The scheme, submitted to Liverpool City Council on behalf of site owner Land
Securities, will create a 10m-high structure stretching 90m along the mall's façade, opposite Lime Street Station.
It is hoped the project, which will feature a 28 x 7m high-definition media screen at its centre, flanked by 'static' pictures, will be complete in time for Liverpool's Capital of Culture celebrations next year.
According to a spokesman for the 40 Under 40 practice, this screen 'will generate an ultra-bright image of one billion colours visible even in broad daylight via the use of high-performance LED technology'.
Nick Davis, the development director at Land Securities said: 'The Media Wall will create a stunning impression for visitors to Liverpool over the coming years. Its installation and its visual impact on the St John's elevation on to Lime Street is a further demonstration of Land Securities' commitment to, and continued investment in, Liverpool.'