LSKD Turns Armadale Store Into Brand Content

Australian activewear brand LSKD has built its most ambitious retail environment to date around Fusion Signage digital signage software, turning the store itself into a piece of brand content rather than a room that happens to hold product, according to DailyDOOH. LSKD runs 36 stores with digital signage powered by Fusion Signage across Australia, from the Sunshine Coast to Hobart to Claremont in Western Australia, and the brand had been working with Fusion Signage in those stores for some time before the new design at LSKD Armadale gave it a reason to scale up. For a small business, the takeaway is to treat the screen as a content channel rather than a static sign—one screen, one message, updated when a promotion changes.

Three display technologies at Armadale

The Armadale site runs three distinct display technologies under one management system, each doing a different job. Screens sit at point-of-sale counters, LED displays are fitted in fitting rooms, shopfront screens carry window displays, and projectors run in the men's and women's sections. Macauley Ryan, Store Development Manager for LSKD, said the brand wanted the store itself to feel like a piece of its brand content, bringing brand videos and "1% better" episodes to life through an elevated projection on the wall, showcasing product with in-wall bay-mounted LED screens, and installing a large shopfront LED to catch the eye of everyone walking down High Street. Ryan is an LSKD employee.

Ryan tied the installation to LSKD's own operating principles, saying everything ties back to "LSKD Value 5/6" — move fast and break stuff, fail forward, dare to think differently, nothing is impossible. He added that LSKD is a fast-moving brand that demands the same agility from its marketing team, so its main requirements were straightforward: deliver high-impact, inspiring, branded content and have the ability to move quickly whenever promotions or campaigns change. This combination is unusual in Australian specialty retail, where most stores still rely on a single screen or two.

Content workflow and daily operations

Day to day, the work covers ground that older signage systems handled poorly. Product imagery is swapped to match new drops or restocks, pricing and promotional messaging is updated across every screen the moment a sale goes live, fresh athlete episodes are loaded, and the shopfront LED is kept in step with whatever is happening online, so in-store and e-commerce always feel like the same campaign. LSKD's stores are built around a community rather than a transaction, and the signage supports that intent: the brand's "1% better" episodes, which profile the athletes it works with, run across the screens as ongoing content rather than campaign filler.

The workflow is deliberately short. Content and marketing teams create an asset, upload it, and schedule it to the specific screen or group of screens it needs to reach — whether that is the shopfront LED, the LED bays showcasing product, or the projection wall. Content can be previewed before it goes live, set to trigger automatically at a set time for flash sales and drop moments, and managed remotely without anyone needing to be on site at Armadale. Ryan said the team's feedback "has been epic" regarding the ability to schedule, change, and load new content, as well as the ease of connecting Fusion Signage to its many different digital displays.

Partnership and rollout history

James Ingram, Managing Director and Co-Owner of Fusion Signage, said LSKD illustrates how the platform adds value to retailers with a big vision. "LSKD has done an amazing job of adopting multiple technologies to bring their brand to life, running projection, in-wall LED and shopfront LED off one interface," Ingram said. "Their marketing team has an amazing vision and we are excited and proud to be a part of bringing it to life for them. We can't wait to see where the partnership goes."

LSKD now operates a mix of projectors, portrait and landscape screens, and LED displays powered by multiple Fusion Signage Advanced licences. Its licences were supplied through Muir Electrical and The Good Guys, with DATMEDIA providing the hardware. The brand began using Fusion Signage in 2024 and has continued to add screens and locations since, including converting older sites to the platform. LSKD has big digital plans for the future, with Fusion Signage and DATMEDIA assisting.