FILMBASE’s Eye of Donghu Project Earns National Landmark Certification, Paving New Path for Global Landmark Displays

What Can a City Landmark Embody?

In the past, it was primarily a building or a scenic spot—an integral part of the city’s skyline. Today, however, with the ongoing integration of digital technology and the cultural and tourism industries, more and more landmarks are taking on a new identity: they have become vehicles for conveying urban culture, brand content, and public engagement. Buildings are no longer merely objects to be viewed; they have begun to actively tell the city’s stories.

Recently, at the 23rd China Outdoor Communication Conference, the “Cloud Giant Screen” at the East Lake Eye Ferris Wheel in Wuhan, China, was awarded the “China Urban Landmark Media” certification. This not only recognizes the project’s innovative value but also reflects an ongoing industry shift: urban landmarks are evolving from traditional landmarks into digital media, becoming vital interfaces that connect cities, brands, and the public.

As the technology provider for the project’s transparent display solution, FILMBASE utilized its independently developed “Phantom Wheel” to create a circular transparent display system spanning approximately 1,800 square meters for the East Lake Eye. Utilizing flexible transparent display technology, the system conforms to the Ferris wheel’s curved structure. Without compromising the viewing experience, it enables the display of diverse content—including high-definition dynamic imagery, digital art, brand promotions, festive performances, live broadcasts, and AI-powered interactions—transforming the Ferris wheel from a traditional nighttime light display into a sustainably operated urban digital media platform.

Compared to traditional outdoor displays, a truly vibrant urban landmark is defined not by larger screens or brighter lights, but by its ability to continuously generate content value. When a building possesses the capacity for real-time updates, interactive expression, and public communication, it ceases to be merely a backdrop to the city and becomes an integral part of urban cultural dissemination, Brand Showcase, and public experiences. This is precisely why the East Lake Eye has garnered industry recognition—it represents not only a technological innovation but also an upgrade in the way urban public spaces are operated.

From Ferris wheels to building facades, from waterfront landmarks to commercial complexes, digital display technology is constantly pushing the boundaries of architecture and redefining the value of urban spaces. For FILMBASE, the significance of every project lies not merely in completing a display application, but in exploring how architecture can become part of the city’s content ecosystem—allowing technology, culture, and commerce to blend naturally within public spaces and create sustained communication value for the city.

In the future,FILMBASE will continue to focus on innovative display materials and architectural digital solutions, collaborating with global partners to explore more diverse ways of expressing urban landmarks. We believe that future urban landmarks will not only be symbols of the city but will also serve as windows through which the city communicates with the world.