When Ads Become Art: Discovering the World‘s 15 Most Creative Billboards

What makes iconic billboards so popular that people travel the world to see them?

Why do some outdoor screens become city symbols, social media stars, and must-visit landmarks?

This article will take you to the top 15 of the world’s most iconic LED screens:

• Some are renowned for their stunning naked-eye 3D effects.
• Others for their massive scale and historical significance.
• Others, for their continuous innovation, are becoming city icons.

If you want to understand which LED billboards have truly transformed city skylines, generated massive traffic, and become classic examples of global outdoor media, then read on.

Let’s embark on this visual journey together.

Part 1: Introduction

In major cities around the world, LED billboards have long transcended mere advertising.

They’ve become photo spots, visual feasts, and stages showcasing a city’s creativity and technological prowess.

Unlike static posters that show only one message, dynamic LED billboards bring motion, storytelling, and immersive visuals.

Dynamic Billboard vs Static Billboard

Now that you understand why dynamic billboards outperform static billboards, let’s explore 15 real-world iconic examples.

Part 2: Top 15 Iconic Billboards in the World

From futuristic 3D screens to century-old landmarks, the world’s most iconic billboards influence how cities look, feel, and communicate with millions every day.

These LED displays are more than advertising—they are cultural symbols, tourist magnets, and showcases of cutting-edge visual technology.

Below, we explore some of the most legendary billboards that have shaped modern outdoor media.

(1) Piccadilly Circus Billboard in London, UK

Located at one of London’s busiest intersections, Piccadilly Circus is the UK’s equivalent of Times Square.

Its illuminated advertising has been part of London’s identity since 1908.

Screen Details:

• Type: Curved 4K LED display
• Screen Size: 17.56m (high) x 44.62m (wide), Nearly 790 m²
• Resolution: 5490×2160 (More than 4K)

Features:

• Intelligent brightness sensors
• Multi-brand digital integration
• Seamless single-screen structure replacing former segmented panels

Coca-Cola, Samsung, Hyundai, and other global brands have run long-term campaigns here.

The screen is also used for charity messages and real-time public engagement content.

Its century-long history and stunning curved LED façade make it one of Europe’s most photographed advertising landmarks.

(2) DAS Center 3D Billboard in Berlin, Germany

Situated in the heart of Berlin’s commercial district, the DAS Center 3D digital Billboard is Europe’s standout example of modern naked-eye 3D outdoor media.

Screen Details:

• Type: Naked-eye 3D LED facade
• Screen Area:  257 square meters
• Shape: Large corner-wrapped structure for enhanced depth
• Technology: Advanced perspective rendering and high refresh rates

Famous for lifelike 3D animals, cars bursting out of the frame, and futuristic sci-fi animations, this outdoor billboard has hosted creative campaigns from automotive brands, fashion houses, and entertainment companies.

It brings the global 3D anamorphic billboards trend to Europe with bold, high-impact visuals.

(3) Giant LED Screen in Plaza de Callao, Madrid, Spain

Plaza del Callao in Madrid—one of Spain’s most vibrant areas—features two full-size outdoor electronic LED advertising screens.

Plaza del Callao is one of Europe’s most vibrant areas, comparable to London’s Piccadilly Circus and Paris’s Louvre.

Stretching from Preciados Street to Callao Street, it’s one of Europe’s busiest pedestrian streets.

Screen Details:

• Gran Via: A giant 90-square-meter electronic screen located on Gran Via, Madrid’s main thoroughfare.
• Plaza del Callao Screen: A giant 120-square-meter LED advertising screen located at the entrance of the world-famous Callao Cinema.

CALLAO LIGHTS MADRID screens are hailed as the “Piccadilly of Madrid”.

(4) Giant 3D Cat Billboard in Shinjuku, Japan

This billboard is located above the East Exit of Shinjuku Station, one of the world’s busiest transportation hubs.

The Shinjuku iconic billboard is the most famous 3D billboard in Tokyo, Japan. A giant calico cat lives on this screen.

Its realistic and lifelike 3D shape and enormous size immediately became a hot topic both in Japan and abroad.

Screen Details:

• Type: Naked-eye 3D curved LED screen
• Size: H8.16m × W18.96m, approximately 154 square meters
• Resolution: Ultra HD 4K
• Shape: Corner curved design to enhance 3D effect

This famous 3D calico cat appears to be stretching, napping, and interacting with passersby.

Major brands (such as Nike, Louis Vuitton) have also used this screen for creative 3D animations, product launches, and pop culture collaborations.

As one of the most shared urban visual elements on social media, it pioneered the global viral trend of naked-eye 3D billboards.

(5) Naked-eye 3D Screen in Chengdu, China

Located in the Taikoo Li district, this outdoor LED billboard has quickly become one of China’s most influential LED showcases, thanks to its massive scale and cinematic 3D effects.

Screen Details:

• Type: Giant curved naked-eye 3D LED
• Screen Size: Over 1,000 m²
• Pixel pitch: P8mm
• Brightness: Outdoor high-brightness LEDs for day-and-night visibility
• Technology: High frame rate + precision shadow rendering for realistic depth

Viral 3D campaigns include the 3D spacecraft, mechanical tiger, tsunami wave, cute panda, and numerous national cultural themes.

Many of these videos have gained millions of views on TikTok and Weibo.

Its scale and visual impact redefined the possibilities of 3D outdoor advertising in Asia and turned the area into a top tourist attraction.

(6) The Place Sky Screen in Beijing, China

Located in Beijing’s CBD and positioned above a bustling pedestrian area, The Place Sky Screen is one of the largest overhead LED displays in Asia.

It transforms the space into a futuristic digital plaza.

Screen Details:

• Type: Overhead Ceiling LED screen
• Size: Approximately 7,500 m²
• Length: 250 meters long
• Technology: High-resolution LEDs designed for immersive “sky ceiling” effects

The Place sky screen is famous for its immersive digital shows—floating galaxies, underwater worlds, cultural themes, and synchronized light festivals.

As the third-largest sky LED screen in the world, its massive overhead design turns the entire walkway into a visual theater.

(7) Coca-Cola Times Square Billboard, NYC

Positioned in the heart of Times Square, the Coca-Cola Times Square Billboard is one of the world’s most recognized pieces of outdoor advertising.

Coca-Cola has continuously advertised on this spot for over a century.

Screen Details:

• Type: Robotic + LED kinetic screen
• Size: Roughly 2,600+ sq. ft
• Unique Feature: 1,760 independently moving LED modules that create a 3D “living sculpture” effect

Each high-resolution LED cube is programmed to extend and retract independently.

The iconic LED billboard showcases animated Coca-Cola content, festive season themes, interactive designs, and brand storytelling synchronized with Times Square lighting.

It is the world’s first 3D mechanical LED billboard, blending motion, depth, and digital creativity in a way no other Times Square screen does.

(8) The Sphere — Las Vegas, USA

Located near the Las Vegas Strip, The Sphere is currently the world’s largest spherical LED structure.

It has transformed the city’s skyline and set a new global benchmark for immersive outdoor media.

Screen Details:

• Type: 360° spherical LED exterior (Exosphere)
• LED Area: Over 54,000 m² of LED surface
• Pixel Count: 1.2 million LED “pucks,” each containing multiple RGB diodes
• Brightness: High-nit outdoor LEDs are visible even under intense desert sunlight

The Sphere went viral for its jaw-dropping visuals—such as the giant blinking eye, emoji face, basketball, and realistic moon.

Major brands and events, including the Las Vegas Grand Prix and movie promotions, now use the Sphere for globally broadcast campaigns.

Its scale and 360° visual immersion make it arguably the most technologically advanced electronic LED billboard in the world.

(9) COEX Mall LED Billboard — Seoul, South Korea

Situated in Seoul’s Gangnam District, the COEX K-Pop Square billboard is the biggest outdoor advertising media in Seoul.

It is known internationally for its creative 3D illusions and K-pop promotional content.

Screen Details: 

• Type: Massive curved LED display
• Size: Around 1,600 m²
• Resolution: Ultra-high 8K capabilities
• Specialty: Designed specifically for naked-eye 3D animations

The viral “3D crashing wave” animation put COEX on the global stage, followed by collaborations with luxury brands, tech companies, and K-pop groups like BTS, EXO, and Blackpink.

Its hyper-realistic 3D visuals and strategic location in a youth-driven cultural hub make it a top reference point for cutting-edge outdoor digital advertising.

(10) Pavilion Iconic LED Billboard — Kuala Lumpur, Malaysia

As the most iconic billboard in Kuala Lumpur, it is located at Pavilion Bukit Bintang, Malaysia’s top luxury shopping district.

This billboard is a central visual landmark surrounded by high-end retail and heavy tourist foot traffic.

Screen Details:

• Type: Large-format flat LED screen
• Size: Total screen dimensions:
• 200 feet (W) * 70.55 feet (H), with a total area exceeding 1300 square meters, making it the largest LED electronic screen in Malaysia.
• Left side screen: 109 feet (W) * 70.55 feet (H)
• Left side screen: 91 feet (W) * 70.55 feet (H)
• Placement: Positioned at the mall’s main entrance for maximum visibility

Luxury brands—such as Dior, Cartier, and Apple—regularly feature vibrant product campaigns here.

The large LED screen is also used for holiday themes, national events, and tourism promotions.

It serves as the luxury advertising hotspot of Kuala Lumpur, blending premium branding with a prime retail location that guarantees constant audience flow.

(11) GA Tower LED Billboard — Manila, Philippines

Mounted on the GA Tower in Mandaluyong, this display is recognized as one of the largest LED billboards in the Philippines and a key fixture along EDSA, one of Metro Manila’s busiest highways.

Screen Details:

• Type: Giant flat LED façade
• Screen Area: 2260 square meters（Size: 358′ H x 78.74′ W）
• Durability: Built with weather-resistant components for heavy rainfall and humidity

The GA Tower LED billboard is frequently used for telecom promotions, FMCG advertising, entertainment campaigns, political messaging, and nationwide brand launches.

Its size and strategic placement along EDSA give it unmatched visibility, making it one of the Philippines’ most iconic outdoor billboards.

(12) The Canvas — Outdoor LED Wall in Dubai, UAE

Situated in the upscale Sheikh Zayed Road district, The Canvas is an ultra-premium outdoor LED display used by luxury and global brands targeting high-income audiences.

Screen Details:

• Type: Large-format 4K LED video wall
• Screen Size: 45m (W) x 15m (H)
• Monthly Audience Reach: 9 million

Technical Features:

• High contrast ratio
• Ultra-wide viewing angles
• Vivid color reproduction tailored for Dubai’s bright climate

The Canvas hosts campaigns from luxury automotive brands, fashion houses, tech giants, and major international events.

(13) The Atrium South Digital Display in Canada

The Atrium South Digital Display is located in Yonge-Dundas Square.

It is Canada’s largest fully dynamic digital screen.

Screen Details:

• Type: outdoor flat LED wall
• Screen Area: 10,270 square feet
• Clearly visible from the south side of Yonge Street and King Street.

The iconic billboard is used for national campaigns, retail promotions, cinematic teasers, and high-impact digital storytelling.

In addition, the Tenor South Digital Display and the CF TEC Tower (TEC) also offer an enormous and unique opportunity for advertisers.

(14) Emporium Melbourne Iconic Billboard in Australia

Positioned in Melbourne’s premium shopping district, the Emporium billboard dominates the retail landscape and reaches thousands of shoppers daily.

Screen Details:

• Type: High-definition outdoor LED display
• Size: Multi-story façade installation
• Color Quality: Wide color gamut for luxury and fashion visuals

Global brands in fashion, beauty, and lifestyle regularly use this billboard for seasonal campaigns, new product launches, and citywide events.

With huge traffic flow and parking time, it can reach the eyes of 275,000 users every week.

(15) Queen’s Rise LED Billboard — Auckland, New Zealand

Located in Auckland’s central business district, the Queen’s Rise iconic billboard serves as one of New Zealand’s largest and most modern digital advertising LED displays.

Screen Details:

• Type: Outdoor L-shape LED wall
• Size: 22m（W） * 12m（H） =260 square meters. Large-scale façade covering multiple floors
• Visibility: Designed for long viewing distances across Queen Street

The iconic billboard frequently showcases campaigns for telecommunications, finance, entertainment, and tourism initiatives.

It is a flagship digital display in New Zealand and a key reference point for high-impact outdoor advertising in the region.

Part 3: What Makes These Billboards Iconic?

Iconic billboards don’t become famous by accident—they combine location, technology, creativity, and emotional impact.

(1) Prime, High-Traffic Locations

Whether it’s Times Square, Shinjuku, or the Las Vegas Strip, iconic billboards are placed where millions pass by daily.

Visibility is everything, and these locations guarantee massive exposure and cultural relevance.

(2) Cutting-Edge LED Technology

From 8K curved screens to massive spherical LED structures, these LED electronic billboards push the limits of what digital displays can do.

High brightness, realistic 3D rendering, and huge screen sizes create unforgettable visual experiences.

(3) Creative, Emotion-Driven Content

Iconic billboards tell stories—not just run ads.

They use humor, surprise, cultural symbols, or immersive visuals to make people stop, record, and share.

(4) Architectural Integration

Many iconic displays fit elegantly into their environments—whether wrapping around a skyscraper, suspended overhead like a digital sky, or built into historical architecture.

(5) Viral and Shareable Moments

The 3D cat billboard in Tokyo, the crashing wave in Seoul, and the giant Sphere in Las Vegas all went viral because they were visually striking and instantly shareable.

Social media amplification is now a major driver of billboard fame.

Part 4: Tips to Create Your Own Iconic Billboard

Creating an iconic billboard doesn’t require being in Times Square or owning the world’s largest LED screen.

It requires smart planning, impactful creative ideas, and the right technology.

(1) Choose the Right Location

Pick a site with strong foot traffic or road visibility.

A decent location with consistent daily viewers can outperform a premium site with inconsistent exposure.

(2) Use High-Quality LED Panels

Cheap LED screens create blurry visuals and short lifespans.

Choose high-brightness outdoor LEDs, stable power systems, and top-grade components to ensure sharp, reliable performance—even under harsh weather.

(3) Invest in Eye-Catching Content

Content is the soul of an iconic billboard.

Use creative storytelling, motion graphics, and, if possible, 3D animation.

Strong content is what turns viewers into fans.

(4) Consider Naked-Eye 3D (If Suitable)

Digital 3D billboards generate instant attention, but only work well with the right location and angle.

If your site allows for a corner screen or high-visibility front view, 3D can dramatically boost virality and brand recall.

(5) Keep Brand Messaging Simple

Keep Brand Messaging Simple

Avoid clutter.

A bold visual + a short message is more effective than text-heavy ads that people can’t read while walking or driving.

(6) Ensure Good Maintenance and Stability

Ensure Good Maintenance and Stability

Outdoor displays require:

• Waterproofing
• Heat dissipation
• Stable power supply
• Regular cleaning

Part 5: Conclusion

Iconic billboards shape the identity of cities and brands alike.

From giant 3D screens in Asia to immersive LED architectures in Las Vegas and Dubai, these displays prove that outdoor advertising can be both artistic and unforgettable.