Recently, a city-wide visual feast unfolded at the McDonald's intersection in Kuala Lumpur's Golden Triangle, Malaysia – Absen officially lit up its A25 series outdoor screen, interacting with the city's residents with a naked-eye 3D panda that "bursts out" of the screen. As the inaugural project of the "Global 20 Super Landmarks Project," this project is not only a milestone in Absen's 20-year overseas expansion, but also, through the deep integration of cutting-edge display technology and creative content, upgrades Kuala Lumpur's prime landmark into a globally renowned Instagrammable destination.
Activating the City's Traffic Engine: Absen Display Technology + Creative Content Breaks Through Again <br /> In today's rapidly evolving digital transformation of outdoor advertising, whether a screen can become a "city asset" no longer depends solely on exposure, but also on its ability to evoke emotional resonance and social media buzz in public spaces. The McDonald's intersection, one of Kuala Lumpur's busiest transportation hubs, adjacent to the Petronas Twin Towers, sees over 500,000 people daily, making it a true "city heart" and a fiercely contested area for brands. However, with so many large screens, how can one stand out? Creative content is the key to breaking through.
The Absen project team commissioned a Spanish visual design team to create exclusive naked-eye 3D content—a giant panda emerges from behind a wall, a curtain slides down, and it makes a stunning appearance; it tries to climb bamboo but accidentally "falls," eliciting gasps from the audience; then it floats, experiences weightlessness, and is sucked into a hole in the wall, with plot twists and turns; finally, "I Love Kuala Lumpur" descends from the sky, and the panda lands clumsily, charming the entire audience. Every movement breaks through the boundaries of the screen, delivering a strong visual impact and possessing great potential for social media sharing.
“Our research found that Malaysians have a natural affinity for China’s giant pandas,” said Sophia, head of outdoor advertising at Absen Malaysia. “This is not a simple advertising campaign, but a city-wide interactive event. We are using technology to tell a heartwarming story, making the large screen a part of the city’s memory.”
Addressing industry pain points, the A25 series of low-carbon, energy-saving large screens wins customer favor . Industry data shows that the global digital out-of-home advertising market is growing at an annual rate of 6.8%, but customers have long faced pain points such as high energy consumption, high maintenance, and poor environmental adaptability—especially in tropical regions where high temperatures, high humidity, and frequent rainstorms place higher demands on product stability and operational efficiency.
The A25 series is designed for high-traffic, high-challenge environments. In Malaysia's hot, humid, and rainy climate, its IP66 fully sealed protection and five-layer waterproof interface design ensure the screen is resistant to weathering and operates stably for extended periods. Furthermore, as a world-class low-carbon, energy-saving large screen, the A25 features industry-first energy-saving technology, achieving over 50% energy savings compared to similar products. A 300㎡ screen can save up to 1.44 million RMB in electricity costs over five years, significantly reducing long-term operating costs for customers.
A customer representative from the Kuala Lumpur project stated, "Absen's new products not only achieve low energy consumption but also effectively solve the screen's waterproofing issue. One of the key reasons we have chosen Absen for a long time is the excellent energy efficiency of its products. They help our customers reduce operating costs, save significant amounts on electricity bills, and are also more environmentally friendly."
The end-user of this project highly praised the overall performance of the A25 series products in terms of energy consumption, brightness, and image quality, believing that all indicators of the products have reached the top level. He emphasized, "Compared with a number of displays in the surrounding area, Absen's screens are reliable in quality and have excellent display effects, which enables us to stand out in terms of advertising effectiveness and customer confidence."
Starting from Kuala Lumpur, illuminating 20 global landmarks . From lighting up its first outdoor advertising screen in Saudi Arabia in 2005 to leading the outdoor advertising market again with its A25 series products, Absen has been deeply involved in the outdoor display industry for over 20 years, with cumulative sales exceeding 2 million displays. From Times Square in New York to the Shenzhen Great China International Financial Center, from the World Cup and World Championships to the NBA, Absen's presence is felt in diverse scenarios including sports stadiums, commercial centers, transportation hubs, and large outdoor billboards, continuously illuminating city landmarks globally and exporting Chinese standards.
3000m² landmark screen at Shenzhen Great China International Financial Center
Changsha Wuyi Square Super Naked-Eye 3D Dual Screen
Creative outdoor screen at the Indonesian Stock Exchange Building
From simply exporting products to achieving comprehensive internationalization in brand, service, and technology, Absen's 20-year history of overseas expansion is essentially a history of continuous innovation in energy-saving technologies. Shaun, head of Absen's product line, stated, "From common-cathode drive and black-screen power saving to dynamic energy-saving technology, we have made low power consumption our core R&D direction. The A25 series boasts an overall energy efficiency that is more than 50% higher than the industry average, truly achieving 'the more you use it, the more energy it saves.' In terms of stability, relying on high-efficiency LEDs, an all-aluminum structure, and IP66 protection, we dare to offer an industry-leading ten-year warranty." He further emphasized, "The A25 is not only a culmination of technology, but also our new definition of a 'low-carbon landmark'—it must be energy-efficient, reliable, easy to maintain, and able to stimulate urban vitality."
To commemorate its 20th anniversary of global expansion, Absen launched the "Global 20 Super Landmarks Project," using its A25 series as the core platform to create new benchmarks for outdoor displays worldwide that combine technological prowess, artistry, and urban impact. The Kuala Lumpur project is the first stop in this initiative. When the adorable panda "bursts out" of the Kuala Lumpur night sky, it seems to declare through light and shadow: the future direction of outdoor displays lies in the deep integration of product hardware, low-carbon energy-saving technology, humanistic narratives, and urban culture. Absen is writing a new chapter in the aesthetics of global urban outdoor spaces, driven by both technology and humanity.
