LED ribbon spanning 165 × 5 m wraps the Sfera Shopping Center at 36 Novy Arbat, adjacent to the landmark Russian Government House. The ultra-wide canvas commands the outbound lanes of the boulevard that funnels traffic between the Kremlin and Moscow City. Signalised junctions at Novoarbatsky Bridge slow cars and buses for up to three minutes, while broad pavements feed shoppers, civil servants and nightlife crowds. Unobstructed, eye-level sightlines keep brand messages in view from first approach to intersection exit.