Samsung is marketing its new Galaxy S7 Edge phone in Moscow by draping one full side of an office tower with an LED curtain wall and adding a top and bottom that makes it look like a Godzilla-sized version of the new phone.
The set-up is on Moscow’s Gidroproekt building, which is on the route from central Moscow to the airport and doesn’t have any tall buildings nearby to affect sightlines. It’s a busy road, and the daily audience for the inverted billboard is estimated at 800,000.
The LED mesh is roughly 26o feet tall and 130 wide, and takes up the whole face of the tower. It will be low density pixels, because of cost and also so that office workers can actually still see outside and get natural light. Later in the video below, you can can see some office lights on behind the screen.