ION Orchard, JCDecaux unveil new grand facade LED enlivening local OOH scene

Local shopping mall ION Orchard and outdoor advertising company JCDecaux Singapore have launched a new digital media site on Orchard Road – the ION Grand Façade LED. Luxury jewellery brand, Tiffany & Co. was onboarded as its inaugural brand partner, presenting the house’s first 3D billboard advertisement in Southeast Asia.

The new digital LED screen on the facade of ION Orchard remains the largest and most prominent on Orchard Road, with a 189 square meter (sqm) full HD resolution display with two million pixels, high colour vibrancy, and stereo-sound capabilities for a superior audio-visual experience.

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Powered by JCDecaux’s proprietary software, it also delivers immersive 3D content and dynamic digital engagements, it said in a statement. 

Tiffany & Co.’s “With Love, Since 1837” campaign perfectly showcases the LED’s capabilities, bringing the brand’s tradition of exquisite craftsmanship to life in full 3D anamorphic grandeur.

In line with ION Orchard and JCDecaux’s sustainability goals, the screen also features smart ambient sensors for auto-brightness adjustment, ensuring optimal visibility around the clock while reducing energy consumption.

Centrally located on Singapore’s renowned shopping belt, the ION grand facade LED is strategically positioned at the Orchard-Scotts-Paterson intersection reaching tourists, shoppers, and drivers.

It captures over 1.35 million viewable impressions monthly, offering a platform for high-impact advertising.

The launch of the digital billboard also precedes Orchard Road’s annual ‘Christmas On A Great Street’ year-end light-up, a major attraction for both tourists and locals. Its prime location ensures maximum visibility for brands during the festive season and beyond.

“The new ION grand facade LED exemplifies ION Orchard’s status as an iconic lifestyle and retail destination in Singapore and Asia, enabling us to continue creating exceptional moments for our visitors," said Yeo Mui Hong, chief executive officer, Orchard Turn Developments, the manager of ION Orchard. 

"We are delighted to partner with Tiffany & Co. for the first campaign to showcase the LED’s superior visual capabilities. Together with JCDecaux, we are pleased to offer our tenants and brand partners this unique opportunity to connect with customers right in the heart of Singapore’s retail haven,” she added. 

“We're thrilled to be launching the ION grand facade LED in partnership with ION Orchard. This big, bold, and beautiful display, now more prominently featured on the mall's exterior, adds greater vibrancy and colour to the area," said Evlyn Yang, managing director, JCDecaux Singapore.

"It's a striking focal point for traffic entering Orchard Road, at the same junction where viewers can enjoy the annual Christmas light-up. We're excited to have Tiffany & Co.’s latest campaign on this impressive site. The 3D anamorphic content creates an amazing visual showcase, making this a true talk-of-the-town campaign. We're grateful for this incredible partnership with ION Orchard and Tiffany & Co. and look forward to creating more captivating campaigns with our brand partners,” she added. 

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