Aurora Cannabis

Aurora Cannabis

Discover better days. Your wellness is our mission. We offer you the options you need to feel better every day.

Project Details


Aurora Cannabis

Project Location

Edmonton, Alberta





August 5, 2021

Project Overview

Aurora is a pioneer in global cannabis dedicated to helping people improve their health, wellness, and lives. Now an international company, Aurora established their roots and built the business in Edmonton. When it came time to launch their flagship store, CEO Terry Booth says it only felt suitable to open in West Edmonton Mall.

Enlisting a team of experts, Aurora chose Dawson Wallace Construction, SMP Engineering, Gregory McClung Architect, and DIGITAL EDGE to help bring their vision to life. A store that would create memorable, instagramable experiences for its customers through modern conceptual design elements and flawless AV integration. Not only to impress but be note-worthy and capture attention.

Aurora and the architect’s concept and vision included a giant digital menu board, a digital container that consisted of a LED wall and ceiling with a mirror beside it, and a presentation experience area with AV. Our job was to design and install something original and impressive, like nothing else in Western Canada.

Some functional requirements included it be easy to control for staff, a high-end audio system, a menu board that is current and simple to understand, digital signage to display events, and presentations on their branding and products offered.

Our design team provided an innovative solution for mounting the LED to the ceiling, including pixel pitch, brightness, product choice, and content management strategy. The DIGITAL EDGE team has completed hundreds of video walls, including unique situations like curved LED walls for Royal Alberta Museum and Synergy Credit Union, but the LED ceiling was a first.

Taking the 11,000 square foot space, the team executed an awe-inspiring solution that everyone is proud of. We installed a 2 mm pixel pitch LED display solution for the digital container section that was 248″ diagonal and 1,664 pixels by 2,688 pixels. It required a custom cabinet configuration in which we used LIGHTVU’s Canadian-made Aurora Series LED model.

The wall portion of the LED display is 165″ diagonal with a resolution of 1,664 pixels by 1,290 pixels. We mounted to the wall using a standard mounting solution. Thanks to the carefully thought-out design, the cabinets for the LED wall display connect seamlessly to the ceiling portion.

The LED portrait sign is 68″ diagonal with a resolution of 384 pixels by 768 pixels. The solution features a 2 mm pixel pitch and is built by stacking two of LIGHTVU’s Canadian-made Aurora Series LED cabinets on top of one another.

Blending into the space’s aesthetic, the menu board displays product options using white text on a black background. The 2 mm pixel pitch on the LED menu board allows this digital signage solution to display every cannabis product available effortlessly. The digital menu board is 285″ diagonal with a resolution of 3584 pixels wide by 512 pixels high. The board is 24 feet wide by 3.5 feet tall.

We appreciate Aurora providing us the opportunity to have been a part of this project. A special thank you to the LIGHTVU team for their support on the LED portion of the project. The LED ceiling was a success. DIGITAL EDGE specializes in custom work and is ready to make our customers’ visions a reality. No LED installation is too big for our team.

Contact us today for more information on how we can modernize your space, impressing your staff and clients.

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