Dynamo LED Displays has supplied a continuous 360-degree direct-view LED display system for the London headquarters of British American Tobacco (BAT) in London, England, creating an immersive corporate meeting space built around a single wrap-around visual canvas.
Supplied, installed and calibrated by Dynamo LED Displays, the display spans 34.72m in width and 2.48m in height, covering 86.1sqm across the perimeter of the room. Rather than mounting screens within an existing architectural space, the meeting environment was engineered around the dimensions of the LED surface to provide an unbroken visual boundary.
The installation comprises 350 Dynamo DRE Series 1.93mm fine-pitch cabinets configured in a 70-wide by five-high array. Driven as a single canvas running at an ultra-wide resolution of 17,920×1,280 pixels, the complete display was calibrated prior to handover to ensure uniform colour and brightness across all 70 columns without visible seam artefacts.
Video processing and input scaling are driven by a NovaStar H5 modular video wall processor, handling source distribution and high-resolution canvas mapping. The electrical infrastructure supports a maximum load of 59.5kW distributed across 30 dedicated circuits to power the 350-cabinet system.
Media playback hardware and custom experiential content were delivered by digital production studio Pixel Artworks. The software and server setup is configured to re-skin the room dynamically depending on the meeting format, transitioning between simulated sports stadium environments, motorsport pit garages and corporate branding backdrops.
Daniel Reynolds, founder of Dynamo LED Displays, said: “BAT asked for a room where the display is the architecture, not an addition to it. The job was to hold 350 cabinets to one flat, seam-free surface and run them as a single canvas, and that is what we handed over.”
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