Curtain call for paper: PPDS delivers crystal clear DooH advertising to historic German theatre with a scene-stealing 12m2 Philips Urban LED 7000 Series installation

PPDS, the exclusive global provider of Philips Professional Displays and complementary solutions, is proud to announce the latest results of its rapidly accelerating DooH strategy, with the installation of a new 6 x 2m LED advertising wall at the historic Saarländisches Staatstheater in Southwest Germany. Delivering instant results, this transformative project has helped eliminate paper wastage, boost workplace efficiencies, and increase ticket sales.

Opened in 1938, the Saarländisches Staatstheater (Saarland State Theatre) is a cultural landmark in Saarbrücken – the largest city in Saarland, bordered by France and Luxembourg – renowned for its diverse entertainment offerings, including opera, drama, ballet, standup comedy, concerts, and movies.

Hosting around 30 new productions annually, amounting to some 700 events – including outside events – advertising and information are critical to ensuring ticket sales and the theatre’s ongoing success. Previously, all promotional banners and posters had to be created, printed and changed manually by staff daily, which was deemed impractical, unsustainable, and visually limited.

The stage is set

Seeking a modern, digitised solution, the theatre teamed up with local AV/IT integration and event technology specialists, DooH Concept and LE-Eventtechnik GbR, with framework from Metallbau Patric Schmidt GmbH, to

transform its communications with a fully digital, centrally managed LED solution, enabling fast, simple, and unlimited content creation and updates.

With PPDS continuing to make significant waves in the outdoor LED market, which has already seen installations and exclusive partnerships with the likes of FC Barcelona, PSV Eindhoven and Oracle Red Bull Racing, the Philips Urban LED 7000 Series was the standout choice for this challenging project, with a stunning 2 x 6 metre wall installed on the front of the iconic building, as well as with .

To ensure crystal clear advertising, whether viewed up close or from a distance, the 3.9 pixel pitch, high brightness Philips Urban LED 7000 Series was selected, delivering high contrast ratio and refresh rates for smooth broadcasting and more colour subtlety, shading, and saturation.

Designed for the full range of weather conditions, from bright sunshine to inclement sleet and snow, the Philips Urban LED 7000 Series has been built to perform and last. Thanks to the display’s ambient light adjusted brightness, content remains clear and visible in all conditions, while its IP66 certification (dustproof, waterproof, and salt spray resistant) and level 6 ingress protection ensure product longevity and peace of mind.

Crowd pleaser

Completed within a strict 10 day window, the new Philips Urban LED wall has exceeded all expectations, providing a striking and highly effective communication platform. Using a mix of static imagery, animated previews, and video content, the new display has already proven to capture the attention of pedestrians in a way simply unachievable before, while also improving its staffing and sustainability efficiencies.

The theatre’s marketing department now manages the display centrally and independently. With easy to use, dynamic multimedia templates in place, staff can quickly update content and engage audiences directly, eliminating reliance on paper posters and supporting traditional media channels and social media campaigns.

Konstantin Flabouriaris, PPDS Sales Director for the DACH region, commented: “Installing the display on a listed building presented several challenges. A key requirement was designing a self supporting substructure that could be securely mounted to the theatre’s façade without causing any damage. The substructure was installed using a mobile crane on day one, with the LED wall fully completed by day ten, just in time for the theatre’s new season the following day. Working closely with the theatre’s team and its partners, it was a challenge we embraced, and the results speak for themselves.”

Prof. Michael Schulz, General Artistic Director, Saarländisches Staatstheater, added: “The new digital daily advertising board from Philips enables us to make the wide ranging program of the Saarländisches Staatstheater even more visible, reaching out directly to visitors. There has been a significant increase in theatre attendance since installing our new LED wall.”