La Cañada Shopping to unveil giant 315 m² LED screen in central plaza

La Cañada Shopping is preparing one of the most visible changes to its central plaza in recent years. The Marbella shopping centre will unveil a giant immersive LED screen in mid-November, designed not only for digital advertising but also for events, product launches and special brand activations.

The new installation, known as ÁGORA Marbella, will offer 315 square metres of digital surface, stretching across 210 linear metres and reaching up to two metres in height.

Its scale will allow brands to create content that makes use not only of the screen itself but also of the architecture of La Cañada’s central plaza.

A screen wrapping around the central plaza

The installation will be located in one of the busiest areas of the shopping centre.

La Cañada’s central plaza covers more than 4,000 square metres, providing enough space to combine the new screen with promotional events and interactive experiences.

Unlike a conventional display positioned in a single location, the new installation will have a wraparound format.

Its 210-metre length will run around much of the perimeter, creating an audiovisual surface visible from different parts of the plaza.

315 square metres of digital display

Size will be one of the main features of the project.

With 315 m² of active digital surface, the screen will allow images and video to be displayed on a scale rarely seen inside a shopping centre.

Its format will also make it possible to create content specifically designed around the shape and dimensions of the installation.

Brands will be able to use traditional advertising campaigns, but also produce pieces intended to exploit the immersive nature of the display.

3D advertising and special content

Creative possibilities are expected to be one of ÁGORA Marbella’s main attractions.

The installation will support conventional video and image campaigns, but also 3D creative work, immersive content and special executions.

Three-dimensional outdoor advertising has become increasingly popular in major cities and commercial spaces in recent years.

These campaigns use perspective and depth to create the illusion that objects are coming out of the screen.

The size of the La Cañada installation will make it possible to explore this type of format on a large scale.

More than just an advertising screen

The project is not intended simply as a place to show adverts.

One of its main aims is to combine digital communication with physical activities inside the shopping centre.

That means content shown on screen can be linked to product launches, promotions, events, interactive experiences and live brand activations taking place in the same plaza.

A company could, for example, present a new product on the screen while offering demonstrations or an interactive experience just a few metres away.

Events and brand activations in one space

The layout of the central plaza means the screen and the area in front of it can be used together.

This opens up possibilities for:

• product launches;
• demonstrations;
• promotional events;
• interactive experiences;
• product sampling;
• seasonal campaigns;
• audience participation activities.

The screen can therefore become part of the event itself rather than simply acting as a background advertising surface.

A new form of advertising at La Cañada

The project forms part of the wider growth of DOOH advertising, short for Digital Out of Home.

This model uses digital screens placed in public or commercial spaces to show campaigns that can be updated almost instantly.

Unlike a traditional billboard or printed poster, digital screens can rotate multiple campaigns, change messages and adapt content according to time, events or specific circumstances.

ÁGORA Marbella will bring this concept to a much larger scale inside the shopping centre.

Different campaigns at different times of day

One of the main advantages of digital advertising is flexibility.

Campaigns can be changed depending on time of day, season or the type of audience present at a particular moment.

La Cañada Shopping already uses digital advertising systems capable of displaying content across different time slots.

The new screen will significantly expand that capacity thanks to its size.

A single brand could potentially use different creative content in the morning, afternoon or during a particular event.

Architecture becomes part of the creative concept

The scale of ÁGORA Marbella will also allow campaigns to use the shape of the plaza itself.

Instead of being restricted to a traditional rectangular screen, content can extend across different sections of the perimeter.

This makes it possible to design animations in which visual elements travel across the installation or appear to interact with the surrounding architecture.

The display therefore becomes closer to a large digital stage than a conventional advertising panel.

More than 18 million visits in one year

One of the reasons La Cañada is particularly attractive for this kind of installation is its volume of visitors.

According to figures released in connection with ÁGORA Marbella, the shopping centre recorded more than 18 million visits in 2025, averaging around 1.6 million per month.

During July and August, when the Costa del Sol is at its busiest, monthly footfall exceeded two million visits.

These figures make the space particularly attractive for advertisers looking for high visibility.

Local shoppers and international visitors

The Marbella location adds another important factor.

La Cañada is used daily by residents from Marbella and other parts of the Costa del Sol, but it also attracts significant numbers of domestic and international tourists.

That mix becomes even more noticeable during the summer.

For brands, it means access to very different consumer profiles within the same location.

The new screen is designed to take advantage of precisely that combination of local and visiting audiences.

Fashion, technology, leisure and dining

La Cañada has established itself as one of the main shopping destinations in Marbella and on the Costa del Sol.

Its retail mix includes fashion, accessories, technology, homeware, leisure, restaurants and cinemas.

The centre also already offers advertising opportunities and spaces for temporary promotional activities.

The arrival of the giant screen will add a major new large-format tool to this commercial offering.

Brands can connect digital content with physical products

One of the key elements of the project will be the ability to connect advertising with real-world experiences.

A car manufacturer, for example, could use the screen to launch a new model while displaying the vehicle in the plaza.

A fashion brand could combine a digital campaign with a live presentation or promotional event.

A technology company could use the screen alongside product demonstrations.

The idea is to bring together advertising, product and audience in the same space.

Physical brand experiences gain importance

The development of this kind of installation also reflects a wider shift in marketing.

Although much advertising is now consumed through smartphones and social media, brands continue to look for physical spaces capable of creating impact.

Large digital screens help combine both worlds.

They use the audiovisual language of digital media but place it in front of an audience that is physically present.

Inside a shopping centre, that audience is also already in a retail environment.

Marbella becomes the launch location for ÁGORA

Marbella has been chosen as the setting for the launch of this new concept.

Its combination of international tourism, retail activity and strong visitor numbers throughout the year makes the city an attractive environment for national and international brands.

The platform is intended to operate both during the high tourist season and around major retail periods, events and product launches.

That means the screen is not designed only for summer campaigns.

Launch planned for mid-November

The new display is expected to become available for campaigns from mid-November 2026.

That timing means it should be operational for one of the busiest retail periods of the year.

Black Friday, Christmas shopping and the run-up to Three Kings’ Day are among the most important commercial periods in the final quarter.

The first advertisers will therefore be able to use the screen during a particularly active time for retail.

A major visual change for La Cañada

The installation will also significantly change the appearance of the shopping centre’s central plaza.

A digital surface measuring 315 square metres and extending across 210 metres will have a strong visual presence inside the building.

However, the project is intended to go beyond conventional advertising.

The possibility of displaying artistic content, special animations or event-related visuals means the screen could also contribute to the overall atmosphere of the centre.

From shopping centre to digital stage

With ÁGORA Marbella, La Cañada will add an infrastructure designed to turn its central plaza into a hybrid space.

It will remain a meeting and circulation point for shoppers, but it can also become a stage for product launches, promotional shows and interactive experiences.

The screen will be the element connecting those two functions.

Its launch in mid-November will therefore mark a new phase in the use of large-scale digital displays inside Marbella’s retail spaces.