Pixels World & INFiLED Deliver Large-Scale DOOH LED in Dubai

Overview

Pixels World is the UAE’s premier digital-out-of-home (DOOH) company with an ambitious mission: to create meaningful relationships between brands and clients by evolving OOH advertising using advanced tech and data.

We worked with Pixels World in Dubai to install a 300sqm high-impact LED display screen to show off the best of brands to a million eyes a day. 

The Vision: A High-Impact, Head-Turning LED Display  

Pixels World’s vision was to put its clients center stage, right in front of the city. And that meant building an impossible-to-ignore, impossibly large wall-mounted LED display screen to create a high-impact visual presence.

The aim of the screen was to build and enhance the reach and impact of client brands with high-res, dynamic content, visible from long distances, to capture the attention of daily traffic and to maximize audience recall and engagement. 

The Challenge: Outdoor LED Screens Engineered for Extremes

Anyone who’s dropped into Dubai will know it’s hot. It’s really hot. The extreme temperature can mess with LEDs, and Pixels World had learned this the hard way. The site had previously hosted an LED display that couldn’t keep its cool, literally, leading to power fluctuations, color inconsistencies, and unplanned downtime.

The tower’s location on Sheik Zayed Road is bordered by skyscrapers but it’s still fully exposed to desert conditions that really hate LEDs: blistering heat, intense sun, high humidity, and dust storms. Anything and everything can go wrong:

• High solar load often causes traditional LED modules and power supplies to overheat. In acute circumstances the rate of heating exceeds that of cooling, so you’re looking at mini-disasters such as brightness reduction or full-freakout disasters such as thermal shutdowns. Over time, pixels will degrade and discolor, and even cabinets can warp and fail. A chunk of LED display falling on your head almost never makes your day more fun.
• Airborne dust interferes with or breaks traditional cooling systems like AC or fans, thereby adding to the thermal load and energy/maintenance budgets.
• High humidity creates moisture hazards that can short circuit LED drivers and corrode connectors. 

Pixels World’s vision demanded a system that could deliver ultra-high brightness at distance while staying energy efficient and thermally stable. A system packed with traditional cooling systems like external AC or fans just wouldn’t cut it.

The Solution: Heat-Resistant and Energy Efficient LED Display, Size Large. 

The Pixels World and INFiLED teams put their brains together and came up with a plan for a big, bold and beautiful 300sqm LED wall, built from INFiLED’s tried, tested & trusted MVmk2 series. It was the perfect choice for Pixels World’s ambition. It’s designed especially for large-format, high performance visuals in challenging physical environments.

Specifically, the MVmk2’s low-power LED technology uses enhanced heat dissipation. High-efficiency LEDs and aluminum cabinets naturally disperse heat without the need for built-in mechanical cooling assistance, such as fans and AC. This cuts energy use by up to 16%, and reduces the risk of heat-related failure to almost zero.

Other technical highlights to ensure perfect performance included:

From concept to full installation, the full process took just 12 weeks.

The Result: An Impressive LED Display, High on Impact, Low on Risk

The Sheikh Zayed Road has quickly become a high-value advertising location and Pixels World wasn’t prepared to take any risks when showcasing their client brands. With INFiLED’s help, it now has a fully reliable digital landmark that can launch campaigns and stream live events to half a million people a day, whatever the Dubai climate throws at it. 

Want to shine in a harsh environment but don’t know where to start? We design for difficulties, and we’re here to help. Get in touch or Book a demo in our Dubai Experience Centre with the team today.