Daktronics Brings London Building to Life With LED Display

Freeform LED elements create curved display in Belgrade

BROOKINGS, S.D. – Mar. 3, 2026 – Daktronics partnered with Digital Printing Center (DPC) to design, manufacture and install a curved display on the side of London Building in Belgrade, Serbia, using freeform LED stick elements. The sleek, modern aesthetic was completed late in 2025 and is bringing branding and advertising messages to passersby in this prime, high-traffic location.

“As we await the 200th video display installation in Belgrade, Serbia, Daktronics and DPC took the opportunity to install another landmark display,” said Bogdan Keckic, procurement and logistics director at DPC. “This time, the world's first installation of a new freeform type of facade video display measuring 322 square meters was completed just in time for the New Year's celebration. The brilliant appearance, vivid colors and size with which this display dominates one of the central intersections of Belgrade captures the attention of everyone passing by, whether drivers or pedestrians.

“The design of the freeform display elements enabled the simplest assembly and installation to date. However, the curved facade of the building, large glass surfaces and windows that partially open outwards, were a major challenge that was solved by designing a double substructure, primary and secondary.”

Freeform LED Display Details

Using 15-millimeter pixels spacing on the freeform stick elements, each LED stick is spaced 31 millimeters apart to create a display measuring 14 meters high by 23 meters wide. This creates a great visual experience for viewers and passersby outside the building while also delivering the ability for those inside to view out through the display. This also lets daylight in through the windows behind the display.

“This project really highlights what is possible when creativity and technology come together,” said Darren Schelske, Daktronics senior account manager. “The installation shows digital content, but also transforms this space into a landmark experience for everyone moving through one of Belgrade’s busiest intersections.”

About DPC

DPC has been working with Daktronics since 2010, with the first 10 video displays installed in 2011. Over the past 15 years, the network has grown to over 180 displays, making DPC an indispensable player in the OOH market. Further growth to over 200 video displays in 2026 is expected, as well as more interesting and specific installation projects.