The Green Digital: blowUP media Germany is expanding its Green Media portfolio with a new flagship in Düsseldorf

Sephora is the first advertiser to implement a 3D campaign on the new 100m² digital screen with a Vertical Garden® at Wehrhahn


blowUP media Germany, a Ströer Group company and expert in large-format outdoor advertising, is launching a new DOOH screen in Düsseldorf, thereby expanding its sustainability portfolio: The Green Digital, a Vertical Garden® with an embedded digital screen, is now available to advertisers in downtown Düsseldorf. The Wehrhahn is a highly frequented public transport hub and the gateway to Düsseldorf’s Schadowstrasse shopping mile with the Kö-Bögen and the nearby Königsallee.

The 180m² vertical garden consists of more than 14,000 plants, making Düsseldorf a little greener and can offset 3.6 tons of CO2 per year*. The 100m² digital screen embedded in the vertical garden offers state-of-the-art technology with high-resolution, daylight-compatible image quality. In addition, a photovoltaic system was installed on the roof and wall of the site. This supplies part of the energy for operating the digital screen. Emission-free green electricity covers the remaining energy requirements.

“As a provider of large-format outdoor advertising, blowUP media plays an active role in the design of urban spaces. We are committed to sustainability and offer our clients unmistakable branding platforms that also make an ecological and social contribution. After Berlin and Munich, the new Vertical Garden® in Düsseldorf complements our sustainable product portfolio. With such innovative green media locations, we improve the air quality in cities, while minimizing our carbon footprint and also creating a green framework for brands,” says Katrin Robertson, CEO of blowUP media.


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Sephora, a global beauty retailer, is the first advertiser to use The Green Digital in Düsseldorf and brings its new global campaign “We belong to something beautiful” to life in 3D. Located at a highly frequented public transport hub and in the vicinity of Düsseldorf’s shopping miles, Sephora also reaches a trend-conscious audience. It is precisely this target group that Sephora wants to address with a 3D campaign designed specifically for the screen. The Düsseldorf startup met[ads] is responsible for the creative implementation.

“Our global campaign aims to highlight a core Sephora principle: beauty thrives in diversity and confidence. Confidence in yourself and the confidence that comes from connecting with others. The Green Digital from blowUP media is a sustainable and innovative advertising channel to extend our campaign into public spaces in an eye-catching way. With the 3D spot we want to inspire our customers to discover our brand values ​​and attitude in a completely new way,” says Björn Überschär, General Manager Sephora Germany, Switzerland & Scandinavia.

“We are convinced that 3D DOOH will make up an increasingly larger share of digital outdoor advertising. We created a spot for Sephora that attracts a lot of attention and advertising impact. The collaboration with Sephora on the 3D campaign for The Green Digital by blowUP media was also exciting for us from a sustainability perspective. As a company, we pay attention to our ecological footprint when creating 3D and addressing target groups,” explains Lukas Flöer, founder and managing director of met[ads].

The World Out of Home Organization (WOO) presented the Sustainability Award 2023 to blowUP media for its Vertical Garden® (D)OOH locations at its annual meeting. With the award, the World Out of Home Organization honors suppliers or out-of-home companies that have developed a business initiative, new product or groundbreaking technology that advances the OOH industry in the area of ​​sustainability.

*conducted by natureOffice