INFiLED has supplied approximately 1,100 sq m of LED for a new digital out-of-home advertising network spanning around 50 locations across Dubai Mall.
Delivered for Emaar Properties with Dubai-based systems integrator Blue Rhine Industries, the project uses INFiLED’s MVmk2 Series displays across both indoor and outdoor positions. Installation was completed in July 2026.
One of the main challenges was the high level of natural light inside the mall.
Extensive skylights and glazed façades mean some indoor locations experience conditions approaching those found outside, prompting the project team to specify an outdoor-focused LED product for internal areas.
The MVmk2 displays operate at up to 4,500 nits and provide a 3,840Hz refresh rate, intended to maintain
content visibility in high ambient light while also delivering clean reproduction on camera.
Hatem Malhas, sales manager for DOOH – Middle East at INFiLED, said: “People assume the indoor and outdoor distinction is about weather, but in a building like this it is really about colours
and brightness.”
“Dubai Mall has enormous glazed areas and skylights, so a screen near one of them is competing with daylight, even though it sits indoors. Specifying an outdoor series was the straightforward engineering answer to that, and it means the network performs consistently whether a
display is in a daylit atrium or an external position.”
The approximately 50 display locations presented different requirements around dimensions, mounting height, structural integration, viewing distance, access and surrounding architecture. Each position was therefore assessed individually before customised structural solutions were developed.
Installation also had
to be planned around the mall’s ongoing operation, with access and work schedules arranged to minimise disruption.
Among the largest displays are a 20m x 5m screen, a 20m x 4m installation and two 4m x 6m displays. All use a 3.9mm pixel pitch and operate
continuously, with content managed through a centralised platform.
The MVmk2 carries IP65 protection on its front and rear faces and uses a reinforced two-layer H-frame intended to maintain cabinet flatness and pixel alignment in permanent installations. Front and rear service access allows modules to be removed
without tools.
INFiLED also said the current MVmk2 generation consumes 16% less energy than its predecessor, a consideration given the scale of the installation and its 24/7 operating cycle.
Blue Rhine Industries has worked in the Middle East for more than two decades and has previously
delivered projects within Dubai Mall, including the Dubai Aquarium bulkhead LED installation.
The completed network gives Emaar a common LED platform across a range of different advertising positions throughout the mall, while demonstrating how ambient light conditions can influence the distinction between indoor and outdoor display specification.