LED screen measuring 47.1 × 7.17 m wraps the facade of the former Soviet-era Khleb grocery at 28 Novy Arbat, a five-storey modernist wedge completed in 1968. Set on the busiest outbound half of the six-lane avenue, it bridges the Kremlin quarter with Moscow City, facing streams of cars, taxis and VIP convoys. Traffic lights at the nearby Garden Ring create four-minute dwell times, while wide pavements channel bar-hoppers and late-night pedestrians. Clear sight-lines across the broad roadway give campaigns repeated, high-value exposure on Moscow’s flagship nightlife strip.