IKEA Canada plans 3 storey tall outdoor digital billboard at Ottawa store

The IKEA on Iris Avenue in Ottawa next to the Queensway. Sunday, April 5, 2020. THE CANADIAN PRESS/Justin Tang

IKEA Canada wants to install a new giant digital billboard at its store in Ottawa’s west end.

In a statement to CTV News Ottawa, IKEA Canada says it plans to install a 50 ft. by 37.8 ft. LED screen on the exterior northwest facing wall of the IKEA store on Iris Avenue, facing Highway 417.

The LED screen would use a light sensor to vary brightness day to night, but IKEA says the brightness would not exceed 5,000 Nit.

“This project reflects our ongoing commitment to finding better ways to meet our customers,” Keresha Busquine, Market Manager of IKEA Ottawa, said in an email.

“By moving from printed graphics to digital signage, we can communicate in a more engaging way while reducing the waste, energy and materials traditionally required for print – supporting a more sustainable every day.”

Coun. Laine Johnson will introduce a motion at Wednesday’s planning and housing committee meeting to permit IKEA to install the larger sign at its store.

Johnson’s motion notes the proposed sign by IKEA does not comply with the permanent signs on Private Property Bylaw. Johnson says the maximum area of the wall sign would be equal to 37 per cent of the wall area at IKEA, while the bylaw limits the size to 25 per cent.

Johnson also recommends the city waive the fees for minor sign variance totalling $2,487.

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