Digital Mural - When the Wall Comes to Life

Murals have always done something that billboards simply can’t. They stick in your mind. They blend into the neighborhood. People take photos of them, show them to friends, and come back to see them again. But what if a mural could change? React? Invite interaction? This is how the Digital Mural was born - a format that combines a hand-painted mural with an array of LED screens. A permanently painted background that blends into the architecture and character of the location. And screens that take on a life of their own - displaying animations, changing content, engaging passersby. This isn’t a billboard stuck to a wall. Nor is it a classic mural with technology tacked on just for the sake of technology. It’s a format designed so that both elements, the painted and the digital, work together.

What does this offer a brand?

The reach of a mural combined with the dynamism of DOOH. The context of the street combined with the ability to change the message in real time. A physical presence combined with content that lives online, because people document and share it themselves.

A digital mural works wherever a brand wants more than just a presence. Where engagement, dialogue with the audience, and reach that extends far beyond the physical location matter.

How it works in practice — the Coca-Cola example

One of our most extensive projects in this format was the campaign for Coca-Cola at Żelazna 67 in Warsaw. An 11-meter-tall can was mounted on the wall, but it was a can that could be personalized. Any passerby could scan a QR code, enter their name or nickname, and within a few dozen seconds see it on the digital Coca-Cola can.

The mechanism was simple. The effect — difficult to predict, even for us.

Many fans came to Warsaw specifically to see their name on the screen. Those who couldn’t be there searched for QR codes online, asked friends to take a photo of “their” can, created content themselves, and shared it further. The interactive wall became a content-generation engine — organically, without any additional media budget.

The campaign results speak for themselves:

In urban spaces: over 5 million impressions, over 3 million people who saw the mural in person (data from dataplace.ai), 8,800 direct interactions.
Online: over 2,300,000 views on social media, over 42,000 reposts, nearly 4,000 shares, over 2,500 saved posts.

These aren’t the numbers of an outdoor campaign. These are the numbers of a campaign that started on a wall and ended up on the phones of several million people.

Other projects — same format, different possibilities

A digital mural isn’t limited to a single mechanism. Each project is a unique response to the brief.

For Red Bull at Chmielna 98 — an animated can featuring Andrzej Bargiel embedded in a hand-painted mural. The screen wasn’t a separate element here, but part of the composition — designed so that the can looked as if it were truly floating above the street.

For a major streaming platform, we created an installation in which the screens became “windows” in a painted tenement facade. Each window displayed a different video, characters moved between screens, and the whole thing gave the impression of a building living a life of its own. The first project of its kind in Poland.

In every case, the starting point is the same: an eye-catching wall and a screen that makes people stop and linger, and come back.

Digital murals are the perfect format for brands that want to be remembered

Not just seen. Not just “having an outdoor ad.” Remembered and eagerly shared.

If you’re looking for a format that combines the reach of outdoor advertising with the engagement of social media - let’s talk.

Get inspired and create your own project

Have an idea for a unique mural for your brand? Get in touch with us to discuss collaboration opportunities and create a project that will set you apart from the competition.