Pro Audio Systems

PAS and ~sedna cement new partnership at BHX

WDF’s new World Duty Free store at Birmingham Airport is the first of its locations to feature the remarkable ~sedna presenter digital media system. 


Currently state-of-the-art in this field, the ~sedna presenter system was installed by the new Digital Media division of Pro Audio Systems - WDF’s audio / visual partner. The technology is part of the integrated audio-visual system that is unique to WDF.


The choice of ~sedna presenter was the the culmination of many months collaborative work between WDF and Pro Audio Systems, who were tasked with providing an independent evaluation of all available technologies and recommending a key product suitable for WDF. 


Pro Audio Systems MD Brian Lumb said, ‘It’s been a really interesting project during which we’ve seen some amazing products, but the ~sedna presenter system was by some margin the best fit for this client’s application. The technical advantages are numerous but the fact that all the screen content can be uploaded remotely to WDF locations anywhere in the world is a huge plus, as is the fact that we now have a system that needs no format conversion, as it is exclusively Apple Mac from content creation right through to delivery. The ~sedna presenter product also allows an almost infinite degree of customisation, so in due course our client’s locations will have a digital signage system that is unique to them. It is also remarkably cost-effective’.


~sedna CEO Guido Matzer said: ‘We’re very excited to be working with a retail client of WDF’s calibre and obviously delighted that our product was chosen in preference to so many other systems. WDF’s applications and locations are a perfect fit for our ~sedna presenter product suite, and we are very happy to have found Pro Audio Systems, a great UK systems integrator’.


Sue Gosling, head of Digital Marketing for WDF has said, ‘The ongoing success of our stores relies on our continually pushing innovation in technology in order to surprise and engage the passengers in an airport. Our brand clients and our retail customers are vitally important to us and we need to have a constant speed to market. The ~sedna presenter simplifies and streamlines the digital signage element, which is a vital part of our retail experience, making us more efficient whilst lowering our costs - it is a win-win for us’.