MAER Holding unveiled a new media façade , dubbed "International." It is located on the façade of the National Center "Russia" building in the Moscow-City business center. This structure supports 3D technology and allows for the playback of high-quality video content, making it one of the most advanced advertising platforms in the capital.
Key design features
The media façade consists of three main sections, reaching a combined width of 50 meters and a height of 21 meters. The entire structure covers over 1,000 square meters. For comparison, while standard televisions are 65 inches diagonally, this media façade's screen size is an impressive 2,120 inches.
The structure's location on Krasnopresnenskaya Embankment provides it with excellent visibility for a wide audience, including pedestrians, motorists, and passengers on pleasure boats and riverboats. This significantly expands the media façade's advertising potential.
Official opening
Business representatives and high-ranking guests attended the opening ceremony, including Ahmed Nasser Al-Thani, Ambassador Extraordinary and Plenipotentiary of Qatar to Russia, and Yeon Nam Ro, President of LG Electronics in Russia and the CIS.
The first section of the façade was launched back in 2024, as part of the National Unity Day celebrations. Now, the project has been expanded with two side sections, significantly increasing its area and functionality.
Management via a digital platform
In the near future, the management of all media façade equipment will be integrated into a single digital platform developed by MAER Holding. This system will enable complex cross-channel advertising campaigns, integrating various digital advertising formats.
The company's outdoor advertising network currently delivers over 7.8 billion visual impressions per month, reaching an audience of 31 million people. This figure is projected to increase to 100 million people monthly by 2029 after the implementation of a unified platform.
The role of media facades in the development of the urban environment
The "International" project is not only an advertising platform but also a significant contribution to the development of urban infrastructure. The use of advanced technologies, such as 3D effects, and the impressive size of the structure make it a unique landmark that fits harmoniously into the Moscow City skyline.
The media façade will become an important element not only for brands but also for the urban landscape, attracting the attention of Muscovites and tourists and strengthening Moscow's status as one of the world's leading digital megacities.
