Introducing IXM Aqua: Visual Art’s IXM Platform
November 18, 2025
Visual Art today announces the rebranding of its digital signage software Signage Player as IXM Aqua—a strategic evolution toward delivering more scalable, intelligent in-store communication solutions.
This is not a new product launch. It is a technology and brand transformation: IXM Aqua is the next-generation IXM platform, built on the foundation of Visual Art’s Signage Player, and further developed within the Grassfish platform environment.
– “This move allows us to meet our customers’ future needs. IXM Aqua builds on Signage Player, but brings a broader set of capabilities to help retailers achieve meaningful, measurable outcomes,” says Pontus Meijer, CEO at Visual Art
Strategic background
Following the acquisition of Visual Art by Vertiseit Group, and the group’s integration of platform assets, Visual Art’s Signage Player has become IXM Aqua. This rebrand reflects the next phase in the platform’s evolution: from digital signage software to full in-store experience management (IXM).
IXM represents a strategic shift, from managing screens to managing entire customer experiences in-store.
Clients will now experience a robust, modular, and AI-ready platform, without any disruption to current operations.
IXM Aqua
IXM Aqua is a cloud-native, enterprise-grade platform built on Microsoft Azure. It enables global retailers and brands to unify content, data, and systems, turning digital signage into a strategic business tool.
Key benefits include:
- Integration ready for systems like CRM, DAM, POS, ERP, and eCommerce
- Modular workflows to scale across markets and store formats
- AI-powered content delivery, automation, and measurement
- Localisation and campaign planning tools that streamline operations
More than a platform, a strategic shift
With Grassfish’s extended development capabilities and Visual Art’s in-house tech team focused on specialised integrations, clients benefit from an offering that is both creative and technically advanced.
This rebrand allows Visual Art to focus fully on its core strength: helping brands reach business goals through digital communication that combines storytelling, design, and measurable outcomes.
– “With IXM Aqua, we’re not just managing screens. We’re enabling in-store ecosystems that connect technology, data, and experience,” says Pontus Meijer.
Future-focused
This shift supports Visual Art’s long-term vision to shape the future of digital communication. IXM Aqua positions Visual Art to lead in a market where digital signage is no longer just about a screen, but about driving value across the customer journey.
– “We’ve always believed that true impact happens when creativity meets tech. With IXM Aqua, we combine a powerful, future-ready platform with our in-house tech team’s expertise in tailored solutions and integrations — helping our clients turn in-store communication into a strategic advantage,” says Pontus Meijer.
For more information, contact:
Monika Lindquist, Group CMO at Vertiseit (Dise, Grassfish & Visual Art)
monika.lindquist@vertiseit.com
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