BlowUP is also staking out a position in Duisburg’s main pedestrian zone − the Kuhstraße/Königstraße. The site is located between the Forum shopping mall (with around 80 shops, cafés and restaurants) and the CityPalais (with a small shopping mall, restaurants, the Mercatorhalle housing the Duisburg Philharmonic Orchestra, a convention centre and a casino) as well as the Königsgalerie shopping mall. The square below the advertising space is hosts many different events throughout the year (e.g. festivals, a Christmas market, etc.), which regularly generates higher traffic.