For the 2024 festive season, Dynamo LED Displays hired and installed two 2.06 mm LED screens behind Hermes’ window sets at New Bond Street (6 m × 2 m, 2,880 × 960 px) and Cadogan Place (6 m × 3 m, 2,880 × 1,440 px). Both ran 24 hours a day for five weeks, fixed to stud walls.
Updated September 2026.
The festive season in London is known for its window displays, and in 2024 Hermes worked with Dynamo on LED screen hire for its flagship stores on New Bond Street and at Cadogan Place, just off Sloane Street. This case study sets out what was installed, how the screens were built into the window sets, and what a five-week, round-the-clock run asks of the hardware.
Project summary: Hermes LED windows 2024
| Client | Hermes, London (New Bond Street and Cadogan Place flagship stores) |
|---|---|
| Service | LED screen hire with installation and removal |
| Screens | Two fine-pitch LED screens, 2.06 mm pixel pitch |
| New Bond Street | 6 m × 2 m, 2,880 × 960 px |
| Cadogan Place | 6 m × 3 m, 2,880 × 1,440 px |
| Mounting | Fixed directly to a stud wall behind each bespoke window set |
| Run time | 24 hours a day for five weeks across December 2024 and January 2025 |
| Content | Animated festive sequences: a handbag, silk scarves and cloudscapes drifting behind the set |
What Dynamo installed
Two 2.06 mm LED screens for pavement viewing distances
Shop-window audiences stand close. A passer-by on New Bond Street views the glass from one to three metres, so the screens had to hold a continuous image at that range. Dynamo selected 2.06 mm pixel pitch cabinets, built into a 6 m × 2 m screen for New Bond Street and a taller 6 m × 3 m screen for Cadogan Place. The resolutions, 2,880 × 960 px and 2,880 × 1,440 px, come from the cabinet count at that pitch and gave the animation crisp edges at window distance.
The set: looking up a staircase to the sky
The screens were integrated behind a bespoke set of turned balusters arranged to give the impression of looking up a bannistered staircase toward the sky. Hermes goods, including a Birkin handbag, silk scarves and other accessories, dressed the bannisters, while the LED screen supplied the moving backdrop of clouds and animated objects behind them. The set framed the screen rather than competing with it, which is the reason the display reads as one scene rather than a television in a window.
Mounting directly to a stud wall
Both screens were mounted directly to a stud wall behind the set. That kept the cabinets stable and safe for the full hire period while preserving the clean aesthetic Hermes required: no visible rigging, no floor stands and no cabling in the sightline. The install was completed before the windows were dressed, so the set builders worked in front of a finished, tested screen. For the wider principles, see our guide to rental LED displays in luxury retail.
Five weeks, 24 hours a day
The displays ran continuously for five weeks spanning December and January. Continuous running is a normal duty cycle for fixed LED, but in a hire context it means the cabinets, power supplies and playback hardware are specified for uninterrupted operation rather than a one-night event. Both screens completed the period without interruption, and the content remained visible against daytime street light as well as through the night.
Why pixel pitch matters in a shop window
Pixel pitch is the distance from the centre of one LED to the next, in millimetres. A common rule of thumb puts the minimum comfortable viewing distance in metres at roughly the pitch in millimetres, so a 2.06 mm screen resolves cleanly from about two metres, which is exactly where a window shopper stands. The LED video wall viewing distance guide explains the arithmetic, and the window advertising with LED screens guide covers brightness and placement behind glass. At Hermes, the fine pitch let the animation sit behind physical objects a few centimetres from the LED surface without the pixel grid showing.
Other retail and luxury LED work by Dynamo
This was not Dynamo’s first project for the brand. For the Hermes Brides de Galaxy event in West London, Dynamo supplied LED tickers for a launch built around the carré silk scarf. In retail more widely, the Arsenal Armoury store fit-out combined window screens, internal walls and a right-angle ticker across four pixel pitches. The common thread is the same: the LED is specified for the closest viewer and built into the fixture, not bolted on afterwards.
Hermes LED windows: frequently asked questions
What LED screens were used in the Hermes 2024 festive windows?
Two fine-pitch LED screens at 2.06 mm pixel pitch. The New Bond Street window used a 6 m × 2 m screen at 2,880 × 960 px, and the Cadogan Place window a 6 m × 3 m screen at 2,880 × 1,440 px. Both were supplied on hire by Dynamo LED Displays, installed directly to a stud wall behind the bespoke window sets.
How long did the Hermes LED window displays run?
Five weeks, 24 hours a day, across December 2024 and January 2025. The screens were installed before the windows were dressed and removed after the festive period ended. Running continuously means the hire hardware is specified for uninterrupted operation, not just an evening event, with power supplies and playback checked before handover.
Why use an LED screen rather than a printed backdrop in a luxury window?
Motion. A printed backdrop is static, whereas an LED screen lets the scene change through the day and the season without re-dressing the window. It also stays bright against daytime street light, which back-lit prints and projectors struggle with behind glass. At Hermes, the screen played animated clouds and objects behind the physical set, so the window read as one moving scene.
Can LED screens be hired for a seasonal window display?
Yes. Dynamo offers LED screen hire with installation for periods from a single evening to several months. For a window, we specify the pixel pitch from the pavement viewing distance, agree the mounting method with the set builder, and install and test before the window is dressed, then remove the screens at the end of the run.
Planning a luxury window display with LED?
Send us the window dimensions, the viewing distance from the pavement and the dates, and we will propose the right pixel pitch, screen size and mounting method. For another Knightsbridge example, see the Louis Vuitton x Kusama LED screens at Harrods.
Get a quote for LED window displays. Contact Dynamo LED Displays or call 020 3489 9878.
These boutique installations sit within our wider custom LED display capability for luxury retail.
