Manchester entertainment and leisure destination The Printworks, home to Europe’s largest digital ceiling, has seen visitor numbers soar by nearly 10% as global brands tap into its £27m transformation.
Launched in March 2024, Printworks SkyLights – an award-winning, 900-square-metre digital ceiling – has rapidly become a game-changer in the Digital Out of Home (DOOH) advertising space, while surging footfall has solidified Printworks’ reputation as a premier destination for immersive entertainment and cutting-edge audience engagement.
Major brands including Universal Pictures, Coca-Cola, Maybelline, YSL and Heinz have transformed the LED ceiling into an immersive advertising platform during its first year in operation.
Following growing demand, the Skylights commercial model has evolved from a single monthly advertiser to two premium commercial slots per month, doubling opportunities for high-impact brand takeovers.
Printworks’ relaunch has been marked by events including the world premiere of Amazon Prime’s ‘99’ documentary series, attended by football icons David Beckham, Gary Neville and more.
The venue has also hosted high-profile takeovers by the MTV EMA Awards and Manchester City Football Club, as well as an exclusive livestream with reality star Charlotte Dawson, amplifying its reach and capabilities far beyond on-site engagement.
Dan Davis, centre manager at Printworks, said: “At Printworks, we create magical moments that captivate our visitors. Our ceiling has become a stage for dynamic brand collaborations, seamlessly blending digital shows with live events to deliver unforgettable experiences. Partnering with global names like Universal Pictures and Amazon Prime highlight the power of this approach.
“Looking ahead, we’re expanding seasonal activations, from a summer beach club with live entertainment to interactive family games and immersive Christmas events – offering brands fresh creative ways to connect with audiences.”
Powered by state-of-the-art technology, the LED canopy offers complete audio-visual control of the environment, delivering bespoke 3D DeepScreen and augmented reality (AR) content, animations, sound, special effects, gamification, live data, and video feeds.
Visitors can interact directly with the ceiling or compete against each other on a separate large-format e-gaming screen, providing a dynamic space for advertisers to engage audiences during both daytime and nightlife hours.
Ocean Outdoor remains the exclusive sales and marketing partner for Printworks SkyLights.
Tom Ballantine, Ocean Outdoor development director, said: “Printworks Manchester is a playground for ambitious brands presenting fun, creative theatre across multiple different formats. Extending Ocean’s partnership and offering reflects the success of the Skylights as one of Europe’s most innovative DOOH newcomers.”
In a further evolution of its creative output, Printworks SkyLights was a featured category in Ocean’s annual digital creative competition, which champions bold and original OOH campaigns.
The 2024 winning campaign, The Feeling Ceiling, created by Ruby Wax’s mental health charity Frazzled and agency Revolt, will debut this spring. The activation will transform the digital ceiling into an uplifting, immersive space using motion VFX, special lighting, audio, and audience interaction. Visitors will be invited to answer the question, ‘What’s the weather like in your head today?’ by selecting a weather symbol, which will trigger the corresponding animation overhead.
Located in Manchester’s busiest retail and leisure district, Printworks is home to 16 bars, restaurants, and leisure venues, including Vue’s flagship cinema, which boasts one of Europe’s largest IMAX screens.
