Top! City Vision Launches Iconic Pacific Place LED, the Largest in SCBD
City Vision has introduced the Iconic Pacific Place LED, one of the largest LED Out-of-Home (OOH) displays in Indonesia, strategically located in the SCBD area. Featuring a 3-Layered LED concept, this interactive media serves as a new visual icon and a modern ‘giant canvas’ in the heart of Jakarta’s lifestyle centre.
The screen is designed to allow brands to create relevant, real-time experiences that connect with the daily lives of urban audiences. Situated in an area that integrates business, retail, hospitality, technology, mobility, culinary, and entertainment, Pacific Place is central to the city’s lifestyle rhythm. Recognising this, the Iconic Pacific Place LED acts as a digital canvas capable of responding to its surroundings, from celebrating cultural and community moments to fostering public interaction.
Meyrick Sumantri, Co-Founder and Co-CEO of City Vision, explained that this spirit served as the foundation for the discussion session titled “Beyond Visibility: How Brands Win Through Experiences,” held alongside Savoria, Samsung, and BYD.
“Through the brand perspectives of the consumer, technology, and mobility categories, this discussion addressed how brands are now moving beyond mere visibility to build more meaningful and immersive experiences through innovation, gamification, and the utilisation of Digital Out-of-Home (DOOH),” he stated in a written release on Wednesday.
The session was broadcast live via the Iconic Pacific Place LED, making the screen itself a part of the launch experience. Spanning over 1,000 square metres, the Iconic Pacific Place LED features a distinctive 3-layered LED design. This design not only creates a more dynamic visual dimension but is also engineered to highlight the beautiful facade of Pacific Place, creating a unique and memorable new visual landmark in the SCBD area.
“City Vision believes that the presence of media in public spaces should add value to an individual’s experience in the city. We present the Iconic Pacific Place LED as a space that allows brands to create moments relevant to their audience’s lifestyle—not just to appear, but to interact, build connections, and become part of the ongoing urban experience,” said Sumantri.
He noted that the interactive excitement continued through a participatory game show with various participating brands. This activation demonstrated that OOH has transformed from simple media placement into an interactive public experience. Through a launch ceremony that connected guests’ mobile phones to the LED in real-time via an ‘Interactive Launch Moment’, the technology successfully unified personal devices with urban space.
Juliana Kumala, Co-Founder and Co-CEO of City Vision, explained that in an era where audiences receive countless messages daily, mere visibility is no longer sufficient.
“Brands need to create ‘brand moments’—a point where a message is not just seen, but truly felt and experienced within a relevant context. Such moments are vital because they can make audiences stop, engage, and build stronger connections with a brand. When an experience is memorable enough to be recorded, shared, or discussed, visibility evolves into memory and a long-lasting relationship with the consumer,” she said.
“For City Vision, the development of OOH does not stop at increasing visibility. When placed in locations that are part of the public’s lifestyle and cultural moments, DOOH can become a space for brands to exist contextually—to be seen, played with, recorded, shared, and ultimately remembered as a shared experience,” she added.
She emphasised that through the Iconic Pacific Place LED, City Vision is expanding its vision to build an OOH ecosystem that is more innovative, adaptive, and relevant to urban dynamics.
“From consumer brands to technology and mobility, this screen opens opportunities for various categories to not only achieve massive visual exposure but to create interactions and experiences that feel close to the lives of urban audiences,” she concluded.