Skycom has unveiled ‘The Social Tree’, a large-format digital out-of-home installation at Nexus Select CityWalk, introducing an immersive, architectural media format designed to redefine audience engagement in DOOH environments. The installation reflects a broader industry transition from static visibility-led formats to dynamic, experience-driven communication.
Positioned at the mall’s central plaza, ‘The Social Tree’ is designed as a cube-structured LED installation offering 360-degree visibility and multi-angle viewing. Unlike conventional flat screens, the structure integrates large-format display technology with synchronised LED lighting and sound, creating a spatial media experience that blends architecture with digital storytelling.
The installation measures approximately 50 ft in height and 46 ft in width, with a display surface extending 118.8 ft by 16.5 ft. Its four-sided LED screens form a continuous visual canvas of nearly 1,950 sq. ft., operating at a resolution of 12096 x 1680 pixels (12K). This positions it among the higher-resolution DOOH formats currently available in India, enabling sharper visuals and enhanced creative execution for advertisers.
A key feature of the installation is its integration of multiple technologies within a single structure. The central display is supported by nearly 2 kilometres of synchronised LED lighting, enhancing visual impact and extending the storytelling canvas. The platform also supports advanced formats such as 3D anamorphic content, allowing brands to create depth-driven visual narratives that can be experienced from multiple viewing angles due to the cuboid design.
In addition to visual capabilities, the platform incorporates audience analytics, enabling measurement of viewer attention, engagement duration and interaction patterns. This data-driven layer aligns with evolving advertiser expectations for measurable outcomes and performance insights in outdoor media.
The installation is part of Skycom’s broader ‘Iconic Screens’ portfolio, which focuses on developing landmark-scale DOOH infrastructure. This approach positions large-format installations not just as advertising surfaces but as high-impact digital landmarks that integrate media, technology and audience engagement within physical spaces.
The choice of Nexus Select CityWalk as the deployment location is central to the strategy. With high footfall and extended dwell time, the mall environment offers an estimated potential of over 6 million impressions per month. This setting enables advertisers to engage audiences in a more captive context, moving beyond fleeting exposure to deeper interaction.
‘The Social Tree’ caters to a wide range of categories including luxury apparel, real estate, jewellery, beauty, travel, food and beverage, durables and automotive. The platform is available through both direct brand partnerships and agency-led buying, reflecting its positioning as a premium, high-impact media asset.
Shekhar Rao said, “DOOH has traditionally been a visibility-led medium, but we are now seeing a shift toward formats that prioritise engagement and experience. With The Social Tree, we are combining scale, high-resolution display, interactivity and advanced content capabilities to create a more immersive environment. In a mall setting, where audiences are spending time rather than passing through, this enables brands to move beyond impressions to more meaningful and compelling engagement.”
Overall, ‘The Social Tree’ underscores a growing shift in DOOH towards interactive, multi-sensory and analytics-enabled formats. By combining scale, technology and location strategy, Skycom aims to position the installation as a next-generation advertising platform that enhances both brand storytelling and audience engagement.
