Horizontal LED screen 48 × 19.5 m crowns the south façade of the 108 m North Tower, adding a vivid ribbon to Moscow City’s riverfront skyline. It overlooks Presnenskaya Embankment and the eight-lane Third Ring, intercepting motorists crossing Bagration and Novoarbatsky bridges toward the Kremlin. At plaza level, office workers, conference delegates and mall shoppers stream between Afimall City, pedestrian decks and Mezhdunarodnaya metro. Clear kilometре-long sightlines and signal-controlled junction dwell times deliver roughly 288 000 verified impressions each month.