A new big screen is being installed above the Parliament Street entrance to the Victoria Centre.
The installation is the latest in a host of improvements being made to the centre which recently had a £40 million revamp.
It is designed to display public appeals, City Council events and commercial messages.
General manager at intu Victoria Centre, Nigel Wheatley said: “Screens like this are already a mainstay in UK cities such as Manchester and Liverpool.
“They have been used really effectively to support local issues such as missing persons appeals, events taking place in the city and providing space for charitable organisations to publicise campaigns.
“This is another part of our plans to cement Victoria Centre, and Nottingham as a whole, as one of the country’s top retail destinations.”
The screen, above the southern entrance to the shopping centre, will also show exclusive content from partners including British Fashion Council and Team GB.
Mr Wheatley said: “We are committed to providing a proportion of media space free of charge for community marketing and public announcements.
“We will also be able to amplify the fantastic retail and leisure offering at the centre, making sure the screen is really informative for the people of Nottingham, just as they have been in other big cities.
“The new screen will complete the modernisation of this entrance to intu Victoria Centre and in turn help with our vision to improve the retail offering in the city.”
The Parliament Street entrance already features backlit panels that can change colour using LED technology.
Ocean Group is installing the screen, which will be its tenth in the UK.
Marketing director Richard Malton, said: “We are looking forward to working with intu on this exciting development project.
“Located at intu Victoria Centre, the most affluent retail area of Nottingham, this unique digital display will be the largest external large format screen within Nottingham city centre providing brands an exclusive opportunity to reach shoppers and commuters.”
