Skycom Unveils ‘The Social Tree’ at Nexus Select CityWalk

Skycom, a DOOH media company, has launched ‘The Social Tree’ at New Delhi’s Nexus Select CityWalk, introducing a large-format, immersive media installation that reflects a shift in how Digital Out-of-Home (DOOH) is being experienced and engaged with. 

Located at the Plaza of the mall, it is a cube-structured LED that enables 360-degree visibility and multi-angle viewing. Designed as a spatial media structure rather than a conventional flat screen, it combines large-format display, dynamic content capabilities, integrated sound, and synchronised LED lighting to create a more immersive visual environment. 

With the launch of The Social Tree, Skycom aims to contribute to the evolving DOOH landscape in India. 

The Social Tree spans approximately 50 ft in height and 46 ft in width, while the display surface extends 118.8 ft in width and 16.5 ft in height. The four-sided LED screens together form a continuous visual canvas of nearly 1,950 sq. ft., operating at a resolution of 12096 x 1680 pixels (12K), placing it among the higher-resolution DOOH formats currently deployed in India. 

A key aspect of the installation is the integration of multiple technologies within a single structure. The central display is extended through nearly 2 kilometres of synchronised LED lighting, while the platform supports advanced visual formats including 3D anamorphic content, enabling depth-driven visual experiences. As a cuboid screen, it presents the opportunity to perceive depth in anamorphic content from multiple viewing angles. 

In addition, the platform is designed to support audience analytics, enabling insights into viewer attention, engagement duration and interaction patterns. 

The visual design, combining scale, brightness, colour depth and motion-led storytelling—positions the installation as a high-impact digital structure and an architectural digital landmark designed to integrate media, technology and captive engagement. 

The Social Tree reflects a broader shift toward experience-led, interactive and multi-sensory communication formats. 

The deployment at Nexus Select CityWalk is central to the strategy, given the mall’s premium positioning, high footfall and extended dwell time. The mall audiences present an estimated potential of over 6 million impressions per month for the Social Tree. 

The Social Tree is part of Skycom’s broader “Iconic Screens” portfolio, focused on developing landmark-scale, technology-led DOOH infrastructure for advertisers. 

The Social Tree is currently available through direct brand partnerships and agency-led buying, and has begun seeing interest from brands and agencies across categories including luxury apparel, real estate, jewellery, beauty, travel, F&B, durables and automotive. 

Shekhar Rao, Founder, Skycom, said: “DOOH has traditionally been a visibility-led medium, but we are now seeing a shift toward formats that prioritise engagement and experience. With The Social Tree, we are combining scale, high-resolution display, interactivity and advanced content capabilities to create a more immersive environment. In a mall setting, where audiences are spending time rather than passing through, this enables brands to move beyond impressions to more meaningful and compelling engagement.”