We use cookies.

This website uses cookies that are necessary to make our website work, cookies that remember your preferences and cookies to collect and report anonymous statistics about how you interact with our site. With your permission, we also use marketing cookies to display more relevant ads about Scala to you on other sites. learn more

Strictly Necessary Cookies

Necessary cookies help make our website usable by enabling basic functions like page navigation and access to secure areas of the website. The website cannot function properly without these cookies.


Preference cookies enable our website to remember information that changes the way the website behaves or looks, like your preferred language or the region that you are in.


Statistical cookies are used to see how users use the website. This information is collected anonymously.

Marketing & Third party

Marketing cookies are used to track visitors across websites. The intention is to display ads that are relevant and engaging for the individual user and thereby more valuable for publishers and third-party advertisers. These cookies can be placed by Scala or third parties.
accept all

Project summary

The V&A Stylish Digital Ticketing video wall, enabled by Scala, is made up of eight 55” screens and supports independent touch. Visitors can learn more about specific exhibitions or events and purchase tickets on screen.
People exploring the exhibition in the museum

At a Glance

Exhibition Road Quarter at V&A designed by Amanda Levete Architects
Scala Content Manager Scala Designer
Single video wall or eight independent touchscreens
Nine Scala media player licenses
Six additional general signage screens
Eight 55″ screens, 45° angle

Stylish Digital Ticketing

As part of an ambitious Exhibition Road entrance redesign, the Victoria and Albert Museum (V&A) turned to Intevi / Scala to make its vision of a large-scale digital ticketing desk and video wall a reality. The result is stylish, unique, and most of all provides visitors with an exquisitely streamlined experience as they enter the space.

Versatile, Eye-Catching Video Wall

Upon entering the V&A via the new Exhibition Road entrance, which also includes a courtyard and temporary exhibition gallery, visitors’ attention is drawn to the large video wall (32ft x 2ft) is made up of eight consecutive 55 inch screens. The screens, supported by a custom made wall-mounted housing and mounted behind protective glass with interactive touch lm applied, oat at an angle of 45 degrees, which makes them easily accessible for all visitors.

The eight screens, each equipped with a chip and pin reader and a printer, can run separately as vending screens or in unison as a larger video wall, which can run video content or promotional material across the length of the installation. “The large video wall attracts the eye of the customers like a call to action
as they enter this gigantic space,” said Tom Scott, managing director of Scala platinum partner Intevi. “Then from each individual screen, customers can purchase tickets for specific exhibitions or events.”

Each display at the V&A supports independent touch, where each foil operates separately to the one next to it. Each alternate touch foil runs on a different frequency, to prevent interference between customers inputting financial data during their ticket purchases.

“The initial web pages for the ticketing solution are transparent, to allow traditional Scala content to play on each screen until a customer interacts with the display. Once a customer interacts with the display the web based ticketing solution come to the fore,” explained Scott. “Scala supported the roll out of this refined independent touch foil solution perfectly.”

Enabled by Scala

This was the first time the V&A had implemented Scala’s digital signage solution. Scott said,“Scala was the only software that allowed us to run eight individual media players driving each ticket station independently, or to run a single player with eight outputs to turn the installation into a single display fabric.”

The key to the success of the digital ticketing combination of nine licenses of the Scala media player in a software-as-a-service (SaaS) model, Scala Content Manager and Scala Designer. In addition, Scala is also driving six general digital signage screens across the museum. The V&A team creates and uploads its own content in-house.

Scala’s content management system, combined with the ability to provide both interaction and touch, made Scala the obvious and perfect choice of digital signage vendor for this project.
Tom Scott
managing director

about Victoria and Albert Museum

The V&A is the world’s leading museum of art and design, housing a permanent collection of over 2.3 million objects that span over 5,000 years of human creativity. The museum holds many of the UK’s national collections and houses some of the greatest resources for the study of architecture, furniture, fashion, textiles, photography, sculpture, painting, jewellery, glass, ceramics, book arts, Asian art and design, theatre and performance.