Ströer Launches 530-Square-Meter 3D DooH Screen on Hamburg's Reeperbahn
2026-10-02 · via invidis
Ströer has switched on The Lighthouse, a new large-format DooH screen on Hamburg's Reeperbahn, adding to the out-of-home giant's collection of landmark displays in German city centers. For operators watching where premium DooH investment is heading, this is another data point: the money is going into oversized, architecturally integrated screens built for 3D ad effects rather than standard digital billboards.
The screen sits on Spielbudenplatz, a square on Hamburg's well-known nightlife strip, and covers more than 530 square meters of LED surface, according to Ströer. That makes it larger than The Whale, the company's existing iconic screen at Hamburg's central station. Construction began in July 2026. Ströer says the corner design of The Lighthouse suits anamorphic 3D effects better than previous installations.
Udo Müller, Ströer's CEO, said the screen represents a new category in the German DooH market and called it an immersive LED architecture rather than just another 3D surface.
Two advertisers have exclusive use of the screen at launch: discount grocer Penny and carmaker Hyundai, each holding 100 percent share of voice for the opening weeks. Their spots alternate hourly, which Ströer says preserves the exclusivity the placement is meant to sell. Pion3ers planned media for Penny, while Havas Media Germany and Weischer OOH handled Hyundai's buy.
Both advertisers are using the screen's 3D capability for their creative. Penny's spot shows a giant seagull holding a coupon to promote a nearby store, while Hyundai's ad places its Ioniq 3 model inside an oversized 3D garage above pedestrians.
The announcement does not give a price for the installation or say what the hourly alternating arrangement costs advertisers after the exclusive launch period ends.
This follows Ströer's September 2026 opening of The Square, a 25-square-meter screen on Cologne's Neumarkt, also run with subsidiary Blowup Media. Together the projects show Ströer building a network of flagship 3D screens across German cities rather than a single standalone spectacular, positioning itself against other iconic-screen operators competing for premium brand budgets in high-footfall locations.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
Germany's largest out-of-home company Ströer adds another iconic screen to its portfolio. The Lighthouse in Hamburg opens with 3D campaigns from Penny and Hyundai.
Ströer has launched The Lighthouse, its latest iconic DooH screen, on Hamburg’s Reeperbahn. Germany’s out-of-home market leader began building the landmark display in July 2026.
With more than 530 square meters (5,700 square feet) of LED surface, The Lighthouse is even larger than its sibling The Whale at Hamburg’s central station. Its corner design also makes it better suited to anamorphic 3D effects.
The screen sits on Spielbudenplatz, a square directly on the Reeperbahn. Hamburg’s best-known nightlife strip is lined with clubs, theaters and neon signs and already draws large crowds after dark. The Lighthouse adds another large-format landmark to the mix.
“With The Lighthouse Hamburg, we are opening a new category in the German DooH market,” said Udo Müller, CEO of Ströer. “The Lighthouse is not just another outstanding 3D LED surface in our Iconic Screen Collection, but an entirely new, immersive LED screen architecture.”
Two brands have the screen to themselves for the launch: discount grocer Penny, part of the Rewe Group, and carmaker Hyundai. They have secured 100 percent share of voice for the first weeks of their campaigns.
Their spots alternate every hour. According to Ströer, this protects the exclusivity The Lighthouse is meant to convey. Pion3ers handled media planning for Penny, while Havas Media Germany and Weischer OOH did so for Hyundai.
Both launch advertisers use the screen’s 3D capabilities. Penny shows a giant seagull holding a coupon in its beak to promote the discounter’s store in the St. Pauli neighborhood. Hyundai parks its Ioniq 3 in an oversized 3D garage above the heads of passersby.
“A surface of this size and architecture shifts what storytelling in public space can do: toward multi-layered staging that makes people stop in their tracks,” said Jonas Kofahl-Kraatz, CDO of Weischer OOH.
The launch expands Ströer’s portfolio of large-format premium screens. In September 2026, the company opened The Square, a 25-square-meter (270-square-foot) screen on Cologne’s Neumarkt square. As with The Lighthouse, Ströer operates it together with its subsidiary Blowup Media.