BYD showroom, Jeddah, Saudi Arabia

A 360° installation: a ring of double-sided transparent LED about 60 m long and 3 m high runs all the way around the round glass showroom, more than 300 m² of screen counting both faces, so content faces the street outside and the visitors inside at the same time, while the cars stay visible through the glass. The photos show both faces: the street side at night, and the inner side greeting visitors with 'Welcome to BYD'.

The challenge

The showroom is a round glass building, so the screen had to follow the curve all the way around and work in two directions: toward the street, to be seen by passing traffic day and night, and toward the visitors inside. At the same time the cars on display had to stay visible from outside, and the street had to stay visible from inside.

The MDS solution

A double-sided P6.25 transparent LED ring, about 60 m long and 3 m high, follows the curved glazing around the whole building, more than 300 m² of screen counting both faces. The outer face plays model campaigns to the street; the inner face greets visitors. The open mesh structure keeps the view through the glass in both directions, as the before-and-after and inside-out photos show. Because the screen is double-sided, it is held on a frame: one face is adhered to the glass and the other is hung, which made the installation complex. Two MDS engineers from China and two local installers completed it in about 7 days.