Daktronics and JCDecaux Deliver Engaging Content Capabilities via Southern Cross Station Displays
Catching viewers' attention with digital signage is amplified with 3D content, something now available to Southern Cross Station’s Clock Tower in Melbourne, Australia, courtesy of Daktronics LED signage and JCDecaux Australia.
Justin Ochsner on 1/26/2026
Categories: Out of Home Advertising
While many things could be noted about Southern Cross Station in Melbourne, Australia, Daktronics has added another stand-out element using LED technology. Today, in addition to the wave-shaped roof and exceptional sustainability rating, the station has brought light to its iconic clock tower and other station locations. In a project with JCDecaux Australia, five LED video displays were installed, including a display covering two sides of the tower in a digital canvas.
“This iconic tower is known throughout the city and has been part of the city’s culture for more than 100 years,” said Daktronics Regional Sales Manager Matt Hanna. “It’s an honor to be able to help bring this icon to life with our newer outdoor technology. It creates a masterpiece for grabbing attention and engaging with people as they pass by, along with the four other displays we’ve installed at the station.”
The two sides of the clock tower display meet at a 90-degree angle as the screen itself measures a total of 4.5 meters high by 5 meters wide. It features a 3.9-millimeter pixel spacing, perfect for up-close viewing in Southern Cross Station.
The configuration of the displays allows for 3D content to spread across both sides of the display and share something unique in this space.
“Instead of standard messaging on each side of the tower, this screen can be used in full to create depth and intrigue for viewers,” added Hanna. “It’s something that advertisers can truly take advantage of to get their messages noticed in this busy location.”
Additionally, four digital displays were strategically located throughout the Southern Cross Station to connect with people as they come and go. These can be tied into exclusive moments for advertisers with one message on all five displays to ensure viewership.
These four additional displays provide 78.75 square meters of digital canvas:
- - The Entrance: 5.9mm pixel spacing measuring 5 meters high by 9 meters wide
- - The Collins: 3.9mm pixel spacing measuring 2.5 meters high by 4.5 meters wide
- - Collins Exit: 3.9mm pixel spacing measuring 2.5 meters high by 4.5 meters wide
- - The Spencer: 3.9mm pixel spacing measuring 2.5 meters high by 4.5 meters wide
The displays were installed in August 2025 and are primed for advertising messages for years to come.
