Skycom unveils immersive ‘The Social Tree’ DOOH installation at Nexus Select Citywalk

Skycom, a leading DOOH media company, has installed “The Social Tree” at Nexus Select Citywalk in New Delhi, creating a landmark‑scale, immersive digital‑out‑of‑home structure that redefines how brands engage with mall audiences. The installation is positioned as a next‑generation DOOH canvas that moves beyond flat‑screen visibility to multi‑sensory, experience‑driven communication.

Located at the central plaza of the mall, The Social Tree is a cubic LED sculpture around 50 ft tall and 46 ft wide, with a combined display surface of nearly 1,950 sq. ft. The four‑sided screens run at a 12K resolution (12,096 × 1,680 pixels), making it one of the highest‑resolution DOOH formats currently deployed in India. Its 360‑degree design, with 3D‑anamorphic and depth‑driven content, ensures that the visuals feel dynamic and immersive from multiple viewing angles.

The structure is also built as a multi‑technology platform: it integrates large‑format displays, surround‑style audio, and nearly 2 km of synchronised LED lighting through the “tree” framework, turning the entire sculpture into a cohesive light‑and‑motion environment. In addition, the platform is compliant for audience‑analytics tools, helping brands track engagement duration, attention patterns, and crowd behaviour inside the mall.

Nexus Select Citywalk’s high footfall and extended dwell time make it an ideal venue for such a landmark installation, with The Social Tree estimated to generate over 6 million impressions per month. The screen has already started attracting interest from brands across luxury apparel, jewellery, real estate, beauty, travel, F&B, and automotive, who see it as a premium, high‑impact canvas for storytelling and brand‑event activations.

Mr. 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.”

Skycom is positioning The Social Tree as part of its “Iconic Screens” portfolio, which focuses on developing large, technology‑driven DOOH assets that blend architecture, media, and interaction. The launch reflects a broader shift in the Indian DOOH ecosystem from simple visibility to experiential, immersive, and interactive communication formats, particularly within premium retail environments.

By embedding a digital‑first experience at the heart of the mall, Skycom and Nexus Select Citywalk are showing how brands can now occupy the space like a landmark, not just a banner, and create memorable, multi‑sensory moments that extend far beyond a passing glance.