Observed Signal · Oct 12, 2026 · Product Launch · Source: Retail-News · Impact: 2/5 · Sentiment: Positive
Immersive DOOH Tunnel Joins Düsseldorf Christmas Market
Ströer's subsidiary blowUP media is launching 'The Portal – The Winter Village', an immersive walkable LED tunnel on Düsseldorf's Königsallee. The six-meter-long tunnel features a 35.75 square meter LED surface with 2,816 x 3,328 pixel resolution, enhanced by motion tracking, audio, and scent integration to react to passerby movement. It will serve as a primary entrance to the Christmas market from November 19 to December 30, 2026. The location attracts around 112,000 daily contacts, and the 2025 Winter Village drew over 1.7 million visitors. CEO Katrin Robertson emphasizes the premium location and immersive experience as unique branding opportunities. The installation aims to connect digital out-of-home advertising with a memorable visitor experience, targeting brands seeking high-frequency exposure during the festive season.
The launch of a new immersive DOOH format in Germany highlights innovation in out-of-home advertising, offering brands new interactive engagement opportunities. It is a niche development within the DOOH sector, not a major industry shift.
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Key Takeaways & Evidence Grounding
- blowUP media installs 'The Portal – The Winter Village', a six-meter-long walkable LED tunnel on Düsseldorf's Königsallee.
- The tunnel features a 35.75 square meter LED surface with 2,816 x 3,328 pixel resolution.
- The installation runs from November 19 to December 30, 2026.
- Motion tracking, audio, and scent integration are included, reacting to passerby movement.
- The location reaches approximately 112,000 daily contacts, and the 2025 Winter Village attracted over 1.7 million visitors.
Connected Companies & Entities
1 Entity mapped“The Ströer subsidiary blowUP media is expanding its portfolio with an immersive DOOH installation.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
The Portal – The Winter Village: blowUP media bringt immersiven DOOH-Tunnel auf die Düsseldorfer Königsallee
Neue Pressemitteilung vom 12.10.2026: blowUP media bringt einen immersiven DOOH-Tunnel auf die Düsseldorfer Königsallee.
Hamburg's 'The Lighthouse' — New Immersive DOOH Screen
Ströer and its subsidiary BlowUp Media are building a new large-format digital installation called “The Lighthouse” at Spielbudenplatz on Hamburg’s Reeperbahn. The immersive DOOH installation offers more than 530 square metres of LED area and is being promoted as Germany’s largest 3D-LED screen and the country’s first “Immersive‑DOOH” site. The Lighthouse is scheduled to be operational in mid‑September 2026. According to related reporting, construction work begins in July 2026, advertising bookings are expected to open in mid‑September, and Ströer/blowUp plan a first‑mover commercial package giving one brand exclusive week-long share of voice.
Germany Unveils Largest DOOH Screen at Hamburg Hauptbahnhof
Ströer plans Germany's largest DOOH screen at Hamburg Hauptbahnhof, a transit hub with more than half a million daily visitors. The 38-meter-wide by 9-meter-tall display, named 'The Whale', will be embedded in the Public-Video-Giant-Netzwerk of oversized DOOH surfaces for indoor and outdoor use. The installation will show ten-second moving-image spots, up to 20 repetitions per hour, and will support day-specific creative changes as well as editorial content such as news and weather data. Alexander Stotz, CEO of Ströer Media Deutschland, describes the project as an innovation at the intersection of monument protection, digitization, and high-traffic venues, aiming to make digital outdoor advertising an immersive brand experience. The project extends Ströer's DOOH expansion, following the recent addition of a roughly 100-square-meter LED screen at Cologne's Lanxess Arena to the portfolio, signaling continued digitization of public spaces in Germany.
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