One of the LED screens installed by INFiLED
A new digital out-of-home advertising network was built across Dubai Mall using INFiLED’s MVmk2 Series LED displays.
Approximately 1,100sq m of LED screens was distributed across 50 indoor and outdoor positions, giving one of the world’s most visited retail destinations a scalable advertising system built on a single display platform.
INFiLED’s MVmk2 is engineered as an outdoor product, positioned for urban media landmarks, transit hubs and premium outdoor advertising.
The MVmk2 was selected specifically to hold content legibility against that natural light, running at 4,500 nits with high contrast and colour uniformity. They also have a 3,840 Hz refresh rate that keeps the displays clean on camera, as this is one of the most photographed buildings in the region.
Hatem Malhas, INFiLED’s sales manager for DOOH – Middle East, said: “People assume the indoor and outdoor distinction is about weather, but in a building like this it is really about colours and brightness.
“Dubai Mall has enormous glazed areas and skylights, so a screen near one of them is competing with daylight, even though it sits indoors. Specifying an outdoor series was the straightforward engineering answer to that, and it means the network performs consistently whether a display is in a daylit atrium or an external position.”
