QMS is broadening its partnership with retail property group Vicinity Centres to incorporate two high-profile sites at Emporium Melbourne, further strengthening QMS's presence in the retail sector.

The Emporium Swanston Street location will undergo a significant upgrade, with the installation of a new, high-definition screen that is 75% larger than its predecessor. The new screen will offer 455 square metres of unobstructed viewing, providing brands with a larger canvas to connect with consumers.

The new Swanston Street digital billboard will be 100% full motion and 3DOOH enabled, allowing brands to utilise existing video assets and add a new dimension to their DOOH campaigns. The Lonsdale Street location will also be 3DOOH enabled, joining QMS's existing multi-format 3DOOH portfolio.

QMS recently won the tender to manage the external digital large format billboards for Vicinity Centres Box Hill Central and The Glen in Victoria, as well as Eastlands in Tasmania. The Swanston Street Emporium location is set for completion by the end of July.

Sara Lappage, QMS Chief Operating Officer, said, "Vicinity Centres include some of Australia's most coveted retail sites and we're very pleased to be able to expand our new partnership with them to include the prestigious Emporium Melbourne location. Once installed in the coming weeks, the new screen at Emporium's Swanston Street will rank among the most exciting external digital screens in Australia. Not only will it provide unparalleled creative impact opportunities for brands in Melbourne's retail centre, it will also further complement our growing network of full motion and 3DOOH enabled locations across the country."

Brooke McMonigle, Vicinity Centres' Head of Media, noted Emporium Melbourne attracts over 18 million visits each year. Extending our partnership with QMS to include the two new sites will allow brands to more effectively connect with customers as 3DOOH and full motion campaigns are brought to life."