Reimagining the World’s Great Shopping Streets

By Fred Kuhlman, partner at OOH Capital

Pedestrianization, Trends and the Role of Out-of-Home Advertising

Across the globe, the world’s most iconic shopping streets—from New York’s Fifth Avenue to Beijing’s Wangfujing—are undergoing a transformation. City governments, retailers and property owners are rethinking these high streets in response to changing consumer behavior, environmental goals and post-pandemic recovery needs. One theme stands out: pedestrianization. As vehicular traffic gives way to foot traffic, opportunities—and responsibilities—for Out-of-Home (OOH) advertising evolve too.

Pedestrianization as a Catalyst for Change

In every region our team has studied, pedestrianization is no longer a fringe idea but a mainstream urban policy. Strøget in Copenhagen has been car-free since 1962 and still draws over 29 million visitors annually, proving early that banning traffic can work in dense retail areas. More recently, Oslo removed almost all cars from Karl Johans gate; Rue de Rivoli in Paris is now closed to cars except buses and cyclists; and New York is actively redesigning Fifth Avenue to reclaim space for pedestrians, inspired by European precedents.

This shift is not just about traffic management. It’s about experience. Wider sidewalks, trees, outdoor seating and al fresco dining create places where people linger. And when people linger, they shop—and they notice their surroundings, including advertising.

Trends in OOH Media on Pedestrian High Streets

Our international analysis reveals clear patterns in how OOH advertising is adapting to pedestrian-friendly environments:

Digital Citylights and Street Furniture Dominate

The ubiquitous six-sheet digital citylight, typically supplied by the street furniture concessionaire, remains the backbone of high-street OOH. In most cities these are integrated into benches, kiosks, bus shelters or information panels, often combined with Wi-Fi, city maps or interactive features.

Façade-Based and Temporary Formats

Where space is tight or regulations strict, building wraps and scaffolding banners are common—especially during renovation. These formats can deliver oversized impact to large crowds without adding clutter to the public realm. In Berlin, the 104 m² Berlin Videowall has become a landmark in its own right.

Immersive and Experiential Media

From 3D anamorphic LED screens in Madrid’s Plaza del Callao and Seoul’s K-POP Square to projection mapping on Parisian façades, high streets are embracing spectacle. These “media landmarks” act as attractions in their own right, drawing visitors and social media attention.

Seasonal or Event-Based Opportunities

Streets such as Sainte-Catherine in Montreal or Stockholm’s summer pedestrian zones deploy temporary OOH like murals, banners and festival branding. This flexibility aligns with the changing character of the street across the year.

At the same time, some of the world’s most prestigious avenues—Rodeo Drive in Beverly Hills or Tokyo’s Ginza—maintain strict controls to preserve their aesthetic. In these contexts, OOH’s role shifts from high-impact media buys to subtle integration within street furniture or transit systems nearby.

Why Pedestrianization Matters to OOH Effectiveness

The numbers are striking. Las Ramblas in Barcelona sees up to 100 million pedestrians annually. The Champs-Élysées draws over 100 million visitors a year and is now undergoing a €250 million green transformation. Even in lower-volume cities, daily footfall can reach tens of thousands. This density and dwell time significantly improve OOH’s effectiveness—if formats are well-placed for pedestrian sightlines rather than car traffic.

However, the pedestrian shift also changes expectations. Visitors want clean, uncluttered environments. Heritage groups demand visual harmony. Regulators tighten rules on brightness, size and duration of digital loops. For OOH operators, success depends on partnering with cities to ensure media contributes positively to place-making.

How OOH Can Contribute to Better Shopping Streets

The global examples point to several ways the OOH industry can actively support—and benefit from—the evolution of high streets:

1. Integrate with Public Amenities

Combine advertising with wayfinding, seating, bike docks, or charging stations. This enhances utility and makes the media feel part of the public realm rather than an intrusion.

2. Adopt Design Codes and Sustainability Standards

Work with municipalities to develop cohesive design guidelines—on color palettes, brightness, materials and even energy use. This is particularly relevant for historic streets where heritage is a key draw.

3. Invest in Innovation, Not Just Screens

Interactive and artistic formats—projection mapping, augmented reality, or “smart” street furniture—can enrich the visitor experience and generate earned media far beyond the impressions bought.

4. Share Data and Insights

With pedestrian counters and mobile analytics, OOH companies can offer cities and retailers valuable footfall data, supporting evidence-based urban planning.

5. Support Local Content and City Branding

Allow portions of inventory for civic messaging, local artists or event promotion. Banners on lampposts or digital takeovers for festivals can reinforce the street’s identity and generate goodwill.

6. Champion Accessibility and Inclusivity

As cities redesign for walking, ensure street furniture and advertising do not obstruct mobility-impaired users and that information is easy to read.

Looking Ahead

Pedestrianization is not a passing trend; it is becoming the defining characteristic of premier shopping streets worldwide. For OOH operators and advertisers, this is both an opportunity and an obligation. High footfall and longer dwell times promise more impactful campaigns. But success will hinge on sensitivity to context, collaboration with municipalities, and a willingness to innovate beyond traditional panels.

As the world’s great retail boulevards become greener, calmer and more people-centric, OOH can help tell their story, guide visitors, and enhance their vibrancy—turning advertising from a backdrop into a feature of the experience itself.