How Visual Art’s tech team powers smarter IXM
December 2, 2025
Visual Art’s transition from Signage Player to Grassfish IXM Aqua marks more than a technology upgrade — it’s a shift toward intelligent, data-driven in-store communication. We sat down with Martin Adolfsson, Head of Technology at Visual Art, to talk about how the company’s new in-house tech team will turn this vision into value for retailers.
Martin, why did Visual Art decide to establish an in-house tech department?
The in-store environment is changing fast. Retailers are looking for communication that’s not only nice to look at, but also measurable and responsive, just like their online channels.
With our IXM platform, we can connect content, data, and business systems. To unlock its full potential, we needed a team working side by side with our creative and strategic experts.
This is how we turn technology into real value, by building solutions that are both technically smart and aligned with campaign goals.
What will this new team do day-to-day?
Our main focus is to ensure the IXM platform works seamlessly within each client’s retail ecosystem. That means developing custom integrations with systems like CRM, DAM, POS, or eCommerce platforms so that in-store communication reflects what’s happening in the business in real time.
We also work with automation, data analytics, and AI triggers, tools that allow campaigns to adapt to context, such as time of day, product availability, or local demand.
In short, we make sure the technology behind every campaign supports what retailers care about: relevance, reach, and results.
What’s the benefit of this for retailers?
For marketers, it’s about control and consistency. The IXM platform gives them a single platform to manage in-store communication across all markets and store formats with the same precision and measurability they expect from digital media.
Our in-house tech team tailors and controls the more customer-specific parts of the solution which, combined with our core platform, enables us to achieve great things together.
Retailers get a future-proof infrastructure that reduces operational complexity and turns in-store media into a powerful marketing channel that drives engagement and sales.
How does this collaboration with Grassfish fit into the bigger picture?
Grassfish IXM Aqua is the platform foundation; enterprise-grade, cloud-native, and scalable.
By combining that with our in-house tech and creative capabilities, we offer something quite unique: a platform that’s robust yet personalised for each brand’s goals and customer journey.
Grassfish gives us speed and scale; our tech team adds customisation, flexibility, and direct collaboration with our Design Studio. Together, that’s what makes the IXM platform truly powerful.
What’s next for IXM Aqua and the tech team?
We’re exploring how AI and contextual data can make in-store communication more adaptive, with content automatically adjusting in real time.
Imagine a campaign that dynamically updates based on sales data, weather, or local footfall — all powered by IXM Aqua and our integration capabilities.
Our goal is to help marketers and retailers treat the store as a living media channel — one that delivers the right message, in the right place, at the right time.
Finally, how would you summarise this shift in one sentence?
We’re moving from managing screens to managing connected experiences, helping retailers turn every store into a smart, data-driven communication platform that drives measurable business results.
For more information, contact:
Andreas Ström, Head of Sales at Visual Art
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