At the heart of Porta di Roma, Italy’s premier shopping destination, is a truly phenomenal centrepiece. A cube shaped LED screen is suspended from the ceiling and made up of an impressive 78 square meters of digiLED displays.
Installed by leading Italian integrator 3P Technologies, the installation features digiLED’s VISION DPP and VISION DPPQ panels with a 3.9mm pixel pitch. These products were carefully selected for their ultra-lightweight construction, formed from an advanced polymer nano-material weighing around 20kg per sqm. Given the structure is suspended from just four ceiling points, minimising weight was crucial. Even with these lightweight panels, the full structure weighs around 7 tonnes!
To ensure a clean, seamless design, VISION DPP panels were used for the main display surfaces, while VISION DPPQ panels were specifically selected for the corners, allowing for precise alignment and a flawless finish.
What truly sets this installation apart is its ability to transform. The cube, designed by Decima 1978, is dynamic, it seperates into 12 individual square rings, revealing a captivating display that continues to show content even as the segments move apart. When fully open, the structure doubles in height to nearly 3 meters. As the segments close, the gaps vanish completely, restoring a smooth and continuous LED surface.
The movement of the structure is fully synchronised with the ons creen content, offering a unique and fully immersive visual experience. Maintenance was also carefully considered during the planning process, and additional mechanism was fitted to allow the entire structure to be lowered to the ground level for safe and easy servicing.
“It is amazing to see the gaps completely disappear when the rings come together,” said Matteo Serone, Sales Project Manager for Italy. “Since it was installed, all I’ve seen are passers-by filming and taking selfies with it. The surprised faces of the audience are what make me truly proud of this project, they absolutely love it.”
This incredible LED cube has quickly become a standout attraction at Porta di Roma. By combining precision engineering with bespoke and creative designs, it has redefined digital signage for retail environments.
