Synaxis to install large LED screen

Abu Dhabi-based Synaxis Media and Advertising will install Mena and Europe's largest LED advert screen on the busy Airport Road on September 30.

Synaxis announced to develop and install the Opulence screen in partnership with Abu Dhabi Municipality Media Consultants.

Slightly curved and measuring a colossal 28 metres by eight metres, it will be located at Fotouh Al Khair Shopping Centre [Marks and Spencer building] on Airport Road and Hamdan Street intersection.

"It will be the largest in the Middle East, North Africa and Europe, and will be visible from more than a kilometre. Supported with digital technology, the Opulence is equipped with the latest pixel technology, and can handle both static and full motion advertisements, said Synaxis Managing Director Fahad Al Absi.

He said the Opulence provides an answer to the worldwide economic crunch faced by advertisers to use their small budgets to ensure a wider reach and have a larger impact.

Al Absi said: "This is a monumental moment not just for advertisers but for common man as well, because it puts the emirates on the world map. Physically, the screen's pixels look like thousands and thousand of glittering gems.

"It's like a monument reflecting an era of wealth and prosperity. We worked with the Abu Dhabi Municipality Media Consultants in bringing the Opulence to life. Edelweiss and the Abu Dhabi Municipality shared our belief that innovation through digital media will uplift communications in the Gulf, and the emirate will become the hub for the impending media boom.