The expansion of outdoor advertising panels into extraordinary spaces took another leap this week with Ooh! Media unveiling a massive shopping centre screen attached to the ceiling.
AMP Shopping Centres Macquarie Centre in Sydney will be home for the installation which is being billed as Australia's largest curved, audible, fully animated digital ceiling panel, which spans the length of one and a half cricket pitches.
The screen has been installed as part of a $440 million redevelopment of the centre which is located in Sydney's North West.
The screen has already attracted a number of advertisers including Woolworths and FMCG brand Dettol.
Ooh! Media CEO Brendon Cook said the unique use of the ceiling created an “aquarium” feel for the shopping centre.
"The overhead digital screen is fully animated, so television footage can be adapted and used with audio to create a huge impact with shoppers,” Cook said.
“Dettol’s latest campaign gives the effect of a child walking on the ceiling above. Visually it’s a spectacular experience for shoppers – not unlike being at an aquarium with a glass ceiling.”
When redevelopment is complete the shopping centre will be the largest in NSW with retail spending expected to top $6 billion.
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