Dubai | Dubai is known for pushing boundaries – and now its newest lifestyle hotspot is making waves not only with luxury hospitality but also with what might be the coolest hoarding in the world. The high-rise party hotel Five Luxe, home to the iconic Pacha Beach Club, dominates the skyline of JBR and Bluewaters Island thanks to a jaw-dropping 10-storey wrap-around LED screen.
Five Luxe: Dubai’s Most Spectacular Hoarding
The massive outdoor LED installation transforms the hotel façade into a dynamic visual experience. Featuring 3D animations and music-reactive content, the screen syncs with live beats from the Pacha poolside DJ, creating an immersive spectacle visible from across Dubai Marina.
A Hoarding That Doubles as a Digital Landmark
Originally installed to cover ongoing construction of the Five Luxe JBR apartments, the LED screen serves as both a marketing tool and an entertainment feature. It completely conceals the building work behind a digital canvas – a bold move that turns a typical hoarding into a citywide attraction.
Temporary, But Unforgettable
According to media reports, the LED will be removed once the apartment balconies are completed and revealed. If true, it would be a pity – the installation has become an iconic part of Dubai’s beachfront skyline and a benchmark for creative outdoor advertising.
LED-Suites for private Parties
Inside the hotel, some suites feature LED screens and sound systems and a dance floor for private parties. The displays are integral to the Five brand and its focus on energetic luxury and entertainment.
