Red Bull Connects Extreme Sports and 3,000㎡ DOOH in Central Seoul, South Korea
Red Bull Korea transformed central Seoul into a combined extreme-sports venue and digital out-of-home showcase on Oct. 1, as world-class slackliner Jaan Roose crossed the skyline above Gwanghwamun while large outdoor screens carried the event and related brand content.
Roose performed on a 160-metre slackline connecting the Koreana Hotel and Dong-A Media Center, suspended about 120 metres above street level. The event, officially titled the Seoul Extreme Sports Festival with Red Bull, marked South Korea’s first high-altitude urban slackline performance, according to the Seoul Metropolitan Government.
The Estonian athlete is a three-time slackline world champion and has completed highline projects in several major cities and landmark locations around the world. In Seoul, the performance was staged twice, at 1 p.m. and 4 p.m., while Cheonggye Plaza hosted public slackline experiences, skateboarding and breaking performances.
What made the Seoul event particularly notable from an OOH perspective was the role played by Gwanghwamun’s growing network of large-format digital screens. The performance was shown live on major outdoor displays at the Koreana Hotel and Dong-A Media Center, allowing pedestrians to follow the action from street level even as Roose moved high above the city.
At the center of the outdoor media environment was LUUX, the giant digital signage installed on the exterior of the Dong-A Media Center. LUUX measures approximately 50 metres wide and 60 metres high, with a total display area of about 3,000 square metres. Its J-shaped curved façade is designed to provide visibility from three directions, including Gwanghwamun Square, Cheonggye Plaza and surrounding major traffic corridors.
The screen is regarded as one of the largest outdoor digital displays in South Korea. More detailed commercial specifications list the display at about 49.5 metres by 60.5 metres, with a resolution of 4,728 by 5,760 pixels. Its scale allows content to be viewed not simply as conventional advertising but as architectural-scale media integrated into the surrounding cityscape.
LUUX has increasingly been used for more than standard advertising. Since opening in 2025, the screen has carried media art, commercial campaigns, public content and live broadcasts, including sporting and cultural events. That multifunctional role made it particularly suited to the Red Bull activation, where the physical performance and digital broadcast effectively became part of the same urban experience.
Red Bull branding was also visible across multiple DOOH screens around the Gwanghwamun area during the event, extending the campaign beyond the highline itself. Rather than relying on a single advertising placement, the activation used the surrounding urban media environment to reinforce the event across different audience touchpoints.
The strategy reflects a broader shift in DOOH toward experience-led campaigns in which live events, large-format screens, mobile video and social media operate together. In this case, the attraction in the sky generated the spectacle, while the screens at street level expanded its reach and gave the brand a much larger physical presence across the district.
For Gwanghwamun, the event also demonstrated how Seoul’s expanding large-format DOOH infrastructure is beginning to function as an urban media platform rather than simply a collection of advertising screens. Red Bull’s slackline challenge showed how a city landmark, a live performance and digital outdoor media can be combined into a single branded experience.