Dynamo LED Displays installed a 3 m × 1.69 m direct view LED screen at 1.56mm pixel pitch in the Sobha marketing suite on Park Lane, London, in 2019. The Full HD screen runs the developer’s films and renders from a web-based content system, and Dynamo monitors the hardware remotely with alerts if any threshold is crossed.
Updated October 2026. Case study first published March 2019.
Project facts
| Client | Sobha, the Indian real estate developer headquartered in Bangalore, which commissioned the screen through its Dubai office |
|---|---|
| Site | Sobha marketing suite, Park Lane, Mayfair, London, 2019 |
| Display | 3 m wide × 1.69 m high direct view LED screen, 1.56mm pixel pitch, 1,920 × 1,080 pixels (Full HD) |
| Content | Company films and development renders, uploaded and scheduled through Dynamo’s web-based CMS from any browser |
| Monitoring | Remote diagnostics reporting live data from power supplies, receiver cards and voltages, with notifications when a pre-set threshold is crossed |
| Scope | Supply, installation, commissioning, CMS and remote monitoring by Dynamo LED Displays |
The brief: a property marketing suite that sells from a screen
A marketing suite has one job: make a development that does not exist yet feel real to a buyer sitting in a Mayfair showroom. Sobha wanted a screen that could run its films and renders at a quality that matched the architectural model in front of it, with no bezels across the picture and no loss of contrast under the suite’s lighting. The screen also had to be updated from Dubai and Bangalore as campaigns changed. Our guide to a marketing suite LED video wall covers the brief in more detail.
What Dynamo installed
A 3 m × 1.69 m screen at 1.56mm pixel pitch
The screen is set into the timber wall of the suite above the development model, 3 m wide and 1.69 m high. At 1.56mm pixel pitch it carries 1,920 × 1,080 pixels, so Full HD films play pixel for pixel with nothing scaled, and from the sofas a few metres away the picture reads as a single surface rather than a grid. One member of the Sobha team said during testing that “it looks like you can reach into the screen” and that it “almost looks better than real life”. Our indoor LED display range lists the fine-pitch cabinets Dynamo installs today.
Content from any browser
The screen runs on Dynamo’s web-based content management system. The Sobha team logs in from a browser, uploads a film or a set of renders and schedules when each plays, so the suite can be updated from Dubai or Bangalore as a launch campaign changes. The current version is described on our LED display CMS page.
Remote diagnostics
Dynamo monitors the installation remotely. The diagnostics system reports live data from the power supplies, the receiver cards behind each cabinet and the voltages across the screen, and sends a notification if any value crosses a pre-set threshold. A fault is usually known about before anyone in the suite notices it, and an engineer arrives with the right part.
Why direct view LED rather than an LCD video wall
A direct view LED screen has individual red, green and blue LEDs mounted on the circuit board of each module, each addressed on its own, so the picture is made by the light source itself rather than by light passing through a panel. There is no backlight to leak through black areas and no bezel between tiles, which is why the Sobha screen shows a single uninterrupted image. The trade-offs between the two technologies are set out on our LED vs LCD page.
Current Dynamo options for a marketing suite LED screen
For a fixed-install screen that buyers sit close to, Dynamo’s premium option is the DFC Series flip-chip COB range, with the DIT Pro P1.9 as the mid-range choice. The figures below are from the DFC Series datasheet and the DIT Pro supplier specification; pixel counts are per cabinet or module, so a screen’s resolution is the number of cabinets multiplied through.
| Model | Pixel pitch | Cabinet or module | Pixels per cabinet or module | Brightness | Suited to |
|---|---|---|---|---|---|
| DFC 1.5 | 1.58mm | 608 × 342 mm standard cabinet, 37 mm deep | 384 × 216 px | 600 to 1,500 nits | Marketing suites, boardrooms and receptions viewed from 2 m or more |
| DFC 1.9 | 1.9mm | 608 × 342 mm standard cabinet, 37 mm deep | 320 × 180 px | 600 to 1,000 nits | Larger suites and presentation rooms viewed from 3 m or more |
| DIT Pro P1.9 | 1.95mm | 250 × 250 mm module, front-service | 128 × 128 px | 600 nits | Mid-range fixed installs where budget leads |
As a worked example, a grid of five by five standard DFC 1.5 cabinets is 3.04 m wide, 1.71 m high and 1,920 × 1,080 pixels, which is the same Full HD canvas as the Sobha screen in a 37 mm deep cabinet. The pixel pitch guide explains how to choose a pitch from the viewing distance, and our LED video walls page covers the wider indoor range.
Related Dynamo projects and guides
- LED marketing suite for Aldar and London Square at Westminster Tower
- 40 Leadenhall digital experience, City of London
- Direct view LED explained, the technology behind this screen
- Home cinema direct view LED installation
Direct view LED screens: frequently asked questions
What is a direct view LED screen?
A screen in which the LEDs are the picture. Each pixel is a red, green and blue LED mounted on the module’s circuit board and driven individually, so there is no backlight and no LCD panel in front. The result is deep black levels, high brightness and a surface with no bezels, built to any size from cabinets. The Sobha screen is a 3 m × 1.69 m example at 1.56mm pitch.
What pixel pitch does a marketing suite LED screen need?
Match it to the nearest seat. Buyers in a marketing suite sit two to four metres from the screen and look at fine detail in renders, so 1.5mm to 1.9mm is the usual range; the Sobha screen is 1.56mm. A larger presentation room viewed from further back can use 2.5mm. Finer pitch adds pixels and cost without a visible gain at distance.
What resolution does a 3 m wide direct view LED screen have?
It depends on the pitch and the cabinet count. The Sobha screen, 3 m × 1.69 m at 1.56mm, is 1,920 × 1,080 pixels. In the current DFC 1.5 range, five standard cabinets across and five down gives 3.04 m × 1.71 m and 1,920 × 1,080, because each 608 × 342 mm cabinet carries 384 × 216 pixels. Resolution is always counted in cabinets, not divided from the wall size.
Can the content on a direct view LED screen be updated remotely?
Yes. The Sobha screen is run from Dynamo’s web-based CMS, so the team logs in from any browser, uploads films or renders and schedules them, from London, Dubai or Bangalore. Live sources such as a laptop or a presentation system can also be switched in through the processor. No visit to the suite is needed to change a campaign.
How is a direct view LED screen monitored and serviced?
Dynamo monitors installations through a remote diagnostics system that reports live data from the power supplies, receiver cards and voltages and sends a notification when a pre-set threshold is crossed. Fixed-install cabinets such as the DFC Series are front-serviceable, so a module or card is swapped from the front without taking the screen off the wall. Standard warranty is three years return to base.
Get a quote for a direct view LED screen
Tell us the wall size, how far the nearest seats are, what content will play and whether it needs to be updated from another office, and we will come back with a pixel pitch, a cabinet layout and a written quote. Get a quote or call 020 3489 9878.
