BUDGET: Between 1 crore INR and 4.99 crore INR (More than USD135,000 but less than USD540,000)
Project Overview
The Social Tree at Nexus Select Citywalk, Saket, New Delhi, is one of India’s most iconic Digital Out-of-Home (DOOH) installations, integrating large-format LED displays, architectural lighting, and intelligent control systems into a landmark digital experience. Inspired by the form of a tree, the structure stands 15 metres high, spans 14 metres wide, and weighs approximately 350 tonnes.
The installation features four high-resolution LED displays with a combined display area of 181 square metres and an overall resolution of 12,096 × 1,680 pixels (12K). Designed for advanced 3D anamorphic content, the displays deliver immersive visual experiences from multiple viewing angles.
Nearly 2 kilometres of synchronized architectural LED lighting, controlled through the MADRIX platform, operates seamlessly with the displays using advanced pixel mapping and real-time synchronization.
SI supplied the complete MADRIX solution, including AURA 32, NEBULA, LUNA, ORION controllers, and the MADRIX Ultimate License, providing a reliable and scalable platform that transforms the space into an engaging destination for entertainment, branding, and immersive audience experiences.
What did the client want to achieve?
The client aimed to create a world-class digital landmark that would enhance the visitor experience at Nexus Select Citywalk while reinforcing its position as a premier retail and entertainment destination. The objective was to develop an iconic Digital Out-of-Home (DOOH) installation capable of delivering immersive, high-impact visual content to attract visitors, increase footfall, and provide a premium advertising platform for leading brands.
The project required seamless integration of large-format LED displays with architectural lighting to create a synchronized visual experience supporting dynamic content, seasonal campaigns, live events, and brand activations. Reliability, scalability, and simplified content management were key requirements to ensure continuous performance in an outdoor environment.The solution was also expected to support advanced 3D anamorphic content and audience analytics, enabling advertisers to measure engagement and maximize campaign effectiveness.
Scope of work your company was involved in
SI was responsible for supplying the complete MADRIX lighting control solution that forms the backbone of the synchronized architectural lighting system for The Social Tree at Nexus Select Citywalk. Our scope included the supply of MADRIX AURA 32, NEBULA, LUNA, and ORION devices, along with the MADRIX Ultimate License, ensuring a comprehensive and scalable lighting control infrastructure.
In addition to equipment supply, Hi-Tech provided technical consultation and system support to ensure seamless integration of the MADRIX platform with the project’s extensive architectural LED lighting network and digital display system. The solution was engineered to enable accurate pixel mapping, real-time synchronization, and reliable DMX-over-Ethernet communication across nearly 2 kilometres of LED lighting.
Working closely with the project designer, Skycom Digital India Pvt. Ltd., and the system integrator, Three Dot Pixel, Hi-Tech ensured that the lighting control system met the project’s stringent performance, reliability, and scalability requirements. The supplied MADRIX platform enables dynamic lighting effects, synchronized multimedia playback, and effortless future expansion while maintaining stable operation in a large-scale public environment.
What key challenges were faced?
The Social Tree presented several technical and integration challenges due to its scale, complexity, and requirement for flawless visual performance. A key challenge was achieving seamless synchronization between four large-format LED displays and nearly 2 kilometres of architectural LED lighting, requiring precise pixel mapping and reliable real-time control.
Another challenge was integrating multiple technologies—including LED displays, lighting control systems, networking infrastructure, and content management—into a unified platform capable of delivering synchronized multimedia experiences with low latency and continuous reliability.
The tree-inspired structure also required careful planning for equipment placement, cabling, and system configuration while preserving the architectural design. Close coordination among the project designer, system integrator, and technology partners was essential to ensure smooth execution.
Additionally, the control system had to support advanced 3D anamorphic content while remaining scalable for future enhancements such as audience analytics. These challenges were addressed through meticulous system design, rigorous testing, and effective collaboration, resulting in a reliable, immersive, and future-ready digital landmark.
How were those challenges resolved?
The project challenges were addressed through careful planning, close collaboration, and the deployment of a robust MADRIX lighting control solution. SI supplied a comprehensive MADRIX system, including AURA, NEBULA, LUNA, and ORION devices, which provided a reliable and scalable platform for controlling the extensive architectural LED lighting network.
Accurate pixel mapping and real-time synchronization were achieved through meticulous system configuration, ensuring that the architectural lighting operated seamlessly with the large-format LED displays. Extensive testing and commissioning were carried out to verify communication, timing, and performance across the entire lighting infrastructure, resulting in smooth playback of synchronized lighting effects and digital content.
To overcome integration challenges, SI worked closely with the project designer, Skycom Digital India Pvt. Ltd., and another system integrator, ensuring compatibility between the lighting control system, LED displays, and network infrastructure. Detailed planning of device placement, network architecture, and cabling enabled reliable operation while preserving the project’s architectural design.
How has your work helped the client?
SI played a key role in delivering the client’s vision of a landmark Digital Out-of-Home (DOOH) installation by supplying a complete MADRIX lighting control solution. The system seamlessly synchronized nearly 2 kilometres of architectural LED lighting with high-resolution LED displays, creating a unified visual canvas with precise pixel mapping and real-time control.
Our solution enabled immersive lighting shows, advanced 3D anamorphic content, seasonal displays, and impactful brand campaigns with exceptional visual consistency and reliability. The MADRIX platform was designed with the flexibility and capacity to support future expansion, advanced content synchronization, and integration with technologies such as audience analytics.
Through careful system design, rigorous testing, and close collaboration with project partners, we delivered a stable, scalable, and high-performance control infrastructure. As a result, The Social Tree has become an iconic attraction at Nexus Select Citywalk, enhancing visitor engagement, strengthening the venue’s position as a premium retail and entertainment destination, and providing lasting value to both the client and its advertising partners.
What are you most proud of about the project?
We are proud to have contributed to one of India’s most iconic Digital Out-of-Home (DOOH) installations by delivering a reliable, high-performance MADRIX lighting control solution. Successfully synchronizing nearly 2 kilometres of architectural LED lighting with large-format LED displays to create a seamless visual experience highlights our technical expertise and commitment to quality.
This project required precise pixel mapping, real-time synchronization, and exceptional system reliability on a large, architecturally unique structure. Delivering a stable and scalable solution demonstrated our capability to execute complex, large-scale lighting control projects.
We are equally proud of our close collaboration with the project designer and system integrator, ensuring smooth integration and flawless performance. Our contribution has helped transform The Social Tree into a landmark destination that enhances visitor engagement while providing a flexible platform for immersive content and premium advertising.
Above all, this project reflects our commitment to delivering innovative, future-ready solutions that combine advanced technology, reliability.
VIDEO link of the project space: Not available
