Big Tree’s Upgraded KLCC Display Just Became The Stage For Samsung’s Biggest Launch Yet

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If you've ever been driven around the KLCC area, chances are you've seen the giant 3D-digital screen towering over Jalan Ampang

Now, Big Tree has given its iconic CuBig @ KLCC Junction a major upgrade, and it's already impressing passersby.

Long recognised as one of Malaysia's most prominent digital out-of-home (DOOH) landmarks, the refreshed display now delivers richer colours, sharper visuals, and a more immersive experience

The upgrade further cements CuBig @ KLCC Junction as the go-to destination for brands looking to create unforgettable campaigns.

For the global launch of its latest Galaxy Z series smartphones during the recent Galaxy Unpacked event, Samsung transformed CuBig @ KLCC Junction into something more than just a digital visuals.

The tech giant paired the upgraded display with a massive custom-built 3D installation inspired by the new Galaxy Z Fold8. The execution extended beyond the screen itself, creating a striking visual experience that blended digital storytelling with physical elements.

The result was a large showcase that turned one of Kuala Lumpur's busiest intersections into an immersive digital experience.

Positioned at the intersection of Jalan Ampang, Jalan Yap Kwan Seng, and Jalan P. Ramlee, CuBig @ KLCC Junction features some of the city's highest visibility

Every day, thousands of commuters, office workers, shoppers, and international visitors pass through the area, making it one of Malaysia's most sought-after advertising locations.

And for Samsung, it provided the ideal stage to unveil a flagship product to the global audience.

In a clever marketing move, Samsung introduced the "screen-within-a-screen" concept that highlighted the brand's visual innovation while allowing the upgraded CuBig @ KLCC Junction to demonstrate its own enhanced display capabilities.

With its integrated 3D structure and upgraded digital technology, CuBig @ KLCC Junction goes beyond conventional billboard advertising, giving brands a multi-dimensional platform for immersive storytelling

From global product launches to ambitious brand campaigns, Big Tree continues to push the boundaries of what's possible in Malaysia's DOOH landscape.