Mexico City (or CDMX, as it’s often called) is a vibrant tapestry of experiences. Its vast size—home to one of the largest metropolitan areas in the world and a population that ranks among the five densest cities globally—is only the beginning. The city features a rich and constantly changing cultural, gastronomic, and commercial landscape.
For those of us in the digital signage industry, CDMX is a market full of opportunities. Its vibrant mix of locals and tourists (14 million annually, to be precise) along with a dynamic social culture creates the ideal environment for experimenting with new technologies and communication strategies.
During our latest visit, we concentrated on Santa Fe, one of the city’s most modern and cosmopolitan neighborhoods. We visited two iconic shopping centers: Centro Santa Fe, and Samara Shops, a more compact yet equally sophisticated venue. Both provided intriguing insights into the state of digital signage in Mexico.
Mexico is leading the way in adopting technological solutions in retail and quick-service restaurants (QSR). In the malls we visited, digital signage wasn’t merely present—it was a key component of the visitor experience.
From strategically placed screens in stores to impressive supermarket setups, dynamic visual communication revolutionizes customer interaction. Even in compact spaces, I observed large screens dominating the environment, highlighting how retailers significantly invest in this technology as part of their digital transformation.
An exciting example was digital menus in mall restaurants. These screens modernize the experience and allow for quick and relevant updates, which is crucial in such a competitive market.
One of the most fascinating aspects of the Mexican market is the variety of operational models for digital signage. Some businesses manage their networks directly, maintaining full control over content and operations. On the other hand, specialized operators take on this responsibility, allowing retailers to focus on their core business.
This dual approach strengthens the ecosystem and creates opportunities for strategic collaborations. Advertising network operators are emerging as key players—not just in implementation but also in crafting creative content that resonates with audiences.
Mexico already boasts many ad network operators, underscoring the growth potential of this model in the years ahead.
Video walls are certainly gaining popularity. Previously thought to be limited to large corporations, these technological displays are now becoming more accessible to retailers of all sizes.
We noticed setups like LED walls in traditional formats (2x2) alongside more innovative designs at Centro Santa Fe and Samara Shops. What’s intriguing is how these technologies are enhancing the customer experience. For example, one store featured a video wall as a focal point at its entrance, immediately capturing the attention of passersby.
However, one area for improvement is the quality of installation. In certain instances, we observed noticeable alignment problems that could diminish the overall visual appeal.
In stores like Liverpool and El Palacio de Hierro, creativity takes center stage. Liverpool at Centro Santa Fe, with its multiple levels, utilizes various screen formats, from interactive totems to large vertical screens arranged asymmetrically to create a distinct visual impact. These screens serve various purposes: product promotion, loyalty programs, and corporate content.
El Palacio de Hierro, in contrast, is noteworthy for its innovative designs. One particularly intriguing arrangement featured three vertical screens set up in a triangular formation. Each screen showcased distinct content, yet collectively they provided an immersive experience for customers.
These formats excel not only in aesthetics but also in their seamless integration of technology with brand storytelling.
Supermarkets are not falling behind in this technological revolution. At Chedraui, one of Mexico’s top chains, we discovered intriguing uses of digital signage.
In its flagship store at Centro Santa Fe, LED screens strategically placed at checkout counters and above refrigerators not only modernize the environment but also act as platforms for promoting partner brands and specific products. At the same time, Chedraui Selecto at Samara Shops enhances this strategy with interactive totems that improve the shopping experience.
This technological adoption not only enhances the stores but also demonstrates a profound understanding of the modern customer, who desires experiences beyond simple transactions.
The digital signage market in Mexico is undergoing significant growth. With a diverse audience and a culture that values social spaces, retailers have a prime opportunity to innovate.
As technology advances and costs decline, we anticipate seeing even more innovative applications in the years ahead. We intend to focus our next visit on the restaurant sector, where digital signage is already starting to transform the customer experience.
Checkout more images from our digital safari below.