Ahead of the curve: LUMO bends the billboard rules at Alexandra Park

Flat rectangles have their place, but Alexandra Park’s famous curved entrance called for something more considered. LUMO has unveiled two purpose-built digital billboards designed around the venue itself.

The new screens follow the curve of the Green Lane West gates, giving the placement a tailored feel rather than treating the historic Epsom destination as another standard roadside site.

LUMO worked with Daktronics to create the 9m by 3m format, using the movement and character of the entrance to shape the final design.

The result is a pair of screens that sits naturally within Alexandra Park while still giving campaigns the scale and presence needed to make an impression.

It is a small architectural decision with a large practical effect: the screens belong to the entrance, while the advertising remains easy to see from the road.

The numbers help the case. Each screen offers an average dwell time of 24 seconds, with strong weekly impressions across traffic entering and leaving the surrounding corridor.

LUMO-Alexandra Park In delivers 910,290 weekly impressions, while LUMO-Alexandra Park Out reaches 852,354. That gives advertisers two substantial audiences, whether traffic is approaching or moving away.

“What makes this site special is that the solution came directly from the location,” says LUMO Co-Founder and CEO Phil Clemas. “For many Aucklanders, Alexandra Park carries a lot of history, from Friday Night Trots to its place in the city’s racing community.

"By building to the curve of the entrance, we’ve created a format that feels part of the site while delivering real impact for advertisers.”

The two additions strengthen LUMO’s coverage through Epsom, Greenlane and Newmarket, linking several busy destinations rather neatly—without forcing a conventional shape onto an unconventional setting.

That wider corridor includes the Greenlane medical precinct, Auckland Showgrounds, local school routes and Newmarket’s premium retail area, alongside Alexandra Park’s race days and busy venue calendar.

Alexandra Park now takes LUMO’s nationwide network to 122 screens, adding another distinctive location to a footprint that continues to grow beyond straightforward roadside formats.

The launch also arrives just weeks before Great Southern Lights, which LUMO will unveil on November 2. For now, Alexandra Park is already making the network look more shapely.

Sources
LENS Analytics: Average Dwell Time, 2026 data.
knOOH™: Total Weekly Impressions, AP18+, 100% SOT, 2026 data.