Curved 700sqm LED Screen 'La Reina' Lights Up Panama City Intersection
2026-10-05 · via invidis
A curved LED display covering more than 700 square meters has gone live on a building in Panama City, positioned at the intersection of Avenida Balboa, the exit from Corredor Sur and Vía Israel. The installation, called La Reina, went live on June 10 and the operator says it has already recorded approximately nine million audience impacts in its first three months.
For operators and media owners, the project is a reminder of how far building-integrated DOOH has moved beyond flat rectangular panels bolted to facades. Instead of a standard screen shape, the project team built La Reina's curved surface to follow the contour of the building itself. According to the company behind the installation, that approach brought engineering challenges around scale, curvature, structural load and brightness management, with the stated goal of keeping the display visible and impactful without making it uncomfortable to view from the street.
The site itself is the other half of the pitch. Sitting at a convergence of several major traffic corridors and elevated above the roadway, the screen is designed to be visible from multiple approaches to the intersection, which is the kind of location advertisers pay a premium for on large-format DOOH.
Measurement and sales
La Reina says its nine-million-impact figure comes from audience measurement during the first three months of operation. The announcement does not specify which measurement methodology or vendor was used to generate that number, so operators evaluating the claim should treat it as a company-reported figure rather than an independently audited one.
Campaigns on the screen are being sold through a mix of international and Panamanian agencies, including WPP, Publicis, Star 5, El Joint and Bcomm Panama, suggesting the operator is positioning La Reina as a premium buy accessible through both global holding companies and local shops.
A branded media property
Notably, the operator has built a media identity around the physical asset rather than treating it as a passive billboard. An Instagram account for the screen posts campaigns and creative appearing on the display and engages with other accounts, a tactic more commonly associated with building hype for a venue or event than for a static ad panel. The name itself, Spanish for "The Queen," is meant to tie the installation's identity to its scale and location.
The operator describes La Reina as the largest screen of its kind in Panama and the region. Invidis says it has not independently verified that claim, and the announcement does not provide comparative figures against other large-format screens in Central America to support it.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
La Reina, a curved LED display spanning more than 700 square meters has been integrated into a Panama City building at the convergence of several major traffic corridors. The screen has recorded about nine million audience impacts during its first three months of operation.
A curved LED display covering more than 700 square meters (7,535 square feet) has become a prominent new DooH installation in Panama City.
Known as La Reina, or “The Queen,” the SuperScreen was went live on June 10. The display is positioned where several major traffic routes converge, including Avenida Balboa, the exit from Corredor Sur and Vía Israel.
Rather than mounting a conventional rectangular display onto the building, the project team designed La Reina’s curved surface to follow the architecture of the structure.
According to the company, the combination presented engineering challenges involving the display’s scale and curvature as well as structural requirements and brightness management. The goal was to maintain visibility and visual impact without making the display uncomfortable to view.
The elevated position and curved configuration also make the screen visible from several approaches to the intersection.
La Reina says audience measurement recorded approximately nine million impacts during the display’s first three months of operation.
The screen is being used for campaigns placed through international and Panamanian advertising agencies, including WPP, Publicis, Star 5, El Joint and Bcomm Panama.
The operator has also extended the La Reina identity beyond the physical display. An Instagram account for the screen highlights campaigns and creative content appearing on the LED installation and interacts with other accounts.
The name itself was chosen to give the installation an identity tied to its scale and prominent location. La Reina translates to “The Queen.”
The operator describes it as the largest screen of its kind in Panama and the region, although invidis has not independently verified that claim.