Dynamo LED Displays, a London and Dubai-based specialist in premium LED display systems, has supplied and installed a permanent LED video wall at the Westminster Tower marketing suite in Mayfair, London, creating the illusion of floor-to-ceiling Thames river views for prospective buyers of the off-plan development.
The installation comprises a main panel measuring 9.424m wide by 4.424m tall, with a return panel of 2.480m. DEX Series panels at 2.06mm pixel pitch deliver photorealistic resolution at close viewing distances. The display is framed in dark-stained timber surrounds built by a bespoke carpenter contracted by Dynamo, designed to replicate the appearance of floor-to-ceiling windows.
The system shows about 40 scenes spanning daytime, dusk, evening and night-time panoramas of the Thames, the Houses of Parliament, the London Eye and Battersea Power Station, alongside apartment floor plan content for sales presentations. Scenes are switched via iPad using a NovaStar CMS paired with a NovaStar MX40 processor. The full installation was completed in three days.
The project was commissioned by the joint development team behind Westminster Tower at 3 Albert Embankment – Aldar Properties, London Square, and SODIC – to give buyers a sense of the views the completed building is designed to offer.
The LED panels were supplied under the Dynamo LED Displays brand and manufactured by the company’s OEM production partner.
Daniel Reynolds, founder of Dynamo LED Displays, said: “The brief was to sell a view that doesn’t exist yet. We manufactured it. The timber surrounds were the detail that made it work – buyers aren’t looking at a screen, they’re standing at a window. That’s the shift in perception that changes how people feel about buying off-plan.”
You can subscribe to Installation magazine for free here and the daily newsletter here.
