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The Helix is a connected digital Out-of-Home network positioned along Sheikh Zayed Road, designed to deliver sustained visibility through placement, intent, and continuity. Spanning four strategic locations across 12km from the World Trade Centre to the Mall of the Emirates, the seven-screen system operates as one cohesive presence within Dubai’s most influential urban corridor.
Designed for scale and rooted in BackLite Media’s premium brand DNA, The Helix brings clarity and consistency to high-impact locations, aligning landmark positioning with long-term relevance. This creates a digital environment where impact is defined by design, context, and the movement of the city.
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