Large LED wall in BelOrta's new auction hall

Large, multi-purpose LED wall

BelOrta presents its state-of-the-art auction hall

BelOrta, Belgium’s largest cooperative fruit and vegetable auction and the European market leader, presents its state-of-the-art auction hall. It features a modern look and feel, new cutting-edge software and, as its centrepiece, an impressive 10 x 3-metre LED wall.

Uniform and modern

New aution hall

From now on, anyone making purchases at the BelOrta auction will enjoy a modern and technologically upgraded environment. “The old auction hall was 15 years old and the software was also very outdated,” says Tim Van Cayzeele, ICT Manager at BelOrta. “The new hall was built to accommodate the new software and has been given a modern look and feel, with a large LED wall that displays the clock auction as its centrepiece.”

The new hall has 76 seats for buyers and 63 seats in the stand. “The number of buyers in the hall has been reduced, but comfort and ease of use have been significantly improved,” Tim continues. “The big difference for our buyers is that they can now also work within the auction hall via their own computer screens. Thanks to the new software, the auction now runs via a single system, for both buyers in the auction hall and those using any PC in the office. This means that more than 400 accredited buyers, spread across the globe, can participate in the auction in a standardised manner.”

Visualisation via LED wall

Clock sale takes centre stage

The well-known clock sale remains an essential part of the auction and therefore takes centre stage in the new auction hall. “Every morning, supply and demand come together via the clock,” says Tim. “The large LED wall visualises this price formation with crystal-clear clarity and immediately adds a modern touch to our auction hall.” But for the software developer too, the LED wall represented a major leap forward. “Whereas we previously had to spread the visualisation across three different projectors, we can now display it on a single large screen, which makes software development much easier.”

In addition, the LED wall offers further advantages. “Both before and after the auction, we showcase our story and our products through stunning video footage provided by our marketing team. The LED wall is a real eye-catcher here, reinforcing our brand experience.”

Multifunctional LED wall

BelOrta Meeting Point

Finally, BelOrta is strongly committed to bringing together growers, buyers and visitors, and, alongside the new sales hall, the cooperative has also opened a brand-new meeting space: the BelOrta Meeting Point. “In this new space, we want to show customers, growers, schools and international delegations how fresh fruit and vegetables make their way from the grower to the shop. Through a large glass wall, visitors can follow the auction live, and the LED wall also catches the eye,” says Tim.

“We also organise a lot of conferences, training sessions and meetings where the LED wall serves as a presentation screen. A well-functioning audio integration was therefore another important part of the installation. Thanks to the high-quality speakers and the underlying connections, we no longer need external speakers and can deliver our presentations very flexibly, deciding which speakers to use and which not to.”

We have been working with DOBIT for many years now, and this installation went off without a hitch too. It took a great deal of planning to coordinate the work of the various parties, but thanks to DOBIT’s excellent project management, everything went perfectly.