Dubai Mall Deploys 1,100 Square Meters of Outdoor-Grade LED for Indoor and Outdoor Ads
2026-09-29 · via invidis
Emaar Properties has finished building out a digital advertising network across Dubai Mall using roughly 1,100 square meters of LED displays, according to a report from invidis. The rollout covers about 50 locations both inside and outside the mall and was completed in July in partnership with Dubai-based integrator Blue Rhine Industries.
The notable decision here is Emaar's choice to standardize on a single outdoor-rated product line, Infiled's MVMK2 Series, for both indoor and outdoor positions. That includes indoor screens placed near skylights and glass façades, where daylight bleeds through and washes out conventional indoor displays. Hatem Malhas, Infiled's sales manager for DooH in the Middle East, said the mall's large glazed areas mean an indoor screen can end up competing with daylight anyway, and that specifying outdoor hardware was the more straightforward engineering fix.
For operators managing large venues with mixed lighting conditions, this is the operationally interesting part of the story: rather than running separate indoor and outdoor product lines with different brightness tiers and service procedures, Emaar gets one hardware platform and one set of maintenance protocols across the whole property. According to the release, the company says the MVMK2 panels run at 4,500 nits and a 3,840 Hz refresh rate, figures that would be aimed at handling direct sunlight exposure rather than typical retail brightness needs.
Scale and hardware details
The larger installations include screens measuring 20 by 5 meters and 20 by 4 meters, plus two displays at 4 by 6 meters. All units use the MVMK2 cabinet at a 3.9mm pixel pitch, and content across the network runs through a centralized platform, according to the release. Infiled says the cabinets carry IP65 protection on both front and rear, support front or rear servicing access, and use 16% less energy than the company's previous MV generation.
Blue Rhine Industries reportedly assessed each of the roughly 50 locations individually for mounting, access, viewing angles and surrounding architecture, and the displays are designed to run continuously alongside the mall's daily operations.
What the announcement does not say is who the network's ad sales operator is, what the campaign or sponsorship structure looks like, or what content management software sits behind the centralized platform. For an installation of this scale in one of the world's most visited malls, those commercial details would matter to anyone assessing Dubai Mall as a DOOH ad inventory play rather than just a hardware upgrade. Pricing and specific energy consumption figures are also not disclosed.
The project gives Emaar a single display standard spanning daylit interior atriums and fully exterior positions, a strategy that other high-glazing retail and mixed-use developments may watch as a template for avoiding a fragmented mix of indoor and outdoor panel types.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
Approximately 50 indoor and outdoor locations use the same Infiled display series, including positions where skylights and glass façades expose screens to strong daylight.
Emaar Properties has installed a digital advertising network across Dubai Mall using about 1,100 square meters (about 11,840 square feet) of Infiled displays. The project covers approximately 50 locations inside and outside the mall and was completed in July with Dubai-based integrator Blue Rhine Industries.
The network uses Infiled’s MVMK2 Series throughout. Although the series is designed for outdoor use, Emaar also specified it for indoor positions near skylights and large glass façades, where daylight can make conventional indoor displays harder to see. The company says the screens operate at 4,500 nits and have a 3,840 Hz refresh rate.
“Dubai Mall has enormous glazed areas and skylights, so a screen near one of them is competing with daylight, even though it sits indoors,” said Hatem Malhas, Infiled’s sales manager for DooH in the Middle East. “Specifying an outdoor series was the straightforward engineering answer to that.”
Every location required its own assessment of mounting, access, viewing angles and surrounding architecture. The larger installations include screens measuring 20 by 5 meters (66 by 16 feet) and 20 by 4 meters (66 by 13 feet), as well as two displays measuring 4 by 6 meters (13 by 20 feet). All of them use Mvmk2 hardware with a 3.9 mm pixel pitch, and content is managed through a centralized platform.
Blue Rhine planned the installations around the mall’s daily operations. The displays are intended to run continuously; InfiLED says the MVMK2 cabinets have IP65 protection on both front and rear, allow front or rear servicing, and use 16% less energy than the previous MV generation.
The project gives Emaar a single display platform across a range of formats and lighting conditions, from daylit interior spaces to outdoor advertising positions.