Designed by a renowned Danish architect Vilhelm Lauritzen, the VEGA building opened its doors in 1956. Recognized for its functionalism, the building fell into disrepair after years of being used as a meeting place for the Danish labor movement. It was forced to close in the early 1990s but with public support was listed as a historical monument in 1994, was completely restored and opened its doors to the public as a concert venue in 1996. It is still considered a masterpiece today.
Modern Twists
Rich in history, VEGA has a few modern twists – all of which are connected. VEGA made the decision to phase out collaborations with major spirit brands to promote organic and/or local spirit producers. And in doing so they recognized that using a digital display platform was the best way to support this transition. They stopped all menu and poster printing in favor of the flexibility of the Videri Platform.
Guest response to the Videri Digital Canvases being used instead of posters has been extremely positive, and the dynamic content is much more engaging and captivating for their patrons and concertgoers.
Rotating Digital Menu
In VEGA bars Videri Canvases are used to show their product range and the current spirit offerings. The drink offers are targeted specifically at every concert audience and are changed daily to appeal to each group.
“The Videri Platform delivers great flexibility. The impact has been noticeable across our team, particularly with our bar staff and graphic design department. We no longer need to change the physical drink specials manually or print and cut new signs numerous times a year. The ability to update and change content quickly has streamlined our operations and freed up time and resources” says Kevin Thomsen, VEGA Bar & IT Manager.
Local Vendors
Their work with local spirit and food producers is heavily reliant on supply and demand, so they needed the flexibility that Videri delivers in their end-to-end solution. A content and device management platform that was easy for staff to use was critical, and the Videri Canvas created the perfect vehicle to reach their audiences in unusual spaces and anywhere they needed to within VEGA.
“The Canvases have also opened new opportunities for brand activation in collaboration with our partners. Using VIDERI we have created tailored marketing campaigns and special drink offers tied to our partner brands. This has been one of the most effective uses of the Canvases. This dynamic and visually appealing content catches the eye of our guests, directly driving sales for both VEGA and our partners” says Kevin.
Sustainability
Energy reduction is a major focus for VEGA. Given the nature of the venue, it houses a lot of equipment (more than 55 bar refrigerators, beer coolers and more). They even developed their own power control system that automatically regulates power usage in the building when there are concerts and events.
“We have a greater focus on sustainability than ever before, so it definitely played a role in our transition from paper and regular televisions to Videri Digital Canvases. We have been granted a Green Key certification, and we’re currently applying for a B Corp-certification as well, so the decision to invest in Videri is aligned with our overall strategy. So, the lower power consumption compared to other displays, and the possibility to automate power schedules using their software were significant selling points” for Kevin.
Return on Investment
VEGA saw an opportunity to monetize their investment and add value to their Events Packages. They have many clients that book their venue for conferences, meetings, corporate events, parties, and more. Now, with VEGA’s Canvases, they have an option to offer an Add On for clients to rent out time on displays for their content. Whether it’s a company logo, displaying the agenda for a conference, wayfinding or promoting a specific message during a corporate event, the Canvases provide an effective way to communicate with attendees and help VEGA to experience faster time to value.
Videri Digital Canvases are present from the entryway right through to VEGA’s concert halls – Store VEGA, Lille VEGA and Ideal Bar, where customers explore the building’s quirky features that showcase the Functionalism style of the 1950s2.
Videri Canvases are thin and self-contained and hang like a painting – so they don’t disrupt the architectural view. They are used across all 3 venues, in their 10 bars, as well as in their communications department, arrival halls, conference rooms, and at their event fairs. They even plan to use Videri on their mobile bar carts.
About VEGA
Located in Vesterbro, Denmark, VEGA hosts more than 350 concerts annually, and its 10 bars serve up to 250,000 guests per year. For seven decades, the building has been a thriving venue, bringing together politicians, Copenhageners, musicians, music fans and party lovers. To find out more about visiting VEGA visit their website.
For more information about the Videri Platform contact Pascal van Domburg at pascal.vandomburg@videri.com or via info@videri.com.
- Sustainable spirits saves Danish music venue VEGA for 7 tons of CO2 pa: https://www.linkedin.com/posts/henrikhammer_sustainable-spirits-saves-danish-music-venue-activity-7185969292536897536-5lfO/
- https://dac.dk/en/knowledgebase/architecture/vega-folkets-hus-classic-functionalism-for-lovers-of-live-music/
