Germany★World's First "House of Light" OOH: Building Facade Entirely Transformed into a Display

On September 23rd, the world's first OOH (Out-of-Home) installation debuted on Hamburg's Reeperbahn, one of Germany's most bustling entertainment districts. At the unveiling of the new mixed-use complex "Klubhaus St. Pauli," featuring entertainment and office spaces, people saw a 700-square-meter façade (building front) covered in LED lighting, brightly illuminated. It consists of three panels of different sizes with multimedia display capabilities.

This "House of Light" displays advertisements and works by the Bremen-based artist collective "Urban Screen." It will also broadcast live concerts and sporting events. Additionally, it functions as an interactive device, displaying visitors' Twitter posts every 15 minutes.

The first advertisement displayed was Mondelez International's "Milka." The image of chocolate flowing like a waterfall drew cheers from the crowd.

This is the world's first OOH display with an entire facade covered in LEDs and the largest interactive media surface in Europe. PosterScope Germany, part of Dentsu Inc. Aegis Network, handles all media operations including sponsorships and content partnerships.