Ströer's Blowup Media Builds Walk-Through LED Tunnel for Düsseldorf Christmas Market
2026-10-14 · via invidis
Blowup Media, a Ströer company, is installing a six-meter walk-through LED tunnel at one of the main entrances to Düsseldorf's Winter Village Christmas market, which opens November 19 on Königsallee. The installation, called "The Portal," is a temporary DooH attraction built around foot traffic and seasonal atmosphere rather than a permanent fixture.
According to the release, the tunnel has an LED surface of just under 36 square meters with a resolution of 2,816 by 3,328 pixels. It supports full-motion content, and motion sensors allow the display to react to passersby. Blowup says audio and scent effects can also be integrated, pushing the installation beyond a typical screen placement into a multisensory environment.
Blowup cites footfall figures from the 2025 Winter Village season, more than 1.7 million visitors over the run and around 112,000 people per day, as the commercial case for the location. Katrin Robertson, CEO of Blowup Media, called Königsallee one of Europe's most exclusive addresses and framed the installation as a way to turn the Christmas season into what she described as a unique brand presentation opportunity.
For operators and media owners, the project is another data point in a broader shift toward experience-driven DooH that gets built and activated for a specific event rather than installed as permanent street furniture. Germany has seen a run of large-format "Iconic DooH" screens in recent years, including installations at Potsdamer Platz, The Light Stars, and The Lighthouse, and this tunnel fits that same positioning: scarcity, scale, and sensory engagement as the pitch to advertisers rather than reach alone.
One detail worth noting: the name "The Portal" is identical to an immersive LED product already used by Ocean Outdoor. The announcement does not address whether this is intentional, and it is unclear if any naming conflict exists between the two companies.
Pricing, specific advertiser clients, and the exact run length of the installation are not disclosed in the announcement.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
With a 6-meter-long LED tunnel, Blowup Media is offering an immersive DooH attraction at this year’s Düsseldorf Winter Village. “The Portal” completely envelops visitors in the content, including sensor-based interactivity, audio, and scent effects.
Starting November 19, the “The Winter Village” Christmas market on Düsseldorf’s Königsallee will open its doors. Blowup Media, a Ströer company, is capitalizing on the festive atmosphere with an immersive DooH installation: One of the main entrances to the Village will feature a six-meter-long walk-through LED tunnel that offers an immersive DooH experience.
“The Portal,” as Blowup calls the LED tunnel, features an LED surface area of just under 36 square meters, with a resolution of 2,816 by 3,328 pixels. Full-motion content can be displayed on the screen, and thanks to motion sensors, the content can react to the behavior of passersby. Audio and scent effects can also be integrated.
The location combines high foot traffic and the premium setting of Königsallee with a festive Christmas atmosphere. According to Blowup, the location attracted more than 1.7 million visitors during the 2025 Winter Village season, with a daily footfall of around 112,000 people.
“Königsallee is one of the most exclusive addresses in Europe, and it is right here that we are creating ‘The Portal – The Winter Village,’ something that has never existed in this form before. For many, Christmas is the most magical time of the year, and we are turning it into a moment of unique brand presentation,” says Katrin Robertson, CEO of Blowup Media.
It is unclear whether Blowup deliberately chose the same name as Ocean Outdoor for its immersive LED installation , but both products reflect a trend: In addition to data-driven display expansion, DooH providers are increasingly focusing on experience-driven products that are not permanently installed but are set up and activated for specific events or campaigns.
This type of premium DooH is also exemplified by the growing number of large-scale LED screens in Germany – from the screen at the Center on Potsdamer Platz to The Light Stars and The Lighthouse , often marketed under the term “Iconic DooH.”