The Kalverpassage

location

Amsterdam, Netherlands

WHAT WE DID

Client: FriJo Lichtreclame

Assembly, testing & supplying: OneEightyOne

photography

FriJo Lichtreclame

Retail & Stand Designs

About the Project

The story

Kalverpassage is an important pedestrian link between Amsterdam's Heiligeweg and Kalverstraat, bringing together retail, hospitality, and public spaces in one vibrant destination. To strengthen the connection between visitors and the surrounding brands, OneEightyOne was commissioned by Frijo Lichtreclame to design, engineer, and install a striking circular LED display inside the Kalvertoren. The installation combines innovative LED display technology with architectural integration, creating a unique digital focal point within one of Amsterdam's busiest shopping areas.

The custom-built LED screen serves as a dynamic platform for brand communication, digital advertising, and promotional content. Visible from multiple levels of the passage, the circular display delivers high-impact visuals that capture the attention of thousands of visitors each day while seamlessly complementing the architecture. The result is an engaging digital signage solution that enhances the retail experience, increases brand visibility, and transforms the Kalverpassage into a more interactive destination.

THE
PROCESS

We carried out precise on-site measurements, as the presence of an elevator meant the circle couldn’t be fully closed. Detailed technical drawings ensured a perfect fit. Custom brackets were designed to mount the screen, despite having only five suspension points and sloped pillars. Thanks to our craftsmanship, the client was fully relieved of these challenges.

We used 12 m² of LED screens forming a 290° circle, with the remaining 70° omitted due to the elevator. The screen has a smooth curve and a 3 mm pixel pitch, allowing content to be viewed clearly from about 3 metres without visible edges. The built-in Novastar controller can be operated via software, enabling stores to easily plan and manage their content.

We have prepared the LED screens according to our plug & play policy in our workshop as much as we could. The Kalverpassage is a busy place with stores and therefore, there was not much time for the installation. Because of the escalators and a huge artwork in the tower, the screen needed to be installed in parts.