Ocean Outdoor UK has unveiled Ocean Portal, a new digital out of home (DOOH) format designed to shift audience engagement from passive viewing to interactive, walk-in experiences.
Developed by Ocean Studio and Ocean Labs, the Portal transforms indoor, high-footfall locations into immersive environments where audiences physically step into the content. The format launches in the UK at Battersea Power Station, featuring a bespoke entertainment activation including an interactive game with audio.
The structure takes the form of a freestanding half-cube measuring 4.5m by 3m, built from five high-definition LED screens; three forming the interior, including the floor, and two on the exterior. The system combines real-time motion tracking, mixed reality and Ocean’s 3D DeepScreen capability, powered by engines commonly used in gaming and film production including Unreal Engine and Unity.
The Portal uses LiDAR and structured light cameras to track user movement and enable real-time interaction. This allows content to respond dynamically to individual gestures or group behaviour, effectively turning the installation into a responsive digital stage.
The format is designed to be deployed either as a single-brand activation or as part of a shared, scheduled installation where multiple advertisers rotate through the same space. Target locations include retail environments, transport hubs, stadiums and live event venues.
Nick Shaw, CEO of Ocean Outdoor UK, said: “Ocean Portal redefines DOOH as we know it. It’s a cornerstone of our evolving innovation programme to design and develop big experiential environments that serve as programmable stages. Rather than asking audiences to stop and look, the Portal invites them to step inside, becoming active participants.”
In addition to real-time engagement, the platform enables data capture from user interactions, providing brands with insights while also supporting content extension across social media channels as part of integrated campaigns.
The launch builds on Ocean Outdoor’s wider push into experiential DOOH formats, following the introduction of its freestanding Ocean Showcase platform, and signals a move towards hybrid environments combining physical space, premium display technology and real-time content production.