn’t timely. And in luxury, timing is everything.”
Events like fashion installations or exclusive trunk shows were sometimes missed entirely by shoppers, simply because the right content didn’t go live fast enough.
The team needed a system that delivered both aesthetic control and operational speed, without compromise.
Introduced through a tech consultant working with other Simon-managed properties, AIScreen was unlike anything the NorthPark team had used before.
“It wasn’t just about digital signage,” said the Visual Marketing Manager, Channing Mayberry. “It was about curating the guest journey in real time.”
A pilot launched discreetly across a few key digital locations:
Using AIScreen, the team could schedule content by time of day, by zone, even by audience type. Morning fitness pop-ups from Athleta gave way to afternoon luxury promos. Gallery announcements now rotated seamlessly with fashion week countdowns.
And it was all managed through a cloud-based dashboard that required zero tech background to use.
“AIScreen has completely transformed how we handle digital signage. With this platform, we’ve streamlined content updates across our entire center, making it easier to manage and more engaging for our guests.”
Within six months of deploying AIScreen, NorthPark Center saw impressive results:
Today, NorthPark isn’t just a place to shop, it’s a curated destination where every moment feels intentional. And thanks to AIScreen, its screens now act like silent concierges: timely, tasteful, and effortlessly in sync.
The marketing team now explores advanced features:
And the screens? You hardly notice them.
Which is exactly the point.
“AIScreen didn’t just help us display content,” says the Executive Director, General Manager, Kristen Gibbins. “It helped us preserve who we are, while moving at the speed our guests expect.”
In a place where elegance meets experience, AIScreen became the bridge.
