The VEGA building was designed by renowned Danish architect Vilhelm Lauritzen and first opened its doors in 1956. Recognized for its functionalist architecture, the building gradually fell into disrepair after years of serving as a gathering place for the Danish labor movement. In the early 1990s, it was forced to close, but with public support, it was declared a cultural heritage site in 1994. Following a complete restoration, it reopened in 1996 as a concert venue and is today considered a true architectural masterpiece.
Modern Twists
Rich in history, VEGA has introduced several modern changes – all interconnected. The venue decided to gradually phase out partnerships with major alcohol brands in order to promote sustainable and local producers. During this transition, they recognized that a digital content platform was the most effective way to support this shift. They completely stopped printing menus and posters and embraced the flexibility of the Videri platform.
Guest reactions to replacing traditional posters with Videri displays have been overwhelmingly positive, with dynamic content proving far more engaging and visually compelling for visitors and concertgoers.
Rotating Digital Menu
In VEGA’s bars, Videri displays are used to present beverage assortments and current offers. The selection is carefully tailored to each concert audience and updated daily to suit different visitor segments.
“The Videri platform provides exceptional flexibility. The impact is especially noticeable for our bar staff and design team. We no longer have to manually change drink promotions or print and cut new signage several times a year. The ability to update content instantly has streamlined our operations and freed up both time and resources,” says Kevin Thomsen, Head of Bar and IT at VEGA.
Local Suppliers
VEGA has become known for its strong commitment to sustainability and was awarded the Green Key eco-certification in 2023. The program includes strict criteria covering environmental management, energy use, cleaning practices, and waste management. VEGA uses reusable containers for alcoholic beverages and has significantly reduced waste and CO₂ emissions (equivalent to 7 tons) compared to bottled beverage sales.
Collaboration with local food and beverage producers depends heavily on supply and demand, which required the flexibility offered by Videri’s comprehensive solution. An easy-to-use content and device management platform tailored to staff needs was essential, and the Videri display proved to be the ideal tool for communicating with audiences throughout VEGA’s unique spaces.
“The displays have also opened up new brand activation opportunities with our partners. With Videri, we have created customized marketing campaigns and special drink promotions linked to partner brands. This has become one of the most effective ways to use the displays. Dynamic and visually appealing content captures guests’ attention and directly drives sales – both for VEGA and our partners,” Kevin adds.
Sustainability
Reducing energy consumption is one of VEGA’s primary focuses. Given the nature of the venue, the building contains a significant amount of equipment (more than 55 bar refrigerators, beer cooling systems, and similar units). They have even developed their own energy management system that automatically regulates consumption during concerts and events.
“Sustainability is more important to us than ever, which played a major role in transitioning from paper and traditional televisions to Videri displays. Achieving Green Key certification and applying for B Corp certification are part of our strategy, and investing in Videri aligns perfectly with that direction. Lower energy consumption compared to other screens, along with the ability to automate operations through software, were decisive factors,” Kevin emphasizes.
Return on Investment
VEGA recognized an opportunity to further monetize its investment and increase the value of its event packages. Many clients use the venue for conferences, meetings, corporate events, and celebrations. Today, with Videri displays, VEGA offers clients the additional option of renting screen time for content display – from company logos and conference agendas to wayfinding or promotional messages during events. The displays enable effective communication with visitors and accelerate return on investment.
Videri displays are present from the entrance all the way to VEGA’s concert halls – Store VEGA, Lille VEGA, and Ideal Bar – where visitors explore the building’s functionalist heritage from the 1950s.
Slim and standalone, Videri displays hang like works of art and do not interfere with the architectural impression of the space. They are used across all three concert venues, in 10 bars, within the communications department, entrance halls, conference rooms, and at event trade fairs, with plans to expand their use to mobile bar carts.