BackLite Media is set to redefine Dubai’s outdoor advertising landscape with the launch of The Oryx. As the latest addition to their exclusive Landmark Series, this Digital Out-of-Home (DOOH) platform combines architectural elegance with cutting-edge technology. Strategically positioned ahead of the renowned Triple Crown on Sheikh Zayed Road, The Oryx offers brands unparalleled visibility, prestige, and maximum impact.
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James Bicknell, CEO of BackLite Media and Viola Outdoor, said:
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"The launch of The Oryx marks another milestone in our commitment to transforming outdoor advertising in Dubai. Its iconic presence and strategic location create an unparalleled platform for brands to command attention and leave a lasting impression." 
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Inspired by the distinctive horns of the oryx, the screen’s sleek architectural form symbolises strength, symmetry, and sophistication—embodying the grace of its namesake while standing as a statement of innovation with ultra-clear visuals, dynamic content capabilities, and seamless urban integration. Beyond its striking design, The Oryx provides a unique platform for both global and regional brands, delivering premium exposure. 
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The launch of The Oryx reinforces BackLite Media’s leadership in shaping the future of outdoor advertising in Dubai. As the city continues to grow as a global hub for business, creativity, and advancement, The Oryx stands at the intersection of tradition and progress, offering an unmatched advertising experience that blends impact, sophistication, and innovation.

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