The Panoramix at CentralWorld Bangkok

The Panoramix at CentralWorld is a landmark digital out-of-home screen integrated into the exterior of CentralWorld at Ratchaprasong Intersection in Pathum Wan, central Bangkok. The panoramic facade overlooks CentralWorld Square and sits within one of Thailand’s most concentrated retail, tourism, hospitality and entertainment districts. The Panoramix combines a building-scale digital canvas with a public event plaza, street and elevated-walkway views, and proximity to CentralWorld’s retail, offices and hotel. It can support mass-awareness campaigns, launches, interactive activations and event content. Plan B Media markets the screen as The Panoramix@Centralworld and is the direct media-operator contact; Central Pattana, or CPN, operates and develops CentralWorld. Current prices, spot lengths, rotation, share of voice, operating hours and production specifications are not published. Buyers should request a current proposal and technical pack from Plan B Media.

The Panoramix at CentralWorld Bangkok sits at CentralWorld Square, 999/9 Rama I Road, Ratchaprasong Intersection, Pathum Wan, Bangkok 10330, Thailand, Asia. The map opens tilted so you can read the surrounding building massing and approach sightlines; switch the lighting to night to see the environment as the screens are actually seen.

The screen is on the main external CentralWorld facade facing the large public square at the Ratchaprasong commercial crossroads, where Rama I Road meets Ratchadamri Road. This is the Panoramix discussed in this guide—not the Siam Paragon facade, Parc Paragon, MBK screens, BTS station media, CentralWorld’s internal digital network or other Plan B assets elsewhere in Bangkok. CentralWorld Square is both a viewing area and an activation venue. People encounter the facade from the plaza, Ratchaprasong elevated walkways, nearby malls and hotels, and surrounding roads. The pedestrian system links Chit Lom and Ratchaprasong toward Siam. Nearby landmarks include Gaysorn Village, the Erawan Shrine, the Grand Hyatt Erawan, the InterContinental Bangkok and the wider Siam shopping corridor. To the west are Siam Paragon, Siam Center and Siam Discovery. This concentration brings together local shoppers, office workers, Thai and international tourists, hotel guests, event audiences and BTS-connected pedestrians. The nearest practical BTS access is Chit Lom; Siam serves the western end of the corridor. Visibility and dwell vary, so plans should distinguish pedestrians, plaza-event audiences and road traffic rather than treating the district as one audience.

Plan B classifies The Panoramix within its “Signature Screen” portfolio. Its broad facade composition, rather than a conventional roadside rectangle, lets brands move sequences across the building, use scale changes or coordinate content with an event in the square. Interactive capability is not merely a launch-era label. In an April 2025 Plan B case study, Garnier invited people to scan a QR code, submit or take a photograph, receive an AI-generated transformation and have the result appear on The Panoramix. That confirms the asset can participate in a mobile-to-screen workflow when the campaign, moderation and technical integration are arranged in advance. Central Pattana has also documented the screen’s use with high-definition light and sound technology during its Bangkok Countdown production. This does not mean sound accompanies normal advertising rotations. Audio in a public space is usually event-specific and subject to venue, production, timing and regulatory approval. Buyers seeking sound synchronization, live data, audience interaction or a plaza activation should scope those elements as a custom project. Does The Panoramix support 3D anamorphic advertising? The panoramic scale and viewing environment can accommodate forced-perspective or “naked-eye 3D” creative, and Plan B has publicized 3D-illusion work within its wider signature-screen offering. However, its current Panoramix product entry does not publish a standard anamorphic specification, a designated sweet spot or a guaranteed 3D package. Treat Bangkok 3D anamorphic billboard work here as a bespoke brief. Ask for the pixel map, safe areas, facade geometry, preferred viewing position, brightness and test process. Design for this screen’s actual planes and sightlines.

Plan B’s current page reports 98 million eyeballs per month for The Panoramix. The operator also places a 78% noticeability statistic beside the listing, labelled “Noticed Large Digital Billboards” and sourced to Nielsen 2024. These indicators require careful interpretation: For a defensible media plan, request the latest audience methodology from Plan B: measurement period, geographic visibility zone, traffic and pedestrian inputs, frequency assumptions, duplication treatment, viewability adjustments and whether the 98 million figure represents opportunities to see or another metric. Agencies should also ask whether delivery or post-campaign reporting is available for the purchased schedule. The qualitative audience case is strong without converting every district statistic into impressions. Central Pattana describes CentralWorld as a retail, dining and entertainment destination with more than 500 stores, offices and a connected hotel. TAT describes Ratchaprasong as a major shopping and tourism area with luxury malls, five-star hotels and the Erawan Shrine. The mix is relevant to premium retail, beauty, fashion, technology, travel, automotive and entertainment.

• “Eyeballs” is the operator’s term and should not be automatically relabelled as unique people, verified impressions or reach.
• The 78% figure is worded as a category-level noticeability measure for large digital billboards; the public page does not show enough methodology to establish that 78% of all passers-by noticed this specific campaign.
• Monthly exposure can include repeat journeys. Mall visits, skywalk footfall, road traffic and event attendance may overlap and should not be added together.
• CentralWorld footfall establishes destination scale, not guaranteed Panoramix impressions.

The Panoramix is most compelling when the idea benefits from public scale or a connection to activity on the ground. Strong use cases include: The asset can also serve as the hero placement in a broader Bangkok DOOH plan, but planners should preserve its distinct role. Adding Siam, BTS or road networks may increase coverage; it does not make those screens part of The Panoramix booking. Creative should communicate quickly at street distance while rewarding longer viewing from the square. Use bold hierarchy, limited copy and unmistakable branding. Test QR codes, legal lines and product detail from actual audience positions; fine text and content near architectural joins can be lost.

• Regional or national product launches requiring a high-profile Bangkok reveal
• Luxury, fashion and beauty campaigns seeking proximity to premium shopping
• Entertainment, streaming, music and celebrity-led releases
• Consumer technology, automotive and mobile launches with motion-led demonstrations
• Tourism and destination messaging aimed at a mixed local and international audience
• Interactive campaigns that move participation from a phone or plaza experience to the facade
• Event sponsorships, countdown content and coordinated light-and-sound productions

The Panoramix debuted in 2018 as a Central Pattana and Plan B collaboration. Plan B records an investment above THB 400 million and called it the world’s largest interactive DOOH display at launch. That is a launch-era claim, not a permanent global ranking.

• CentralWorld Bangkok Countdown

  Central Pattana used the screen for large-scale graphics, digital art and synchronized production during the 2024–25 New Year programme. The screen carried the event’s “Message to the World” alongside stage entertainment and a major public gathering.

• Garnier interactive Pride campaign

  Plan B’s 2025 case study documents a QR-led, AI-personalized workflow in which participant images appeared on The Panoramix.

• Ambassador and launch creative

  Plan B has featured The Panoramix among signature locations used for luxury and celebrity-led campaigns.

The cleanest buying route is a direct enquiry to Plan B Media, the operator that currently lists The Panoramix in its digital inventory. Its contact page provides a media-advertising enquiry form and publishes: In the brief, name the asset precisely as The Panoramix@Centralworld and identify CentralWorld at Ratchaprasong Intersection. This reduces the risk of receiving a proposal for another signature screen or a packaged network without a clear Panoramix allocation. Ask the operator to confirm: If a physical activation in CentralWorld Square is required, the proposal may need coordination with Central Pattana as venue operator as well as Plan B’s media team. Do not assume that booking screen time includes plaza space, event permissions, staging, power, security or sound.

• Business Development: bd@planbmedia.co.th
• Marketing: marketing@planbmedia.co.th
• Telephone: +66 2 530 8053–6 or 089 999 9199 in Thailand
• Bookable dates, minimum campaign period and any event blackouts
• Exact screen area and which facade zones are included
• Pixel dimensions, aspect map, file format, frame rate and safe areas
• Spot length, loop length, plays per hour and contracted share of voice
• Daily operating hours and any brightness or audio restrictions
• Standard rotation, domination and full-takeover options
• Production, adaptation, testing and content-approval deadlines
• Interactive, live-data, sound or plaza-activation feasibility
• Latest audience methodology and reporting deliverables
• Media, production, venue, permit, electricity and technical-support charges

There is no verified public rate card for current Panoramix CentralWorld screen advertising. The likely quotation variables include dates, campaign duration, share of voice, degree of takeover, seasonal demand, production complexity, interactive technology, event integration and whether additional Plan B inventory is included. New Year, Songkran, retail festivals and large events can affect availability. A standard rotation and a facade-and-plaza activation are different purchases, so one online “Bangkok billboard cost” cannot represent both. Request an itemized quotation in Thai baht. Separate media cost from creative adaptation, technical testing, content management, production, event space and taxes. If the proposal bundles other screens, require the Panoramix component, dates and delivery to be shown separately so the landmark placement can be evaluated on its own.

CentralWorld Square hosts markets, launches, seasonal installations, concerts and celebrations. Temporary stages, crowd controls or décor may change sightlines and access. Confirm the plaza plan for the live dates rather than relying on an archive photograph. CentralWorld’s published mall hours are 10:00–22:00 daily, but those are not verified Panoramix operating hours. Similarly, historic campaign videos do not establish the present brightness schedule, audio policy or nighttime playback. All must be confirmed in the booking agreement. Central Pattana repositioned the adjacent Groove area as an all-day urban courtyard in 2026, reinforcing CentralWorld’s daytime and evening activity. It does not alter Plan B’s Panoramix specifications or audience claims.

For brands seeking a high-impact CentralWorld digital billboard in Bangkok, The Panoramix offers an unusually large canvas beside a major retail destination, public square and pedestrian corridor. Its advantages are landmark stature, scale, event integration and the audience mix around Ratchaprasong. It is less suitable for campaigns that need a simple, standardized roadside format, a transparent public rate card or highly granular targeting without a broader brand objective. The buying process should be treated as a premium direct negotiation with careful creative engineering and a clear measurement discussion. Confirm the precise facade inventory, delivery, sightlines and audience method for the proposed dates, then build creative for the actual canvas.

1. Regional or national product launches requiring a high-profile Bangkok reveal
2. Luxury, fashion and beauty campaigns seeking proximity to premium shopping
3. Entertainment, streaming, music and celebrity-led releases
4. Consumer technology, automotive and mobile launches with motion-led demonstrations
5. Tourism and destination messaging aimed at a mixed local and international audience
6. Interactive campaigns that move participation from a phone or plaza experience to the facade
7. Event sponsorships, countdown content and coordinated light-and-sound productions
8. Business Development: bd@planbmedia.co.th
9. Marketing: marketing@planbmedia.co.th
10. Telephone: +66 2 530 8053–6 or 089 999 9199 in Thailand
11. Bookable dates, minimum campaign period and any event blackouts
12. Exact screen area and which facade zones are included
13. Pixel dimensions, aspect map, file format, frame rate and safe areas
14. Spot length, loop length, plays per hour and contracted share of voice
15. Daily operating hours and any brightness or audio restrictions
16. Standard rotation, domination and full-takeover options
17. Production, adaptation, testing and content-approval deadlines
18. Interactive, live-data, sound or plaza-activation feasibility
19. Latest audience methodology and reporting deliverables
20. Media, production, venue, permit, electricity and technical-support charges