Absa crowns HQ with world's largest outdoor LED screens

Absa crowns HQ with world's largest outdoor LED screens

Absa has stuck the world's largest outdoor LED display screens on the top of its headquarters in Johannesburg, South Africa.

Crowning the 29-storey Absa Towers West, the 'Lumen' project is made up of four screens that are each almost twice the size of a basketball court at 40 metres long and 18 metres high.

The bank says that the screens, which can be seen from 1.5 kilometres away, will carry digital branding similar to London's Piccadilly Circus and New York's Times Square.

Sensitive to environmental charges, Absa says that the LED tiles boast the lowest power consumption in their class and that it will offset carbon emissions by building the largest rooftop solar photovoltaic farm in South Africa on top of building. In addition, the bank is launching a programme to subsidise solar geysers by 60% to more than 750 households.

The initiative is part of a wider 10-year inner-city rejuvenation project that Absa has embarked on.

"Our investment in Lumen is a vote of confidence in Johannesburg as one of the leading cities on the continent. We have committed to building and running the 'Go-To' bank in Africa and we believe that Johannesburg is the perfect base from which to do so," says Bobby Malabie, group executive, marketing, communications and public affairs, Absa and Barclays Africa.

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