Dynamo LED Displays installed 14 LED video displays in the Dixons Carphone flagship store on Oxford Street, London, in 2016: a feature wall of four 3mm LED screens above the escalators that can play as one picture, a nine-screen window display that doubles as a product stand, and a 4,416 mm × 960 mm screen above the exit.
Updated October 2026. Case study first published June 2016.
Project facts
| Client | Dixons Carphone (Currys, PC World and Carphone Warehouse), now Currys plc |
|---|---|
| Site | Flagship store on Oxford Street, London, opened 2016 |
| Displays | 14 LED video displays in total |
| Feature wall | Four 3mm LED displays above the escalators, 1,027 modules of 192 × 192 mm (64 × 64 pixels each, about 4.2 million pixels in total), each display set into an 80 mm recess with a front-access frame and a Muraspec surround |
| Window display | Custom unit with nine LED screens showing offers, brand logos and video, doubling as a product display stand |
| Exit display | Landscape LED display, 4,416 mm × 960 mm, above the exit |
| Scope | Design, supply, installation and commissioning by Dynamo LED Displays |
The brief: a flagship that sells from every wall
Dixons Carphone was opening a new flagship on Oxford Street and wanted LED where shoppers would actually look: the long wall above the escalators, the window and the exit. The screens had to run the retailer’s own promotions, carry supplier campaigns as a paid advertising channel and be serviceable from the shop floor without closing the store. Dynamo designed and installed all 14 displays as part of the fit-out, drawing on its LED video walls range for the feature wall and custom builds for the window.
What Dynamo installed
A four-screen 3mm feature wall above the escalators
The feature wall is four separate 3mm LED displays mounted along the wall that shoppers face as they ride the escalators. Across the four screens there are 1,027 modules of 192 × 192 mm, each carrying 64 × 64 pixels, which puts about 4.2 million pixels on the wall. The four screens play individually for most of the day and can be switched to one canvas for a “takeover”, when a single piece of content runs across the whole wall.
Recessed for front service
Each of the four displays sits in an 80 mm deep recess with a custom frame, so the LED face finishes flush with the Muraspec wall covering around it. The frame gives front access for maintenance: a module or a receiving card is swapped from the shop floor side, which matters on Oxford Street where there is no rear void and no quiet time to take a wall apart. Our indoor LED display range is front-serviceable for the same reason.
A nine-screen window display that is also a product stand
The window unit was custom built with nine separate LED screens programmed to show the latest offers alongside brand logos and video, and shaped so that the newest products sit on top of it as a display stand. It faces the pavement, so it is read first from the street and then at arm’s length. Daniel Reynolds of Dynamo said at the time that what stood out was “the vast amount of people who stopped to view the display as they were walking past”, which is the case for window advertising with LED screens in one sentence.
A 4,416 mm × 960 mm display above the exit
After the feature wall went in, the store’s designers asked Dynamo to add a landscape LED display above the exit, 4,416 mm wide and 960 mm high, playing custom content so that the last thing a shopper sees is a message from the store rather than a blank lintel.
Advertising revenue from the screens
The store did not only show its own content. It sold advertising time on the displays to a selection of its suppliers, including GoPro, Sony, Bose, Samsung and Fitbit, so the LED paid its way as a media channel as well as a fit-out feature. Scheduling supplier campaigns alongside the store’s own promotions is handled in the content system; the current version is described on our LED display CMS page.
Current Dynamo options for a retail LED video wall
For a fixed indoor retail wall Dynamo now uses the DIT Pro P1.9 as the default at 1.9mm and the DX Series at 2.5mm and above. The figures below are per 250 × 250 mm module; DIT Pro figures are from the supplier specification and DX figures from the DX Series datasheet. DX cabinets come in 500 × 500, 500 × 1000 and 250 mm multiples, 47 mm deep, with front-serviceable modules.
| Model | Pixel pitch | Pixels per 250 × 250 mm module | Brightness | Suited to |
|---|---|---|---|---|
| DIT Pro P1.9 | 1.95mm | 128 × 128 px | 600 nits | Window displays and walls shoppers stand close to |
| DX2.5 | 2.5mm | 100 × 100 px | 800 nits or more | Feature walls above escalators and across shop floors |
| DX3.9 | 3.9mm | 64 × 64 px | 800 nits or more | High-level displays read from across a large store |
See the pixel pitch guide for choosing a pitch from the viewing distance, and our LED shopfront page for window and frontage builds.
Related Dynamo retail projects
- The UK’s first structural LED shop front, Gatwick North Terminal
- Oculus Quest 2 launch windows at Harrods
- Interactive LED tickers for Paco Rabanne at Selfridges
- LED installation for a London furniture store
- 4K LED screens explained
Retail LED video walls: frequently asked questions
How many LED screens were installed in the Dixons Carphone Oxford Street store?
Fourteen. Four 3mm LED displays make up the feature wall above the escalators, nine LED screens are built into the custom window unit, and one landscape display of 4,416 mm × 960 mm sits above the exit. The feature wall alone uses 1,027 modules of 192 × 192 mm, about 4.2 million pixels, and all 14 were designed and installed by Dynamo for the 2016 opening.
Can several LED screens play one piece of content?
Yes. The four feature-wall screens at Dixons Carphone normally play separately and switch to a single canvas for a takeover, when one film runs across the whole wall. The processor maps each screen as a region of one large picture, so the content is made once at the combined resolution and the switch between modes is a scheduled change rather than a rewire.
How is an in-store LED wall recessed for servicing?
Each Dixons Carphone display sits in an 80 mm deep recess with a custom frame, so the LED face is flush with the wall finish, and the frame is designed for front access. A faulty module or receiving card is removed from the front with a magnetic tool and replaced in minutes on the shop floor, with no rear void and no need to close the store.
Can a retailer sell advertising on its own LED screens?
Yes. Dixons Carphone sold time on its Oxford Street displays to suppliers including GoPro, Sony, Bose, Samsung and Fitbit, so the screens became a media channel as well as a fit-out feature. Campaigns are scheduled alongside the store’s own promotions in the content system, with each advertiser’s content slotted into agreed times across the chosen screens.
What pixel pitch suits a retail store LED wall?
Match it to how close shoppers get. A window unit read at arm’s length suits 1.9mm; a feature wall seen from an escalator or across the shop floor works at 2.5mm, and the 2016 Dixons Carphone wall used 3mm; a high-level display read from across a large store can use 3.9mm. Finer pitch costs more per square metre without a visible gain at distance.
Get a quote for a retail LED video wall
Tell us the store, the wall or window sizes, how close shoppers will stand and whether the screens need to carry supplier advertising, and we will come back with a pixel pitch, a layout and a written quote. Get a quote or call 020 3489 9878.
