LG Unveils Record-Breaking LED Display in South Korea

A monumental leap in digital signage has occurred with the launch of LG’s new 3,000 square metre LED display, now the largest of its kind in South Korea. Located at the Dong-A Media Centre in Gwanghwamun, the display measures 50 x 60 metres and is equivalent to the size of seven basketball courts. This innovative installation, named LUUX, significantly surpasses previous records held by other prominent displays in the country.

Setting New Standards in Size

The LUUX display is 1.85 times larger than the renowned 8K Samsung curved LED display at COEX K-POP Square, which was installed in 2018. That particular display gained fame in 2020 for its striking imagery of waves, created by the creative studio d’strct, showcasing the world’s largest anamorphic illusion at the time. Furthermore, LUUX is 1.69 times larger than the dual L-shaped Samsung LED displays at KT Square in Gwanghwamun, which recently debuted in November 2023 and total 1,770 square metres.

While LUUX eclipses many individual displays found in Times Square, it is still smaller than major installations like the Resorts World in Las Vegas and The Reef in Los Angeles. This J-shaped cylindrical screen, touted as South Korea’s first of its kind, offers viewers simultaneous visibility from three directions: north, west, and south, particularly at the bustling Sejong-daero intersection in Seoul.

Artistic Launch and Competitive Landscape

The official unveiling of LUUX included a selection of captivating media art content, featuring a piece titled “I Will Give You the Universe,” which illustrates a spaceship’s journey through the cosmos. Other installations showcased varied artistic expressions, including a giant with a balloon-like texture and a whimsical music box.

Gwanghwamun and Myeongdong are emerging as focal points for LED-based digital signage. This surge follows the South Korean government’s decision in December 2023 to permit digital out-of-home (DOOH) displays in these areas without restrictions on shape or size, building on similar permissions granted to COEX in 2016. A significant example in Myeongdong is a 1,285 square metre Samsung LED display placed on the facade of the Shinsegae Department Store, which launched in November 2022.

As cities increasingly embrace advanced digital displays, LG’s LUUX sets a new benchmark for both size and artistic potential, further demonstrating the growing importance of visual technology in urban landscapes.