Dynamo LED Displays installed a 20 square metre, 3 mm pixel pitch LED video wall and nine LCD screens in the Liverpool FC superstore at Anfield. The LED wall is the centrepiece of the store, showing match footage and advertising, and it runs from the club’s existing control system, so staff needed no new training.
Updated September 2026: project facts checked against the original 2017 install record; specification, viewing distance and FAQ sections added.
The Liverpool FC superstore project at a glance
| Item | Detail |
|---|---|
| Client | Liverpool Football Club, retail superstore at Anfield |
| Application | Retail hero video wall plus point-of-sale screens |
| LED video wall | 20 m² at 3 mm pixel pitch |
| LCD screens | Nine, placed throughout the retail area |
| Content | Match footage, club advertising and live console gaming |
| Control | The club’s existing content control system |
| Viewing | Visible from all round the store and from the mini terrace |
| Case study first published | August 2017 |
Why the club wanted an LED video wall in the store
The new store was designed as more than a shop. Part of the floor is a mini terrace built from 100-year-old seats removed from the old stands, and the club wanted something for fans to sit and watch. A single large LED video wall does that job better than a cluster of televisions: one seamless picture, bright enough for a daylit retail space, and large enough to be seen from every part of the shop floor.
The brief was to show match content and advertising, and to let the club plug in an Xbox for events and matchday activations. All of it had to run from the control system the club already used, because the retail team did not want a second system to learn.
LED video wall specification: 20 m² at 3 mm pitch
Pixel pitch is the distance between the centres of neighbouring LEDs. At 3 mm the wall holds a clean picture from roughly three metres away, which matches where the nearest fans stand at the terrace rail. Closer than that and the pixel structure starts to show; further back and a coarser, cheaper pitch would have done. Our guide to LED video wall viewing distance explains the rule of thumb we used here.
Twenty square metres of 3 mm LED is a serious amount of screen for a store. It gives the club a landscape canvas wide enough for full-frame match footage with club branding either side, and it can be split into zones for adverts and messaging without any of the bezels an LCD array would introduce. The pitch, brightness and refresh figures that matter when comparing walls like this are covered in our LED display parameters guide.
For a fixed retail installation like this we would specify from our indoor LED display range rather than rental panels: a slimmer cabinet, front service access and a finish that suits a permanent fit-out.
Nine LCD screens for point-of-sale content
The LED wall is the hero, but most of the selling happens in the aisles. There we installed nine LCD screens, positioned where fans queue, browse and pay, running advertising content generated by the club. LCD is the right tool at that distance: standard panel sizes, close viewing without visible pixel structure and a lower cost per screen. Where a client wants a tiled array instead, our LCD video walls page covers the trade-offs against LED.
Mixing the two technologies in one store is common in club retail. The LED wall carries the atmosphere and the big moments; the LCDs carry product and price messaging where people are making a decision.
Installation and integration with the club’s control system
Every screen in the store, LED and LCD, takes its content from the control system Liverpool already ran. That was a condition of the project, not an afterthought. It kept training to a minimum, let the club schedule content the way they were used to, and avoided a second content platform for the retail team to maintain.
The result is a store where the displays feel like part of the building. Fans watch goals from the terrace seats, the club runs its own adverts between clips, and on event days the wall becomes a giant games screen. Our retail LED display buying guide goes through the questions we ask before specifying a store wall like this one.
Other Dynamo football club LED installations
Liverpool later came back to us for an outdoor screen. The Liverpool FC outdoor LED display is a 3.9 mm pitch high-brightness screen on the ticket-office fascia at Anfield, fitted to an existing steel frame in about a day and a half on site and driven by a NovaStar TU15 Pro with ambient-light sensing.
Elsewhere in the Premier League we have delivered the LED screen installation at Arsenal Football Club and the curved LED arch display in the Manchester City directors’ box. For the wider picture on pitch-side, concourse and fascia screens, see our guide to stadium LED screens and displays.
Liverpool FC LED Video Wall: Frequently Asked Questions
Does Anfield have a big screen?
This case study covers the screens inside the Liverpool FC superstore at Anfield, not the stadium bowl. The store has a 20 square metre, 3 mm pitch LED video wall showing match footage and advertising, plus nine LCD screens. Dynamo also installed an outdoor 3.9 mm LED display on the ticket-office fascia outside the ground, which has its own case study.
How big is the LED video wall in the Liverpool FC store?
The wall is 20 square metres at a 3 mm pixel pitch. It sits above the mini terrace so it can be seen from all round the store, and it is wide enough to show full-frame match footage with club branding on either side. It was installed by Dynamo LED Displays and runs from the club’s existing control system.
What pixel pitch suits a retail store video wall?
Most store walls sit between 2.5 mm and 3.9 mm. A useful rule of thumb is that the pitch in millimetres roughly equals the minimum comfortable viewing distance in metres, so a 3 mm wall looks clean from about three metres. Pick the pitch from where the nearest customer will stand, not from the wall size.
Can a store LED wall show live match content and games?
Yes. The Liverpool wall shows match footage and club advertising scheduled through the club’s own control system, and an Xbox can be plugged in for events so fans can play on the big screen. Any source the control system or processor accepts can be shown, from live broadcast feeds to a laptop or console.
Why combine LCD screens with an LED video wall?
LED is the right choice for one large, seamless, bright picture that is viewed from a few metres away. LCD is cheaper per screen and is viewed comfortably at arm’s length, so it suits point-of-sale messaging in the aisles. In the Liverpool store the LED wall carries the atmosphere and nine LCD screens carry product and price content.
Who installed the LED screens at the Liverpool FC superstore?
Dynamo LED Displays supplied and installed the LED video wall and the nine LCD screens in the club store at Anfield. The displays were integrated with the club’s existing control system so the retail team could schedule content without new training. The case study was first published in August 2017 and updated in September 2026.
Get a quote for a retail or club-store LED video wall. Tell us the wall size and where the nearest viewer will stand and we will come back with a specification and price: contact Dynamo LED Displays or call 020 3489 9878.
