The tower contains the world largest advertisement LED screen, making it a valued landmark for the city.

The screen measures almost 10,000 sq m and was designed, built and installed by French company Citiled, a world leader in tailor-made "Media Façade" projects for integration into architecture.

Citiled was the company chosen by the project initiators in view of their expertise and their prestigious past achievements (e.g. the Agbar Tower designed by architect Jean Nouvel in Barcelona, the Hermes Building in Singapore, the Cocor luxury shopping centre in Bucharest, etc.).

Citiled uses patented technological innovations and was able to develop and implement systems that are almost transparent when mounted on the façades, guaranteeing daylight for the building's occupants and preserving visibility.

The project's main contractor was FADEN and MEP sub-contractor TECHNO - Technical Electromechanical Works Co. Ltd.