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A well‑specified retail LED display does more than look good — it drives footfall, increases dwell time and enables high‑impact storytelling across your estate. This guide gives retail design teams a clear, defensible process to translate brand objectives into robust technical specifications that perform in the real world.
We start with strategy, then work down to pixel pitch, brightness, control and integration — so you can brief stakeholders, align suppliers and deliver consistently excellent results.
Who this guide is for
Retail design agencies, brand experience teams and consultants delivering window, in‑store and architectural LED installations across single sites or multi‑store roll‑outs.
Start with strategy: align display choice to one primary goal
Most successful programmes optimise for one dominant outcome:
- Attraction — turn passers‑by into visitors (shopfront/window).
- Immersion — elevate perceived quality and brand presence (interior features).
- Interaction — prompt discovery and action (interactive walls/floors, guided journeys).
Agree that primary goal before talking pixels. It will determine technology type, key specs, budget levers and content approach.
Technology map: match the goal to the right LED
1) Attraction — windows and façades (shopfront)
Recommended (when you need to preserve views into the store): Transparent LED (film or grid) to animate the glass while maintaining sightlines to product displays.
- Transparency (%): ranges vary by product; higher transparency preserves the open feel and product sightlines.
- Brightness (cd/m² or “nits”): specify high brightness for sun‑lit windows and enable automatic ambient‑light sensing. “Nit” is the common name for candela per square metre (cd/m²).
Design notes: coordinate early with glazing, mullions and landlord requirements. In the UK, align proposals to local policy and professional guidance on illuminated advertisements (e.g., ILP documents).
Alternative: High‑brightness interior LED behind glass (DX Series)
If maintaining a clear view into the store is not essential, an interior high‑brightness LED wall positioned directly behind the shopfront glazing can deliver maximum impact, deep blacks and premium contrast — all while keeping the hardware in a clean, serviceable indoor environment.
- When to choose: flagship content where visual punch and contrast matter more than transparency (e.g., hero campaigns, cinematic brand films, seasonal takeovers) or where planning/heritage constraints favour internal solutions over external fixtures.
- Specs to lock early: brightness with ambient dimming, pixel pitch selected for the footpath‑to‑glass viewing distance, and a plan for reflection control (anti‑reflective glass/film, black masking, set‑back).
- Integration tips: allow a modest set‑back from the glazing to reduce reflections and moiré, provide ventilation paths, and confirm front‑service access. For interiors, Dynamo’s DX Series can mount directly to a suitable wall structure, reducing depth and secondary framework cost.
Example: At Sotheby’s International Realty, London, we deployed a high‑brightness 2.6 mm interior LED wall (approx. 6 m × 2 m) facing the window to capture street attention, with content managed centrally via our cloud CMS.
2) Immersion — interior feature walls
Recommended: Fine Pixel Pitch (FPP) LED (e.g., P1.x–P2.x); consider curved/bespoke cabinets where the architecture demands continuity.
- Pixel pitch & viewing distance: begin with a practical rule‑of‑thumb, then validate with the AVIXA DISCAS standard and calculator to ensure content legibility for the nearest viewers.
- Colour/refresh: specify high refresh and calibrated colour uniformity for camera‑friendliness and a premium finish.
- Mounting: Dynamo’s DX Series can mount directly to a suitable wall structure, reducing depth/cost where appropriate (confirm fixings, tolerances and service access).
3) Interaction — guided discovery & experiential floors
Recommended: Interactive LED floors and walls (sensor or multi‑touch) with real‑time engines where needed.
- Durability: floor tiles must be engineered for heavy footfall and trolleys; specify protective face technologies (e.g., resin‑coated/GOB surfaces) and verify load ratings with the manufacturer’s data sheet.
- Responsiveness: low‑latency sensing and clean hand‑off to content — prototype the interaction paths.
- Content: plan content states (idle, attract, engage, exit) to avoid cognitive overload and maintain accessibility.
From the field — notes by Daniel Reynolds
On retail windows, orientation matters. A south‑facing shopfront through glass will require dramatically more luminance at midday than the same façade on a shaded street. We always enable ambient‑light‑based dimming and tune the day/night brightness levels with the client so the display is vivid at noon and comfortable after dark.
For interior features, we map closest‑viewer distance and sightlines first, then size/resolve the canvas with a DISCAS check. We like to provide the highest resolution possible with the client’s budget. While higher resolution is always better, our standard is to ensure that individual pixels cannot be distinguished at the minimum viewing distance.
Specifications that matter (and how to brief them)
Pixel pitch & resolution
Pixel pitch is the distance between pixel centres; smaller pitch increases pixel density. Correlate pitch to the closest viewing distance and validate with AVIXA DISCAS for the intended task (e.g., “information” vs “analytical” viewing).
Brightness (nits / cd·m⁻²) and dimming
1 nit equals 1 cd/m² (luminance). Specify ranges by zone (window vs interior) and insist on automatic dimming. For public‑facing media, align with recognised guidance on the brightness of illuminated advertisements and be a good neighbour after dark.
Resolution per cabinet (not per m²)
When comparing systems, look at resolution per cabinet and how cabinets combine to reach your final canvas resolution. This keeps pixel math easy to gauge and helps you judge legibility at the nearest viewing distance.
Fitting windows precisely
Where frames or spaces demand it, our DX Series allows mix‑and‑match cabinet sizes to achieve near‑perfect window fits without compromising service access.
Transparency (for window solutions)
Typical ranges vary by product and pixel pitch. Balance transparency against brightness and content legibility for daylight conditions; prototype against the actual glazing where possible.
Control, CMS and monitoring
- Controllers: Dynamo works extensively with NovaStar for reliable processing, monitoring and redundancy options.
- Dynamo CMS: operate cloud‑based (multi‑site remote control) or local (on‑site updates) depending on IT/security posture.
- Operations: schedule campaigns, apply day‑parting and monitor health (alerts on temperature, data links and cabinet status).
Service, warranty & lifecycle
- Baseline: 3‑year Return‑to‑Base warranty on purchases; optional full‑service contracts (24–48‑hour response) available upon request.
- Maintainability: plan access for module/power replacement; align spare‑part strategy to roll‑out scale.
| Technology | Primary goal | Best location | 3 specs to lock early | Notes |
|---|---|---|---|---|
| Transparent LED (film/grid) | Attraction | Window / façade | Transparency, brightness, pixel pitch | Enable ambient dimming; prototype content for daylight legibility. |
| High‑brightness interior LED (DX behind glass) | Attraction | Inside window behind glazing | Brightness & dimming, pixel pitch vs footpath distance, reflection control | Max visual impact; indoor service environment; use when transparency isn’t required. |
| Fine Pixel Pitch LED | Immersion | Interior feature wall | Pitch ↔ viewing distance, colour uniformity, refresh | Validate with AVIXA DISCAS; tune brightness for interior comfort. |
| Curved / Bespoke | Immersion | Architectural features | Curvature radii, cabinet geometry, service access | Model on BIM; confirm tolerances and build sequence. |
| Interactive LED wall/floor | Interaction | Zones for play / guided journeys | Load rating & face protection, latency, content states | Prototype interaction; include DDA‑friendly cues and signage. |
Compliance & community considerations (UK)
- Planning & brightness: UK local authorities commonly reference professional lighting guidance (e.g., ILP PLG05) for illuminated advertisements, including digital displays.
- Ambient‑based control: avoid fixed “nit” targets at night; use sensors to adapt to ambient conditions and reduce light spill.
Measuring impact (so ROI isn’t a guess)
- Define the KPI up front (store entries, dwell time near a category, attachment rate, scan‑to‑basket, etc.).
- Run a pilot: A/B one store or one window for two weeks; instrument footfall, POS and UTM‑coded QR outcomes.
- Benchmark carefully: Industry bodies and trade groups report uplift in sales and reduced perceived wait times with well‑executed digital signage; validate on your estate.
Procurement checklist (copy/paste into your brief)
- Primary goal agreed (Attraction / Immersion / Interaction).
- Audience map + closest viewing distance documented (DISCAS check complete).
- Window/interior zoning with brightness targets and ambient dimming curve.
- Pixel pitch shortlisted with rationale; sample viewed at intended distance.
- Transparency requirement (if window) + content legibility test in daylight.
- Structural, ventilation and service access confirmed with fit‑out/M&E.
- Control & CMS approach selected (NovaStar + Dynamo CMS cloud or local).
- Warranty and service plan aligned to estate size (3‑year RTB baseline).
- Planning/local policy check complete; neighbour‑friendly night‑time operation.
Recent work (credibility snapshot)
- Sotheby’s International Realty, London — high‑brightness facing LED window (approx. 6 m × 2 m, 2.6 mm) plus internal feature displays; all screens controlled via cloud CMS.
- Louis Vuitton x Kusama at Harrods —Collaboration with Louis Vuitton x Kusama at Harrods featuring an LED window display and indoor screens behind mirrors.
Retail LED FAQs
How do I pick the right pixel pitch for an interior wall?
Start with the closest viewing distance, then validate the size and resolution with the AVIXA DISCAS standard and calculator to keep text and images readable where shoppers actually stand.
How bright should a shop window LED be?
Specify high daytime luminance and automatic ambient dimming. In the UK, councils often reference professional guidance for illuminated advertisements — align your control curve accordingly and reduce light spill after dark.
What transparency should I choose for a transparent LED shopfront?
Balance openness and legibility. Transparency varies by product and pixel pitch. Mock up content against your glazing in daylight before committing.
Do I need a special frame for interior walls?
Not always. Dynamo’s DX Series can mount directly to a suitable wall structure, reducing depth and cost where appropriate. Confirm fixings, tolerances and service access during design.
Which controllers and CMS do you use?
We commonly deploy NovaStar processing. For content, Dynamo CMS supports cloud‑based or local operation, enabling both multi‑site management and on‑premise updates.
How do I justify ROI?
Define one KPI (e.g., footfall uplift at the entrance) and run a two‑week A/B pilot. Industry sources report sales uplift and reduced perceived wait times with well‑executed digital signage — measure on your estate to confirm.
Are interactive LED floors robust enough for retail?
Yes — specify tiles with rated load capacity and protective face technology (e.g., resin/GOB), and verify certification. Prototype the interaction and include DDA‑friendly cues.
Do you provide warranty and service?
Yes. Standard purchase warranty is 3‑year RTB; optional full‑service contracts with 24–48‑hour response are available upon request.
Where to next
- Retail LED video walls
- DX Series (direct wall‑mount where structure allows)
- DRX Outdoor LED (0.9–3.9 mm)
- Transparent LED glass
- Interactive LED floors
- NovaStar controllers for retail
- Dynamo CMS (cloud & local)
- Retail case studies
Talk to a specialist
Ready to turn your retail concept into a standards‑aligned installation with measurable impact?
Call Dynamo LED Displays — +44 (0)203 489 9878 · www.dynamo-led-displays.co.uk
Offices: 146a Brick Lane, London, E1 6RU · Rowan House, Long Toll, Oxfordshire, RG8 0RR
