Historic Union Station pulls into the digital age with Samsung display technology – Samsung Newsroom Canada

Innovative digital displays enhance new transit upgrades at the Toronto landmark and provide easy navigation tools for locals and visitors alike

Credit: Spring Morris


Serving millions of passengers annually, from commuters to sports fans, Toronto’s Union Station is one of the busiest transit hubs in all of North America. A designated heritage site constructed more than 100 years ago, the station has been through a series of upgrades and expansions over the decades, most significantly a revitalization that began in 2011 to turn the historic landmark into a dazzling contemporary destination.


In addition to new platforms, subway connections and an overhauled food court, the new Union Station required significant technology upgrades. Partnering with Samsung Canada and ICON Media, Osmington (Union Station) Inc., a subsidiary of Osmington Inc., installed brand new, eye-catching displays in areas of the space to both entertain and inform guests on their journey.


“It’s easy to see a train station as a place to spend as little time as possible, but when people walk through our doors at Union, they will be transported by unique and local retailers, inspiring art, cultural experiences and introductions to the newest technologies and trends,” said Jessica Lemire, Manager, Marketing Activations & Event Sponsorship, Osmington (Union Station) Inc. “We have always tried to lead the way when it came to innovation and digital assets, and we are thrilled to have been able to partner with Samsung Canada and ICON Media on this unique digital solution for the station’s Bay Street Promenade.”


Osmington Inc. selected Samsung display technology to help showcase areas of the space and grow visibility for tenants, increasing customer flow throughout the area. “For so many visitors, Union Station is the first introduction to Toronto – or Canada as a whole – so it’s a thrill for Samsung digital signage to be part of that warm Canadian welcome, and to give everyone another reason to love the city,” said Mary Peterson, Vice President, IT & Enterprise Solutions, Samsung Electronics Canada. “Our digital display solution allows the station to provide guests with a modern experience while continuing to complement the historic interiors.”



Additionally, Union has also partnered with ICON Media, a North American leader in visual communications. “Union Station is one of our most exciting partners as it’s become one of Canada’s digital landmarks and is always evolving,” said Steed Ferns, President, ICON Media. “ICON is proud to partner with Samsung Canada and Union from conceptualization and design, engineering and fabrication, installation, ongoing monitoring and support services.”


Wrapped around the elevator at the station’s Bay Street Promenade, Samsung IER Series LED Displays animate the space,  showcasing sporting events, premium advertising and, perhaps most importantly, emerging local art organizations. With the pandemic greatly affecting the artistic community, Union offered them screen time to showcase its long-term commitment to supporting these organizations. The displays provide stunning picture quality and optimum brightness levels, with improved contrast and without shine, allowing Union to highlight content from local Toronto talent while still giving advertisers premium visibility.


Available in customizable screen sizes, the Samsung IER Series LED Displays support both portrait and landscape orientation, including curved and L-shaped installations to help partners implement game-changing experiences that realize brand objectives. “We always try to design our digital solutions to integrate into the architecture of spaces,” said PJ Lee, VP Business Solutions, ICON Media. “The displays’ mitered corners allowed us to create a seamless 3-sided elevator wrap that fit within the space.”


In addition to serving commuters, Union offers free public events throughout the year, showcasing the best of Toronto for tourists and locals alike. To help with this, the station now includes Samsung Video Wall UDE-A Series Displays, captivating audiences with a narrow bezel and creating a virtually uninterrupted viewing experience. The video walls feature advanced factory tuning, innovative hardware, and exceptional user calibration tools, all of which tune the screens to the highest-performing uniform brightness and colour across each display.


“Our partnership with Samsung Canada continues the positive momentum in the station’s ongoing development, bringing us one step closer to our overall vision for the space,” said Levon Stevenson, Sales Director at Branded Cities, the media company behind Union Station’s advertising. “With these proven digital solutions, we have been able to not only maximize profits but also provide an enhanced experience for guests.”



Lastly, Samsung IF-D Series LED Displays guide guests along the concourse area, delivering colourful and captivating signage that show content at peak brightness levels nearly twice as high as standard LED signage. The displays also maintain consistent gradation in content, with in-depth colour management that removes reddish hues and ensures all featured content appears in lifelike realism.


With more than 100 individual shops and food vendors at the station, Samsung Canada’s digital displays help direct guests through the station and into an urban culinary experience that showcases the diverse flavours and talents of Toronto neighbourhoods. As the finishing touches are made to Union Station and more guests than ever walk through its historic doors, Samsung Display Solutions will be there to provide an elevated experience for commuters and visitors alike.


To learn more about Samsung Display Solutions, please see here.

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