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Mandela Square becomes a wideopen platform
Wideopen Platform, a Primedia Unlimited subsidiary, has used Digital Mesh Media (DMM) to wrap a 436m² cylindrical section of the entrance to the Nelson Mandela Square parkade in the Sandton CBD. The effect is startlingly close to a real bottle of Hugo Boss Deep Red. 
The structure's round shape naturally lent itself to the large-scale manifestation of a Hugo Boss Deep Red bottle. Wideopen identified the site as the ideal location to position the creative, developed by Grey Worldwide.
"The impact of DMM branding on advertisements on landmark sites in high traffic areas is fantastic - the brand really takes full ownership of the space. No other product communication can emulate or compete for attention in the same location," says Caryn Cohen Chief Executive Officer of Wideopen Platform.
