India’s Most Iconic DOOH Screen Debuts in Delhi
Delhi, India – After nearly two years of planning and engineering, one of India’s most ambitious digital-out-of-home (DOOH) projects has officially gone live. The Skycom Social Tree, a massive 350-ton LED installation delivering a stunning 12K visual experience, is setting a new benchmark for large-scale digital displays in the country.
Located at Select Citywalk Mall, one of the capital’s busiest and highest-grossing retail destinations operated by Blackstone Inc., the installation has already begun attracting attention as a landmark attraction. The mall, a long-standing hub for affluent shoppers, also gained prominence when Apple Inc. opened its first physical store in India here.
A Landmark DOOH Installation in India
The Skycom Social Tree is designed as a futuristic, tree-like structure featuring four massive LED screens integrated into illuminated branches. Developed by Skycom India, the installation combines cutting-edge display technology with immersive digital storytelling.
This next-generation DOOH structure is built not just for advertising, but also for interactive brand activations, live events, and experiential campaigns—making it a first-of-its-kind digital landmark in India.
Engineering a 350-Ton Digital Giant
Constructing the Social Tree required advanced structural innovation. Weighing approximately 350 tons, the installation rests on a reinforced foundation designed to withstand extreme conditions.
Engineers faced a major challenge: the existing parking deck beneath the plaza could not support the structure’s weight. To overcome this, the team reinforced the underlying pillars and incorporated a heavy concrete core to ensure stability, especially during high winds.
Additionally, the entire structure is climate-controlled to endure Delhi’s harsh environment, including:
- Intense summer heat
- Heavy monsoon rains
- Strong winds
- High levels of air pollution
The LED screens and internal systems are protected within a fully engineered enclosure, ensuring long-term performance and durability.
Immersive Visuals and Interactive Experiences
Beyond its scale, the Social Tree stands out for its visual impact. Dynamic lighting along the branches synchronizes with the LED screens, creating a seamless blend of architecture and digital content.
At night, the installation transforms into a vibrant light-and-motion spectacle, featuring exclusive digital art from D’strict, a globally recognized creative studio known for immersive media installations.
Even before its official unveiling, the structure had already become a popular selfie spot, drawing visitors eager to capture its unique design.
Transforming India’s DOOH Landscape
India’s DOOH market has traditionally been dominated by roadside billboards and standard indoor displays. Large-scale architectural digital installations like the Social Tree have been rare.
However, with a rapidly expanding middle class, strong mall culture, and increasing collaboration across global supply chains, the industry is now evolving. Projects like this signal a shift toward high-impact, experiential advertising formats.
What’s Next for Skycom?
For Skycom India and its CEO Shekhar Rao, the focus now moves to monetization and performance. With investments running into millions, early interest from advertisers and agencies has been strong, positioning the Social Tree as a premium advertising destination in the capital.
The company is already planning future expansion phases, indicating that this could be just the beginning of a new era in India’s DOOH innovation.
