Not every partnership starts with a yes. In March 2025, TST Digital approached Le Creuset’s retail manager about digital signage across their 40+ store network in South Africa - at the time, none of it had any digital screens. The answer was clear: not interested.
Eight months later, in November 2025, that changed. TST Digital got a call from Le Creuset’s head of marketing with a specific brief: a street-facing screen for their brand-new Sea Point store in Cape Town. Could TST do it?
The problem: a busy, sunlit walkway
Sea Point’s promenade is one of Cape Town’s busiest pedestrian walkways, and the site gets a lot of direct light. A standard indoor screen would have been unreadable. TST Digital installed a high-brightness outdoor-rated LED screen - rated for the kind of daylight and foot traffic a Main Road-facing storefront actually gets, so the display stays clearly visible rather than washing out in the sun.
From one screen to an ongoing partnership
That first Sea Point installation became the start of a real relationship. TST Digital has since become Le Creuset’s trusted partner for digital signage as they upgrade further stores, including:
- Commercial-grade 55-inch and 65-inch screens installed across additional locations
- LED screens in other stores, including the outdoor-rated display at their Sea Point location
- Bloom, TST Digital’s content management platform, managing content and promotions across every screen from one dashboard
Growing with a luxury brand, store by store
The plan going forward is straightforward: as Le Creuset revamps additional stores, digital elements get added as part of the renovation, with TST Digital handling the installation and ongoing software each time. For a brand built on precision and craft, the signage now has to match that same standard.