City : Jeddah, Saudi Arabia
Year : 2011
Surface : 10 000 sqm
Architect : Abdullah Deghaither
Jeddah’s King’s Road Tower, an office building, has three of its faces equipped with a Media Facade for a total surface of 10 000 sqm. This installation was done by Citiled in 2011 ; Tower’s administrators asked LAFACADE to take care of maintenance and control system upgrade since 2014. This system is now able to display “live” stream and events coming from various video sources.
Initially anticipated for corporate communication and informative messages, building administrators quickly oriented the displays to lucrative and artistic contents, in particular with marketing campaign for major brands like Pepsi or Sony, allowing them to quickly cash back their investment.