Leo’s Lekland and Visual Art enter partnership for digital signage and retail media
March 4, 2026
Leo’s Lekland, one of Europe’s leading activity centres for kids and family entertainment, has entered a partnership with Visual Art to develop its digital communication and retail media offering across its parks.
The agreement includes the delivery of hardware and SaaS licenses for Visual Art’s IXM platform over a five-year period, as well as a retail media agreement that runs on a 12-month rolling basis.
Today, Leo’s Lekland operates 63 parks across five countries, including Sweden, Norway, Denmark, Finland and Germany.
In the first phase, Visual Art will deliver digital touchpoints and associated hardware, as well as licenses for operation and content management through Visual Art’s IXM platform. This enables centralised administration, stable operations, and future scalability of digital communication across the parks. The delivery also includes service, support and ongoing operations, as well as a retail media collaboration in which Visual Art is responsible for media sales during an initial 12-month period.
The initial rollout includes nearly 200 retail media screens across all parks. These screens establish a new digital communication channel within the environments and enable advertising from relevant partners, while Leo’s retains full control over content and the customer experience.
– “This is an important step in the development of our digital communication and retail media offering. Through the partnership with Visual Art, we gain a stable and scalable technical platform for our parks, enabling us to develop both communication and commercial collaborations over time,” says Gabriel Bergqvist, CMO at Leo’s Group.
Beyond the initial delivery, there is also potential for further expansion, with the installation of digital menu boards discussed for later this year.
For Visual Art, the partnership serves as an example of how digital in-store solutions and retail media can be implemented step by step, with a focus on operational stability and business value.
– “Our role in this collaboration is to deliver a robust technical foundation through our IXM platform and supporting infrastructure. Technology is not the goal in itself, but a tool to enable effective communication, strong customer experiences and new revenue opportunities. We support Leo’s in developing their digital communication in line with their needs and ambitions,” says Pontus Meijer, CEO of Visual Art.
The partnership is built on a shared view of digital communication in physical environments as a long-term opportunity, where technology, operations and commercial development can be scaled over time.
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