Fugo and Canto connect DAM to digital signage with Gymshark London store deployment

Fugo has partnered with digital asset management platform Canto to launch a new integration that connects brand libraries directly to in-store digital signage, eliminating the need for versioned file exports, manual uploads, or patchwork workarounds. 

The integration is now live in a deployment with Gymshark, the British fitnesswear brand, at its flagship White City location in London, with wider roll-outs planned for locations in Europe and the US later this year.

For Gymshark, the project addresses a familiar challenge in retail marketing: how to keep store screens in sync with brand campaigns and asset updates without involving disconnected tools or workflows. By linking its Canto DAM to Fugo’s CMS, Gymshark’s content and VM teams can now schedule and update in-store screen content using the same library that powers their other brand channels.

“Screens have historically sat outside the rest of the marketing tech stack,” says Nick Ratcliffe, Chief Commercial Officer at Fugo. “They’re a high impact surface, but the workflows have been siloed. With this integration, we’re trying to bring screens closer to the systems that teams already use and trust - starting with DAM.”

This marks the first time Canto’s DAM has been connected to a digital signage CMS. While channels like web and social have long been tied into brand asset systems, signage has remained relatively disconnected, typically managed by IT teams, facilities staff, or third-party AV partners. 

Canto says that its move signals aninterest in expanding the DAM’s reach into the physical world, not through one off deployments, but by working directly with CMS providers, hardware vendors, and the AV ecosystem.

“Connecting digital asset management to physical spaces opens up a powerful new dimension for brand storytelling,” says Matt Irving, Head of Channel at Canto. 

“With this integration, Canto is helping bridge the gap between creative teams and in-store experiences while bringing the same clarity and control to screens that our customers already expect across their digital channels. We’re excited to partner with Fugo on this roll-out and to see Gymshark leading the way in unifying content workflows across physical and digital environments.”

The Gymshark store runs on Samsung commercial displays, with content powered by BrightSign players. Samsung’s VXT platform and its Pre-Integrated Repeatable Solutions (PIRS) programme are designed to make deployments like this more repeatable and scalable across retail environments. 

While the Fugo and Canto integration is not yet listed as a PIRS app, the companies see potential to align with that programme’s goals: simplifying setup, standardizsng signage architecture, and making digital content workflows more accessible to brand teams..

“Retail moves fast. Campaigns go live quickly. Content changes often. The signage layer needs to keep up,” says Ratcliffe. “This integration is about reducing friction so the people who already manage the brand can manage the screens, too.”

“Fugo stood out as a great fit for Gymshark thanks to its clean, modern web UI and the team’s willingness to develop a bespoke integration with Canto that could be easily managed by Gymshark’s creative team, even with limited technical experience,” says Richard Mackie, Technical Solutions Architect at proAV

“proAV had previously developed a custom solution to bridge Canto with the existing MagicInfo deployment, but it wasn’t scalable and proved difficult to support. With Fugo in place, there’s now a simple, end-to-end workflow from content creation to on-screen display. In a business where digital signage is deeply embedded in brand and content strategy - rather than owned by IT - Fugo offers an ideal solution.”

2025 RTIH INNOVATION AWARDS

Digital signage will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.