Europe’s largest three-sided 3D LED Screen unveiled in Warsaw
Located at the entrance to Złote Tarasy, one of Warsaw’s (Poland’s capital) best-known retail and entertainment destinations, a new 800-square-metre landmark media platform has been installed; designed for anamorphic content, brand launches, social-first campaigns, cultural projects and major urban events. Larger than London’s Piccadilly Lights, Warsaw STAGE now lays claims to be Europe’s largest three-sided 3D LED Screen.
Agnieszka Godlewska, President of the Management Board of Digital Network, the company behind the installation, says: “Warsaw STAGE has been conceived as a new open-air digital stage for the city, hence its name. It is a unique, world-class premium format for brands and events that want to be present where business, tourism, retail, culture and metropolitan life come together.”
“This represents Digital Network’s biggest investment to date in the super-premium out-of-home advertising segment and ensures that the Polish capital joins a select group of global cities – including London, New York, Seoul and Tokyo – where large-format digital screens have become part of the cityscape and a destination in their own right.”
Encompassing 84 tonnes of structural steel, 5.88 tonnes of hot-dip galvanised elements and approximately 6 tonnes of additional structural and installation components, as well as nearly 1,000 LED Cabinets (with a combined weight of 22 tonnes and creating a digital surface covering more than 800 square metres) and 10kms of cabling, Warsaw STAGE represents one of the most complex engineering and technology out-of-home advertising installations ever delivered. One of the central engineering challenges was connecting three separate surfaces into a single, coherent digital canvas capable of displaying seamless 3D content.
Damian Rezner, a member of the Digital Network Management Board and Chief Operating Officer of Screen Network SA, says: “In a project of this scale, every detail matters – from the precision of the steel structure and the alignment of the LED cabinets to installation safety in one of the busiest areas of central Warsaw.”
“The greatest challenge was integrating three individual surfaces into one media platform that could operate as a unified stage for anamorphic 3D content.”
Digital Network operates Poland’s largest digital out-of-home advertising network, comprising more than 20,000 LED and LCD displays across urban locations, shopping centres, railway stations, office buildings and other indoor and outdoor environments. The company’s existing offer is built around nationwide scale, digital technology, high-quality locations and extensive audience reach. Warsaw STAGE adds a new dimension to the portfolio: a standalone landmark media format capable of delivering exceptional visibility, prestige and cultural relevance.
Godlewska continues: “Warsaw STAGE is not simply another screen within our network. It is a standalone media format and a completely new stage for Warsaw. A nationwide network delivers scale and reach. An iconic large-format platform in the centre of a capital city offers something different: concentrated attention, prestige, PR potential and the opportunity to create a genuine media event around a brand, from the premiere of a creative concept to PR activity, influencer engagement, social media distribution and earned media coverage.”
Globally, digital out-of-home advertising is being recognised as no longer simply a medium for displaying advertising. The most prominent screens have become urban stages for global premieres, fashion shows, public art, live experiences and integrated campaigns that extend across digital, social and earned media. Located in Warsaw’s central business, retail and transport district, next to Warsaw Central Railway Station and Centrum metro station, Warsaw STAGE brings this global landmark media model to Central Europe. Its immediate surroundings include Varso Tower- the tallest building in the European Union – and the area is one of Warsaw’s most active urban destinations, attracting commuters, tourists, business travellers, shoppers and residents. It is also a major location for outdoor cultural events, concerts, public celebrations and sporting events.
Godlewska says: “In a world where users can scroll past, skip or block almost any advertisement, out-of-home advertising is entering a new era. Urban space gives brands something extremely valuable: real-world attention, an aspirational metropolitan context and the potential to create content that travels organically across social media.”
