LED screen spanning nearly 90 m crowns Russia’s largest bookstore - the modernist Moscow House of Books - and dominates Novy Arbat Avenue. This six-lane boulevard funnels a constant stream of cars, taxis and tour buses between the Kremlin and Moscow City, while the bookstore’s cafés and event halls attract thousands of readers each day. Prolonged dwell times at nearby traffic lights and unobstructed sightlines turn the façade into a natural focus point, delivering repeated, high-quality impressions to professionals, affluent shoppers and international visitors.