Cieslok Media has placed a set of digital screens on the roof of the historic Elephant & Castle building at the corner of Yonge and Gerrard Streets in Toronto.

Three digital LED screens on the building’s roof create a wrap that measures 14 feet high and over 70 feet wide, featuring 10mm LEDs. The wrap is the largest display using 10mm LEDs in Canada, according to Cieslok Media.

The wrap also features a 42-foot high light spire rising from the centre and light columns on either side. Chris Bentler, ‎VP, operations and business development at Cieslok Media, says these are aesthetic additions that can provide coloured lighting effects he compared to those seen on the CN Tower.

The Yonge & Gerrard intersection has a circulation of 99,539 people every day.

The wrap replaces a pair of standard backlit signs that had previously been on the roof. As the Elephant & Castle building is a designated heritage site, Cieslok was able to erect the new boards as part of a deal with the City of Toronto that includes a $150,000 investment from the company into refurbishing the building’s historic exterior.

The screen has been live since June 27 and has already featured clients ranging from Tim Hortons, Yellow Pages and Wind Mobile, as well as social media-integrated creative for Carlsberg’s World Cup campaign.