Australia’s largest curved, audible, fully animated digital ceiling panel spanning the length of a cricket pitch has been installed as part of AMP Capital’s $440 million redevelopment of Macquarie Centre in Sydney’s north west.

The full motion digital ceiling screen will be used for advertiser messages, and can be seen and heard from the busiest point of the centre – the travelator approaching the new Fresh Food Market.

The 21m x 3m screen has been installed by oOh! Media, and will target’s Macquarie Centre’s two million shoppers a month.

“AMP Capital’s Macquarie Centre set out to provide a shopping experience that engages shoppers like never before and this development sets the scene for what will become Sydney’s shopping destination,” Brendan Cook, CEO of oOh! Media said.

“The overhead digital screen is fully animated, so television footage can be adapted and used with audio to create a huge impact with shoppers.

“Dettol’s latest campaign gives the effect of a child walking on the ceiling above. Visually it’s a spectacular experience for shoppers, not unlike being at an aquarium with a glass ceiling.”

oOh! provides all in centre ad signage, casual mall leasing, and exterior digital signage for Macquarie.

“Macquarie Centre is a very special opportunity because its redevelopment is expected to draw shoppers from all over Sydney, while already being situated in an affluent catchment area where household incomes are 15.8 per cent above the Sydney metro area.”

Other digital promotional and advertising signage at shopping centres can be found at Melbourne’s new Emporium development, which is home to Australia’s largest external full animation digital panel, as well as  full motion digital screens in Chadstone, Chatswood Chase, and Brisbane Myer centre.