The Tarragona, Open Shopping Centre project is part of the Recovery, Transformation and Resilience Plan funded by the European Next Generation EU programme. Led by the municipal company Mercats de Tarragona and promoted by Tarragona City Council, the project aims to adapt the local commercial network to digital transformation and energy sustainability. The intervention prioritises key spaces within Tarragona’s commercial network in order to reinforce their role as an economic and social driver for the city, with the digitalisation of Tarragona Markets being a fundamental action in achieving this goal.
An executive project is carried out for the installation and commissioning of a digital signage infrastructure at four locations: the Central Market, Corsini Square, Torreforta Market and Bonavista Market.
The intervention includes the installation of 11 digital totems with integrated cameras and two mobile screens, as well as the communications and electrical supply infrastructure.
Among the expected outcomes, audience analysis through video technology and artificial intelligence stands out, enabling the collection of fully anonymous demographic data from people interacting with the totems, such as gender, age and attention level. This information is displayed through specific control dashboards and helps improve communication, strengthen the promotion of local commerce and optimise the management of public information.
Thanks to artificial intelligence, the totems can display advertisements and relevant content adapted to the profile of the person viewing the screen and to the surrounding environmental conditions. This allows the information to remain dynamic and change according to the context, prioritising, for example, the promotion of shops with lower visitor numbers. At the same time, the project defines the technical and regulatory criteria applicable to cabling, electromagnetic compatibility, fire protection and electrical installations. In this way, the digitalisation of Tarragona Markets turns technology into a strategic tool serving local commerce.
