Ocean Outdoor launches immersive DOOH format

Ocean Outdoor UK has introduced Ocean Portal, a digital out-of-home format designed to create interactive brand experiences in physical environments. The installation aims to shift audience engagement from passive viewing to active participation through immersive technology.

Developed by Ocean Studio and Ocean Labs, the Portal places audiences inside the content using mixed reality and motion tracking. The format debuts at Battersea Power Station with an entertainment showcase featuring an interactive game where participants jump between virtual ice blocks as they melt.

Immersive format combines physical and digital elements

The structure measures 4.5 metres wide and 3 metres high, built as a freestanding half cube with five high-definition LED screens. Three screens form the interior, including the floor, while two face outward to attract passersby. The installation uses gaming and film production tools such as Unreal Engine and Unity to deliver real-time visuals.

Ocean Labs technology enables motion tracking and mixed reality, while Ocean Studio contributes its 3D DeepScreen® capability to enhance depth and realism.

Flexible booking model targets brands and agencies

Brands and agencies can book the Portal as a dedicated installation or as part of a shared touring concept across locations such as retail venues, festivals, transport hubs, and stadiums. The system supports multiple advertisers through scheduled time slots, offering flexibility in campaign planning.

Using LiDAR and structured light cameras, the Portal captures audience movement and enables real-time interaction. The resulting data provides insights into engagement patterns and can support campaign analysis. Content can also extend to social media, allowing integration across channels.

Experiential strategy drives innovation focus

Nick Shaw, CEO, Ocean Outdoor UK: "Ocean Portal redefines DOOH as we know it. It’s a cornerstone of our evolving innovation programme to design and develop big experiential environments that serve as programmable stages. Rather than asking audiences to stop and look, the Portal invites them to step inside, becoming active participants. For brands, it’s a flexible, fully mobile experience zone which integrates premium screen inventory, physical space and real-time virtual production into a single, hybrid offering."

The format is also available in Germany, expanding its reach beyond the UK market.

Ocean Outdoor previously introduced Ocean Showcase, a freestanding outdoor format that debuted at Westfield Stratford City in collaboration with Warner Bros. Pictures UK. The activation featured a 3D trailer presentation for a DC Studios Superman release.

www.oceanoutdoor.com

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