Madrid and its Gran Vía still breathe that “air” of neon lights.

Madrid’s Plaza del Callao wants to become a benchmark for outdoor digital advertising. The facades of two of its emblematic buildings, those of the Callao Cinemas and the Palacio de la Prensa, house five gigantic LED screens with interactive capabilities, augmented reality and 3D to connect with the 113 million people who pass through this renovated and pedestrianized agora, opening a world of possibilities for interaction between brands and consumers.