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| Area：Chongqing | Type：Outdoors | Frequency：120 |
| Address：Hongyadong-Guotai Arts Center Footbridge | Format：led | Duration：15s |
| Location：Hongyadong-Guotai Arts Center Footbridge | Min Qty：1 | Operating Time：10-22o'clock |
| Size：32.8m*17.3m =568㎡ | Min Period：week |
This large screen is located in the prime area of Jiefangbei CBD, adjacent to Cathay Grand Theatre and Hongyadong Scenic Area. Serving as a transportation hub linking these two popular landmarks, it boasts an outstanding viewing vantage point that offers unobstructed bird's-eye views of Hongyadong's dazzling night scenery. As one of the most representative commercial center zones along Chongqing's "Two Rivers and Four Banks", it can naturally align with Chongqing's iconic urban cultural tourism calling cards, forging deep connections between brands and the city's internet-famous landscapes, and swiftly building brand impressions rooted in local regional memories.
The overpass itself is already a well-known internet-famous check-in spot. During peak travel periods such as holidays, queues of tourists often form on the overpass waiting to take photos, with tens of thousands of visitors checking in each day, delivering extremely high organic exposure for advertisements. Its outer curved structure not only elevates the overall visual appeal of the building, but the curved screen expands the field of view, enabling simultaneous audience engagement from multiple perspectives: above and below the overpass, and across the plaza. This addresses the limited viewing angles of flat screens, drastically widening the screen's visible range so pedestrians approaching from all directions can clearly view the screen content. The surrounding area houses a metro interchange hub and core business districts, with a daily foot traffic of approximately 200,000 to 300,000 people and a combined vehicle and pedestrian flow reaching 800,000.
This location features Chongqing's premier core nightscape resources, sitting close to the internet-famous block-shaped architecture of Cathay Art Centre and the stilt-house nightscape cluster of Hongyadong. After dark, the light and shadow from the screen blend seamlessly with the city’s illuminated landscapes to create an immersive atmosphere. It stands as a key shooting location for photography bloggers and short-video creators.
This overpass sits on a connecting thoroughfare linking three popular cultural and tourism hubs: Jiefangbei, Cathay Plaza and Hongyadong. It serves as a vital pedestrian passage connecting the Jiefangbei Business District and Hongyadong Scenic Area. The overpass links businesses along Minzu Road, faces the internet-famous "red-and-black building block" architectural form of the Cathay Theatre at close range, and offers distant views of the stilt-house clusters of Hongyadong within walking distance. It accommodates two-way flows of cultural and tourist visitors, leisure residents and business district shoppers. The media installation is built utilizing the curved exterior facade of the overpass, making it a rare high-altitude pedestrian overpass outdoor media resource in the area.
The media features custom curved LED panels that conform to the external architectural contour of the overpass, setting it apart from standard flat large screens. Curved screens deliver a wider horizontal viewing angle, enabling visuals to be seen from multiple vantage points including the overpass walkway, streets underneath and surrounding plazas. The panels are mounted at a moderate height with no large buildings blocking the view nearby; images remain clear by day, while nighttime illumination blends harmoniously with the lighting of the Cathay Arts Centre and the nightscape ambience of Hongyadong for a striking visual atmosphere.
As an essential pedestrian route connecting two top-tier urban IPs, the overpass boasts foot traffic with strong cultural tourism characteristics. Brand visuals appear alongside iconic urban scenery in photographs, organically associating brands with Chongqing’s cultural and tourism calling card. It can coordinate with the 90° 3D corner LED and 360° tunnel LED of the 2077 Cyber City in the same precinct to form a multi-level communication network: "Hype generation on Jiefangbei Pedestrian Street – Audience engagement along the overpass cultural tourism route – Immersive brand deepening at the complex".
