The Portal: A new LED tunnel on Königsallee brings brand worlds to life right in the heart of the Christmas market

blowUP media and Ströer are presenting ‘The Portal – The Winter Village’, a new immersive DOOH highlight on Düsseldorf’s Königsallee. From 19th November to 30th December 2026, the six-metre-long, walk-through LED tunnel will transform one of the main entrances to The Winter Village into a DOOH space – and thus into a brand showcase through which visitors literally walk.

Unlike traditional advertising spaces, guests do not simply look at a screen but walk right through the brand’s world. The LED interior surfaces, which can be displayed on all sides, create an immersive ‘Inside-the-Brand’ experience that turns the transition from the hustle and bustle of the shopping street into the festive world of the Christmas market into a brand experience.

Immersive, interactive, multi-sensory

‘The Portal’ is designed to create a striking visual impact: with an LED surface area of around 35.75 square metres and a resolution of 2,816 × 3,328 pixels, full-motion content can be displayed in razor-sharp quality. Beyond mere moving-image presentations, the tunnel opens up entirely new creative possibilities: via motion tracking, the content reacts to the movements of passers-by. Audio or even the integration of scents transform the brand message into a multi-sensory experience – from classic adverts to fully interactive choreography.

The location underscores the exclusive nature of the format: at Königsallee 50, in the heart of one of the world’s most prestigious shopping streets, the portal is set against a premium backdrop of lifestyle, shopping and high-end dining. With a daily footfall of around 112,000 and over 1.7 million visitors during the 2025 Winter Village season, the location offers brands an exceptional platform during the year’s peak sales period.

“Königsallee is one of Europe’s most exclusive addresses, and it is precisely here that we are creating something with ‘The Portal – The Winter Village’ that has never existed in this form before. For many, Christmas is the most magical time of the year, and we are turning it into an opportunity for a unique brand presentation. The combination of a premium location, exclusivity and an immersive experience makes ‘The Portal’ one of the season’s most special branding moments,” says Katrin Robertson, CEO of blowUP media GmbH.