LG Unveils Record-Breaking 3,000 Sq M LED Display in Seoul

A new 3,000 square metre LED display, called the LUUX, has been launched in South Korea, setting a record for the largest out-of-home display in the country. Located at the **Dong-A Media Centre** in **Gwanghwamun**, the heart of Seoul’s traditional business district, the display measures 50 by 60 metres, equivalent to the size of seven basketball courts.

This impressive installation is **1.85 times larger** than the previous record-holder, an **8K Samsung curved LED display** at COEX K-POP Square, which was introduced in 2018. That display gained fame in 2020 for featuring stunning imagery of waves, crafted by creative studio **d’strct**, and was celebrated as the world’s largest anamorphic illusion. The new LUUX display surpasses dual L-shaped Samsung displays at **KT Square**, which cover **1,770 square metres** and were launched just last month.

Groundbreaking Design and Features

The LUUX display is noteworthy for being South Korea’s first J-shaped cylindrical curved screen. This innovative design allows for simultaneous visibility from three directions—north, west, and south—at the bustling **Sejong-daero** intersection. Upon its official launch, the display featured a variety of media art content, including “I Will Give You the Universe,” which showcases a spaceship’s journey through the cosmos, along with other captivating pieces such as a giant with a balloon-like texture and a music box.

The new display also competes with prominent installations worldwide. While it is larger than most individual displays in **Times Square** in New York, it remains smaller than major U.S. displays like those found at **Resorts World** in Las Vegas and **The Reef** in Los Angeles.

Emerging Digital Signage Landscape

The launch of the LUUX display comes at a time when two districts in Seoul, Gwanghwamun and **Myeongdong**, are becoming key battlegrounds for LED-based digital signage. This trend follows a December 2023 decision by the South Korean government to permit digital out-of-home (DOOH) displays without restrictions on shape or size in these areas. This regulatory shift mirrors permissions granted to COEX in 2016.

A significant installation in Myeongdong is the **1,285 square metre Samsung LED display** displayed on the facade of the **Shinsegae Department Store**, which debuted in November 2022. As competition heats up, these displays not only enhance the visual landscape of Seoul but also reflect the growing demand for innovative advertising solutions in urban environments.

With the LUUX display, LG reinforces its leadership in the digital signage market, showcasing the potential for large-scale installations to transform urban spaces.