Dynamo LED Displays supplied a curved LED screen on hire for Glossier’s pop-up store on Regent Street, London, where it spanned the ASMR room and carried the brand’s content for the launch of the Glossier You fragrance. Hiring rather than buying gave Glossier a bespoke curved wall for a temporary space with no capital cost and nothing to store afterwards.
Updated September 2026. Case study first published January 2024.
Regent Street is not a place where a shopfront gets a second look by accident. When Glossier opened a pop-up there in late 2023 to launch its Glossier You fragrance, the brief for the interior was an immersive room rather than a shelf of product, and the centrepiece was a curved LED screen from Dynamo’s LED screen hire fleet. This case study covers what we supplied, how a curved screen is built from rental cabinets, and what a pop-up needs to think about before hiring one.
Project summary
| Item | Detail |
|---|---|
| Client | Glossier, beauty brand |
| Venue | Pop-up store on Regent Street, London |
| Occasion | Launch of the Glossier You fragrance, late 2023 |
| What Dynamo supplied | A curved LED screen spanning the ASMR room, on hire |
| Content | Glossier’s own ASMR-led brand film, played on a loop |
| Commercial model | Hire for the life of the pop-up, with installation and de-rig by Dynamo |
What Dynamo supplied
A curved LED wall for the ASMR room
The pop-up was built around an ASMR room: soft pink drapes, a sculpted seat and a wall of slow-moving, close-up product imagery designed to be watched rather than read. A flat screen would have sat in that room like a television. A curved LED wall wraps the content around the visitor, so the pink and red of the film fill the peripheral vision and the join between screen and set disappears. The curve also removes the hard edge that a rectangular display puts into a soft interior.
Hire, not purchase
Pop-ups run for weeks, not years, so the screen came from our rental fleet. Glossier paid for the hire period, and Dynamo delivered, built, commissioned and removed the wall. There was no hardware to write off, insure or store when the shop closed, and the cabinets went back into stock for the next job. Our event rental LED panel guide explains what a hire package normally includes.
Content
The screen ran Glossier’s own film. The practical job on our side was to map the content to the curved surface so that it played without stretching at the edges, then set the brightness for a room lit for atmosphere rather than retail, so the screen glowed rather than glared.
How a curved LED screen is built from rental cabinets
Curving the cabinets
Curved LED is built from the same cabinets as a flat wall. Dynamo’s rental cabinets, available from 3 mm pitch upwards, hinge in the middle and at each end, so each 500 mm cabinet can be angled up to 15 degrees, convex or concave. Stack and lock enough of them and the wall follows the arc of the room. The same cabinets built a 29-by-2 curved wall for an international retail store at 3.9 mm. For a true compound curve, bending on two planes at once, flexible modules are needed instead; that is how the double-curved LED ribbon at Auto Trader’s Manchester HQ was made.
Pixel pitch for close viewing
Visitors to a pop-up stand close to the screen, often within a metre or two, so the pitch has to be finer than a stage or exhibition backdrop would need. Choose the pitch from the closest distance a visitor will stand, not from the room size; our viewing distance and pixel pitch guide gives the rule of thumb. Where budget allows, the finest pitch available in the curved cabinet is the safer choice for a retail interior.
Protection in a high-footfall space
A pop-up puts the public within touching distance of the LEDs. For a screen that people will brush past or lean on, we specify cabinets with a resin coating over the LEDs, known as GOB, which protects the diodes from knocks and moisture without changing the picture. Our COB, GOB and SMD guide explains the difference.
Why pop-up shops hire LED screens rather than buy them
- No capital outlay. The screen is a line in the launch budget, not an asset on the balance sheet.
- Built and removed in days. Rental cabinets are designed for fast assembly, so the wall goes up with the set and comes down with it.
- Bespoke shape without bespoke hardware. Curves, columns and odd aspect ratios come from how the cabinets are arranged, not from a custom build.
- Content that changes. A new film or a live social feed loads in minutes, which a printed set piece cannot do.
- Less waste. The cabinets go back into the fleet for the next event instead of being scrapped with the fit-out.
Other curved and pop-up LED work from Dynamo
- Auto Trader, Manchester: a compound-curved LED ribbon, halo ticker and contoured plinth, an AV Awards 2026 finalist.
- International retail store: a 3.9 mm curved LED wall in a 29 × 2 cabinet array as the store’s focal point.
- China Mobile UK, Slough: a curved LED ticker running the full circumference of the headquarters entrance.
- Costa Coffee pop-up, London: an interactive touchscreen LED floor for a temporary store.
- ABG Labs, Mayfair: LED screens for a cosmetics launch event.
What a pop-up needs to provide
- A drawing of the space. Wall lengths, ceiling height and the radius of any curve, so we can plan the cabinet array before the van is loaded.
- Power at the screen position. A mains supply near the wall; we will confirm the load once the size is agreed.
- The content, at native resolution. Tell us the file format and frame rate and we will map it to the curve.
- Access windows. Build and de-rig usually happen out of hours alongside the set contractor, so we need the dates and the times the space is ours.
Pop-up LED screen hire: frequently asked questions
Can you hire a curved LED screen for a pop-up shop?
Yes. Dynamo’s rental cabinets hinge at the middle and ends, so a curved wall is assembled on site from stock rather than custom-built. Each 500 mm cabinet can angle up to 15 degrees, convex or concave, which is how the Glossier ASMR room screen followed the shape of the space. The hire covers delivery, build, commissioning and removal.
What pixel pitch does a pop-up shop LED screen need?
Pick it from how close people will stand. In a pop-up that is often a metre or two, which points to the finer end of the rental range; a stage backdrop seen from ten metres can use a coarser pitch. Send us the floor plan and we will recommend a pitch against the actual viewing positions rather than a rule of thumb.
Is it better to hire or buy an LED screen for a pop-up?
For a space that exists for weeks, hire. There is no capital cost, no storage, no maintenance and no disposal at the end, and the cabinets are built for fast assembly and removal. Buying makes sense for a permanent store or a brand that runs a rolling programme of activations and can keep the kit working year-round.
How much notice do you need for a pop-up LED screen hire?
As much as you can give, because stock and crew are booked against dates. The Glossier screen was delivered on a short lead time because the cabinets and the team were available, but that is not something we promise in advance. Tell us the dates as soon as they are fixed and we will confirm availability in writing.
Can a pop-up LED screen be interactive?
Yes, within reason. Motion sensors can trigger content as a visitor approaches, QR codes on screen link to a product page or sign-up, and touch overlays are available on some cabinet sizes for flat walls. For a curved screen the practical options are sensor-triggered content and phone interaction rather than touch on the curve itself.
Planning a pop-up with an LED screen?
Send us the floor plan, the dates and the content you want to show. We will come back with a written proposal covering the cabinet layout, pixel pitch, power and a hire price for the run of the pop-up.
Get a quote for pop-up LED screen hire. Contact Dynamo LED Displays or call 020 3489 9878.
