Glamour, glitz, palm trees: No other city is reduced to the cliché as a mecca for the rich and beautiful like Miami. But at over 100 years of age, the city in the Sunshine State of Florida is much more than that: Commercial center of the Southeast, the biggest cruise ship harbour in the world and, last but not least, home to the famous American Airlines Arena. Located at the entrance to the harbour, along Biscayne Boulevard, the modern multi-functional facility, built ten years ago for the NBA team Miami Heat, is seen by over 3.8 million people every year, passing by on ships, in cars or walking. The American Airline Arena – popularly referred to as Triple A – has long been considered an attractive location for big-name concerts such as Madonna, Celine Dion, U2 or Justin Timberlake, and it has hosted the MTV Video Music Awards several times. Every year 1.4 million sports and music fans visit the arena. So what could make more sense than offering sponsors an innovative advertising and communications platform? With the installation of the Mediamesh® facade – almost 320 square meters in size – that follows the curve of the main building facade to the west, the AA Arena performed a spectacular feat. This first large, transparent media facade in the USA has transformed the arena to Times Square South.