Madrid and its Gran Vía still breathe that “air” of neon lights
Madrid’s Plaza del Callao wants to become a benchmark for outdoor digital advertising. The facades of two of its emblematic buildings, those of the Callao Cinemas and the Press Palace, are home to five gigantic LED screens with interactive capabilities, augmented reality and 3D to connect with the 113 million people who spend each year through it and Pedestrianized agora, opening a world of possibilities of interaction of brands with consumers.