LAHORE: Central Business District Punjab (CBD Punjab) has installed Pakistan’s first and largest 3D anamorphic screen, ‘The Big One’ — a milestone the authority is positioning as a turning point for the country’s digital advertising landscape.

Mounted on CBD Vertex, the screen measures 122 by 70 feet and has been introduced as the largest digital canvas on Lahore’s skyline. It can display still images, video and full 3D animation — the anamorphic effect that makes objects appear to break out of the screen frame.

According to CBD Punjab, ‘The Big One’ has been developed along the lines of New York’s Times Square, offering domestic and international brands a large-format platform to present products, identity and brand narrative in an unusually immersive way.

CBD Punjab CEO Imran Amin framed the project as a continuation of the authority’s innovation agenda, noting that CBD Punjab has now delivered Pakistan’s first central business district and first IT city, and is following those with another first.

‘The Big One’, he said, represents another major technical milestone for the organisation and will serve as a modern platform for large brands to make their products and identity stand out. Big brands, he added, establish their identity on big platforms.

Amin confirmed the screen will be used for commercial advertising and said it will give Lahore’s digital landscape a new visual identity.

CBD Punjab said the anamorphic technology will introduce new trends in outdoor digital advertising while reinforcing the city’s modern, technology-driven image.