In late June, during the annual North by Northeast (NXNE) music, arts and interactive media festival, Samsung Canada unveiled a 30 x 18-m (97 x 60-ft) light-emitting diode (LED) billboard—reportedly the nation’s largest—in downtown Toronto.

Situated across from Yonge-Dundas Square, within one of Toronto’s special sign districts, the screen is one-third the size of a soccer field. It debuted in time for a concert in the square by St. Vincent, during which it displayed ‘selfies’ submitted by attendees with the hashtag #SamsungNXNE.

“We are excited to provide a larger-than-life viewing experience for visitors to Yonge-Dundas Square, one of the busiest public spaces in the country,” said H.T. Kim, president and CEO of Samsung Canada.

In the wake of NXNE, the billboard will be used to showcase Samsung’s product launches, promotions and partner programs, along with community updates.