Iconic DooH Germany: Ströer Launches The Lighthouse on Hamburg's Reeperbahn
Ströer has launched The Lighthouse, a more than 530-square-meter LED screen on Hamburg's Reeperbahn, larger than The Whale at the central station. The corner design enables anamorphic 3D effects. Penny and Hyundai secured 100% share of voice for the launch with hourly alternating spots.
What is The Lighthouse and where is it located?
The screen sits on Spielbudenplatz directly on the Reeperbahn. Ströer says its corner design makes it better suited for anamorphic 3D effects than flat displays. At more than 530 square meters, it exceeds The Whale at Hamburg's central station in size. The location's existing foot traffic gives the screen a built-in audience.
Who are the launch advertisers and what exclusivity do they have?
Penny (Rewe Group) and Hyundai secured 100 percent share of voice for the first weeks, with spots alternating hourly to protect exclusivity, per Ströer. Pion3ers handled media planning for Penny; Havas Media Germany and Weischer OOH for Hyundai.
How are brands using the 3D capabilities?
Penny shows a giant seagull holding a coupon in its beak to promote the discounter's store in the St. Pauli neighborhood. Hyundai parks its Ioniq 3 in an oversized 3D garage above the heads of passersby. "A surface of this size and architecture shifts what storytelling in public space can do: toward multi-layered staging that makes people stop in their tracks," said Jonas Kofahl-Kraatz, CDO of Weischer OOH.
What does this mean for Ströer's portfolio?
The launch expands Ströer's premium screen collection. In September 2026, the company opened The Square, a 25-square-meter (270-square-foot) screen on Cologne's Neumarkt square. As with The Lighthouse, Ströer operates it together with its subsidiary Blowup Media. CEO Udo Müller called The Lighthouse "not just another outstanding 3D LED surface in our Iconic Screen Collection, but an entirely new, immersive LED screen architecture" opening a new German DooH category.