On December 25, 2025, the Hualian Department Store in Zhengzhou’s century-old commercial core, the Erqi Business District, became a renewed visual focal point for the city. Its facade has been fully enveloped by LED displays covering a total area of 2,588 square meters, creating a nearly 270-degree wraparound visual interface. This marks the official lighting of the visual landmark hailed as “Central China’s Largest Screen,” adding a crucial piece to Absen’s “Global 20 Super Landmarks Plan.”
Invested in and exclusively operated by Henan Unilink Culture Communication Co., Ltd., this project not only sets new records for area and form in outdoor display within Central China but also implants a core traffic hub in the city’s heart. Adjacent to the Erqi Memorial Tower, a spiritual symbol of the city, it reaches a daily compound pedestrian flow exceeding 400,000, surpassing one million during holidays. This fundamentally redefines the value of landmark media in the city and signifies Absen’s strategic evolution from product output to defining industry standards.
The ‘Magnitude’ of the Giant Screen: Scale Innovation and Form Breakthrough
Traditional outdoor advertising screens commonly face pain points such as high energy consumption, difficult operation and maintenance, rapid lumen depreciation, and visual monotony. Concurrently, requirements for media carriers in prime urban locations have evolved from mere “advertising space” to public art installations that “coexist with the city and resonate with its culture.”
The Zhengzhou Hualian Department Store project is a powerful response to this trend. Its “magnitude” is first reflected in physical scale: a total coverage area of 2,588.88㎡, a height of 21 meters, and a total extended width exceeding 100 meters. More groundbreaking is its “three-in-one” form innovation — the screen wraps around the building’s eastern, southern, and western facades along with a key corner, constructing an immersive visual field of nearly 270 degrees.
In terms of display performance, the A25 series, with its 10,000 nits ultra-high brightness, 15,000 Hz high refresh rate, and wide color gamut coverage, provides the technical foundation for the precise presentation of naked-eye 3D content. It is no longer just a billboard viewable from a single angle, but a three-dimensional narrative space unavoidable from any direction. When content flows across the three surfaces, the building itself becomes a storytelling urban medium.
“The revitalization of the Hualian Department Store project represents a critical deliverable from our unwavering, twelve-year commitment to urban commercial renewal,” emphasized Mr. Huang Tianhe, Chairman of Henan Unilink Culture Communication Co., Ltd. “It carries the shared aspiration of elevating the city’s interface and revitalizing this century-old business district. Our goal is to create an ‘urban-level public media asset’ capable of engaging in dialogue with both the historic commercial zone and the Erqi Tower. The project was installed and operational in a remarkable 18 days. This not only demonstrates the exceptional execution capabilities of both parties but also, with the reliability of a ‘Ten-Year Warranty,’ perfectly aligns with our resolve for ‘long-term operation.’ We firmly believe that only the highest standards can ensure every fraction of our brand clients’ budget is transformed into efficient, lasting, and impactful communication value.”
Split-Screen Operation, Combined-Screen Narrative: Reconstructing the Value Logic of Outdoor Advertising
The unique value of the Zhengzhou Hualian Department Store giant screen lies not only in its “three-in-one” physical form but also in its pioneering “split-and-combine operation” model. The three screen surfaces can operate independently, precisely covering pedestrian flow from specific directions. More importantly, they can be linked across the entire area, turning the entire building into an ultra-wide narrative canvas for playing naked-eye 3D content or continuous brand storylines, creating “urban micro-films.”
This innovative design offers brands unprecedented flexibility: regional brands can achieve cost-effective, precise placements, while national or global brands can orchestrate stunning city-level visual events. “Splitting” enables precise matching of different budgets and targets; “combining” can ignite attention across the entire district, greatly enhancing media resource utilization and client ROI.
The “visual encirclement” effect amplifies communication effectiveness. Sharing the same sightline as Zhengzhou’s landmark Erqi Memorial Tower, brand content naturally integrates into the city’s imagery, gaining irreplaceable city-level landmark endorsement.
Technology Breaking Barriers: Less Than 1 kWh Per Square Meter Per Day
Outdoor LED giant screens are notoriously known as “energy guzzlers.” The annual electricity cost for a screen covering thousands of square meters and operating over 14 hours daily can rival the energy consumption of a small-to-medium-sized enterprise. Particularly in prime urban business districts, high operational electricity costs not only erode media owners’ profits but also conflict with urban sustainable development goals.
The 2,588㎡ naked-eye 3D giant screen at Zhengzhou Hualian Department Store, utilizing the energy-saving technologies of the Absen A25 series — including White Screen Power Saving, IDES Environmental Light Adaptation, Black Screen Power Saving, and Full-Range High PF Value — achieves up to 50% higher energy savings compared to similar products. Calculations show it consumes less than 1 kWh per square meter per day. Even more notable is the implementation of the “installation without air conditioning” solution. By abandoning traditional temperature control systems and achieving stable operation in natural environments through material and structural innovations, combined with the A25 series’ “ten-year warranty” promise and IP66-rated fully sealed protection, the solution significantly reduces initial investment and operational complexity while ensuring long-term reliability.
The completion of the 2,588㎡ naked-eye 3D giant screen at Zhengzhou Hualian Department Store stems from Absen’s two-decade-long dedication to technological advancement and scenario innovation. It signals an evolution in the outdoor advertising value assessment system — when a screen can simultaneously achieve energy efficiency, stability, precise reach, and event ignition, its value logic is fundamentally renewed.
Absen will continue to drive the evolution of urban visual interfaces through sustained technological innovation and scenario-based solutions, collaborating with global partners to create more possibilities for every city, every street, and every moment worthy of being seen.
