Two 9 × 19.5 m LED screens frame the glass faсade of Novotel Moscow City (opened 2012), the four-star gateway hotel of the International Business Center. Facing Presnenskaya Embankment and Afimall City’s main plaza, the displays dominate both a busy pedestrian concourse and six lanes feeding the Third Ring Road. Streams of bankers, conference delegates and mall visitors gather at metro exits, taxi ranks and traffic lights, granting campaigns prolonged, front-row visibility inside Russia’s densest hub of CEOs and decision-makers