A Clear Vision for Retail Advertising

At Mall of Africa in Midrand, one of South Africa's leading shopping destinations, an everyday architectural feature has been transformed into a digital advertising opportunity. The Edgars lift shaft presented the ideal location for a large-format LED installation, but delivering a screen of this scale within a busy shopping centre required careful planning and technical expertise. Working with DMX Africa, Planetworld was tasked with delivering a solution that would maximise advertising visibility without compromising the surrounding architecture or the daily operation of the mall. The answer was Leyard's TFree 3.9 transparent LED technology. Measuring an impressive 6.5m wide by 9m high, the display creates a substantial digital canvas while maintaining the openness of the lift shaft environment. Beyond the display technology, the project required extensive structural engineering, safety approvals and coordination between multiple stakeholders. Planetworld worked closely with Red Jacket Structures, responsible for the structural installation, and RNI Technologies, who completed the LED installation. From international procurement and logistics to site coordination, commissioning and final handover, Planetworld managed the delivery process to ensure the installation met the project's technical and operational requirements. Completed and formally handed over in September 2026, the installation now provides a high-visibility digital media platform within one of the country's prominent retail environments. The project demonstrates how transparent LED technology can turn existing architectural spaces into valuable digital assets, combining commercial opportunity with innovative visual communication.