The largest working video screen in the world was inaugurated yesterday at the King’s Road Tower in Jeddah, Saudi Arabia’s second biggest city.

The face, which measures 9,850 sq m and features more than 5 million LEDs, was designed, built and installed by French company Citiled, a world leader in tailor-made “Media Façade” projects for integration into architecture.

The structure covers 21 floors on the north and south façades and 16 floors on the west façade, making it the largest Media Façade in the world installed on an inhabited building.

Citiled used its patented solutions to develop and implement systems that were almost transparent when mounted on the façades, guaranteeing daylight for the building’s occupants and preserving visibility.

As the press release says, this installation “demonstrates how the city will look in the future, a future where buildings will be interactive with controlled energy consumption. Buildings will become theatrical stages bringing together an interactive community around them and the content they display.”

It is another significant achievement for the French company, after its works for the Agbar Tower in Barcelona, the Hermes Building in Singapore and the Cocor luxury shopping centre in Bucarest.