Sotheby’s Knightsbridge Flagship – One Hyde Park LED Screen Installation
Project Overview: In June 2025, United Kingdom Sotheby’s International Realty unveiled a new flagship showroom at One Hyde Park in Knightsbridge, one of London’s most eminent addressessothebysrealty.co.uk. Once home to a McLaren automotive showroom, this space now also hosts the Diriyah House Experience Centre – an exhibition hub for Saudi Arabia’s historic Diriyah project sothebysrealty.co.uk sothebysrealty.co.uk. Sotheby’s goal for this showroom was to create a high-impact visual centerpiece that would reflect the partnership with Diriyah and grab the attention of the affluent foot traffic in Knightsbridge. The solution was a 6-meter wide digital wall that could broadcast stunning real estate videos, high-definition property photos, and branding content, all in a seamless loop. This giant LED screen serves both as a modern marketing tool for showcasing prime properties and as a digital window into Diriyah’s cultural heritage content – truly bridging luxury real estate with immersive storytelling.
Technical Highlights: The Knightsbridge LED video wall was built using Dynamo’s DX Series panels with a 2.6mm pixel pitch, delivering crisp imagery even at close viewing distances. Some key specs of the screen include:
Screen Size: ~6.0m (W) × 2.0m (H), filling the front display area of the showroom
Resolution: 2304 × 768 pixels – a wide format that vividly renders content in high detail
Brightness: 3,500 nits, ensuring the visuals remain bright and clear even in direct sunlight through the shopfront window
Refresh Rate: 3840Hz for flicker-free video playback (ideal for both human eyes and on-camera appearance)
LED Technology: High-quality SMD LEDs, known for vibrant colour and reliability, configured with robust build quality to withstand continuous operation
Viewing Angle: 160° horizontal / 160° vertical, meaning the screen’s content is easily visible from acute angles and draws attention from across the street
Such specifications mean the Sotheby’s Hyde Park LED screen can effortlessly turn heads on busy Knightsbridge sidewalks. The ultra-high brightness and wide viewing angles are particularly important, given that the display is positioned behind a street-facing glass facade in an area that receives ample sunlight. Even on bright days, passersby can clearly see the dynamic content, which helps attract them into the showroom.
Integration & Installation: Incorporating a large LED wall into a luxury showroom required careful design and engineering. Dynamo LED’s team was involved from an early stage, working closely with architects and interior designers to ensure a sleek fit. In fact, the LED structure was suspended from the ceiling using existing rigging points – a clever reuse of the very fixtures that once held a Formula 1 race car when the space was a McLaren showroom. A custom header bar and frame were engineered to mount the LED cabinets securely to these points, allowing the 6m x 2m screen to hang perfectly aligned. The display was then recessed into a custom-built enclosure, creating a flush finish that conceals the supporting frame and blends with the showroom’s refined decor. The interior design by Harlequin Design seamlessly integrates the screen: when it’s off, it sits as a sleek black panel within the wall, and when it’s on, it becomes a lively digital centerpiece that complements the luxury fittings around it.
This installation was completed over a 3-day period (March 31 – April 2, 2025) by a skilled crew of five, including certified riggers who managed the overhead suspension. Despite the technical complexity – from aligning multiple LED cabinets to configuring control systems – the process was executed with minimal disruption. By the time the showroom officially opened on June 9th, the LED wall was fully operational and calibrated for impactful visuals.
Content & Usage: The content strategy for the Knightsbridge LED wall centers on showcasing high-end real estate visuals and co-branded marketing material. UK Sotheby’s International Realty can display ultra-HD videos of their most prestigious properties – think sweeping drone footage of mansions and virtual tours of luxury apartments – as well as slideshows of property photos and branded animations highlighting the Sotheby’s and Diriyah logos. Because the showroom also serves as an experience center for Diriyah, the screen features content related to Diriyah’s developments and cultural heritage, providing an immersive introduction to Saudi Arabia’s “City of Earth” for visitors in London.
All this content is managed through Dynamo’s cloud-based CMS (Content Management System), known as Dynamo CMS. Via a user-friendly web interface, the Sotheby’s marketing team can dynamically update what’s on the screen – whether scheduling specific playlists, quickly swapping in new property videos, or adjusting the rotation to coincide with events and promotions. Content can be pre-scheduled or manually triggered, giving the client full control. The LED wall is driven by a Novastar Taurus series controller, a reliable system that handles the high-resolution video input and ensures smooth playback on the large canvas. (Notably, the signal is distributed internally – no extra HDMI or SDI inputs were needed, as the content is uploaded and played from the dedicated media player in the CMS setup.)
Impact on Branding & Engagement: This Knightsbridge installation has significantly elevated the Sotheby’s brand presence in one of the world’s most luxurious retail locales. By investing in a towering, state-of-the-art digital display, Sotheby’s sends a clear message of modernity and innovation, aligning with the high-tech, high-luxury image that resonates with their clientele. The screen’s prominent placement and mesmerising content have been effective in drawing increased foot traffic; many pedestrians stop to watch the property videos or inquire about what’s being showcased. Inside the showroom, the LED wall adds a wow-factor for clients – it creates an immersive atmosphere where properties are not just discussed but also vividly presented on a cinematic screen.
Importantly, the LED screen also acts as a storytelling medium for the Sotheby’s-Diriyah partnership. It visualises the connection between London’s prime real estate market and Saudi Arabia’s Diriyah giga-project. For instance, while one moment the screen might be displaying an £20M penthouse listing in Knightsbridge, the next it could be showing the master plan of Diriyah’s heritage development or a cultural video. This interplay enhances Sotheby’s role as a global lifestyle broker, not just a local estate agency. According to feedback from the client, the reaction from both their team and visitors has been overwhelmingly positive – they’ve noted that the dynamic screen often becomes a conversation starter and leaves a lasting impression on guests. Given the success of this Sotheby’s Hyde Park LED screen at engaging a luxury audience, it set the stage for rolling out similar digital experiences in other branches – the first of which was just weeks away, at Kensington.
Sotheby’s Kensington Church Street – High-Resolution LED Video Wall
Project Overview: Hot on the heels of the Knightsbridge project, UK Sotheby’s International Realty opened a new flagship office at 48–50 Kensington Church Street in spring 2025 sothebysrealty.co.uk. This location officially opened on May 9, 2025, and was established to serve affluent areas like Kensington, Notting Hill, Holland Park, and Bayswater – marking the brokerage’s expansion into Central West London. With a fresh, sleek interior and a mission to impress a new generation of discerning clients, Sotheby’s sought to incorporate another impactful digital centerpiece here. The goal was similar: use a vibrant LED screen to showcase listings and branding, thereby enhancing the visual appeal of the real estate showroom and drawing in foot traffic from the street. However, the Kensington space called for a more intimate installation due to its layout – a slightly smaller but even higher-resolution display that would look flawless both to people strolling by outside and to clients up close inside the office.
Technical Highlights: For the Kensington office, Dynamo LED supplied a DYF Series LED screen with an ultra-fine pixel pitch, ideal for close viewing distances in an indoor setting. Key technical details of the Sotheby’s Kensington Church Street LED screen include:
Screen Size: ~1.8m (W) × 1.01m (H), a sizable display built into the wall without overwhelming the boutique office space
Pixel Pitch: 1.2mm, a fine-pitch LED module that delivers extremely high resolution imagery (nearly photo-real quality even at a short distance)
Resolution: Approximately 1440 × 810 pixels (Near to Full HD quality) – this dense pixel count ensures even small text and intricate details in property photos render sharply
Brightness: ~2,500 nits, more than sufficient for an indoor screen that faces outward; this level of brightness means content remains visible through the window under daylight
Refresh Rate: 3840Hz, matching the Knightsbridge screen in providing flicker-free visuals and smooth motion playback
LED Technology: Flip-Chip COB (Chip-on-Board) with resin coating – the DYF series uses advanced LEDs that are coated for protection. This glue-on-board (GOB) style finish yields a smooth, durable surface (no exposed diodes) which is both aesthetically pleasing and resistant to dust or impact
Viewing Angle: 160° horizontal / 160° vertical, enabling clear visibility for people viewing from the side angles or from various points within the office
Despite being physically smaller than the Knightsbridge video wall, the Kensington LED screen is a powerhouse of clarity and precision. Its 1.2mm fine pitch is among the most advanced for commercial displays, meaning it can portray ultra-high-definition content in a relatively compact form factor. This was crucial because clients or agents may stand just a few feet away from the screen when inside – and even at that distance the image remains seamless (no discernible pixelation). Meanwhile, people outside on the sidewalk can also appreciate the bright, vibrant content from a medium distance, effectively turning the office frontage into an interactive digital billboard for luxury real estate.
Design Integration: The installation at Kensington was tailored to fit the showroom’s interior design, which is modern and sophisticated. Rather than hanging the screen, this LED display was directly mounted to the wall and recessed into a custom-built bookcase enclosure. The result is that the screen looks like an integral part of the cabinetry or wall unit – when not playing content it could be mistaken for a sleek flat panel art piece. The surround of the screen is finished in materials that match the decor (dark wood or lacquer, in line with Sotheby’s elegant style), so the technology does not disrupt the aesthetic, it enhances it. Dynamo’s team coordinated closely with Sotheby’s designers to get the measurements perfect, ensuring ventilation and access for service were accounted for while keeping the installation flush.
Since the screen sits about 4 meters back from the front window, it’s somewhat shielded from direct sunlight. However, given that it’s facing outward toward the street, ambient light was still a consideration – hence the high 2,500 nit brightness to punch through reflections. The showroom’s layout means the screen is visible as you approach the door, view from across the road and also an eye-catcher through the large windows when sat in the passing traffic. Additionally, inside the office, the display serves as a focal point in the seating area – clients can watch property videos on the big screen during consultations, which elevates the overall customer experience.
The Kensington LED wall was installed in just 1 day by a focused crew of three technicians. Thanks to the panelised nature of the DYF series and the preparation done beforehand (structural support built into the bookcase), the team was able to assemble and mount the screen quickly with minimal on-site adjustments. By April 11, 2025, the screen was up and running, well ahead of the office’s grand opening in May.
Content & Control: Much like its Knightsbridge counterpart, the Kensington LED display runs on Dynamo CMS, allowing Sotheby’s staff to easily control what’s being shown. The content strategy here is also centered on real estate video showcases, high-resolution imagery, and branding. Given the screen’s fine detail, Sotheby’s can comfortably display slides with text (like key property features or market updates) knowing it will be legible even from outside the window. Video content – such as virtual tours of stunning interiors or cinematic reels of London neighborhoods – looks especially impressive on the 1.2mm pitch screen, with smooth playback ensured by the high refresh rate.
The NovaStar Taurus controller is used in this setup as well, keeping consistency with the Knightsbridge project. This plug-and-play LED controller handles the scheduling and real-time content feeding to the screen. Because the system is networked, updates to the Kensington screen’s playlist can be made remotely or by staff on-site through the cloud CMS. Sotheby’s marketing team can coordinate content across both Knightsbridge and Kensington locations, or tailor them individually – for example, featuring more Kensington local property showcases on the Church Street screen, while Knightsbridge might show more Diriyah or Knightsbridge-specific content. The flexibility of the CMS means the screens can always have fresh, relevant content without needing a technician to manually load files in person.
Impact & Client Feedback: The Kensington Church Street LED installation has solidified Sotheby’s innovative image in the Central West London luxury property market. From the moment it was turned on, the screen became a magnet for attention on the street – much to the delight of the Sotheby’s team, who noticed increased walk-ins by curious locals observing the looping videos from outside. The presence of a high-tech, high-definition digital display in the window subtly signals that this real estate office is a cut above the traditional; it conveys modern marketing savvy and a commitment to showcasing properties in the best light. For clients who come in, the screen helps to tell the story of each listing in a way static posters or brochures simply can’t – it’s immersive and memorable.
Sotheby’s has expressed that they are very happy with the outcome of both the Knightsbridge and Kensington projects, praising Dynamo’s professionalism and the seamless execution. While exact numbers aren’t public, the company hinted that these digital additions have enhanced the ambiance of the offices and likely contribute to a better engagement rate with visitors (people tend to spend more time in the space, enjoying the content). Overall, the LED screens have not just decorated the showrooms, but truly transformed how Sotheby’s can interact with their clientele, blending the physical and digital real estate experience.
Notably, the Knightsbridge and Kensington screens are the first two in what could become a wider initiative to bring dynamic LED displays to multiple Sotheby’s Realty offices. For now, these two stand as shining examples of how “LED for real estate showrooms” can enhance branding and customer experience in the luxury property sector.
Dynamo LED Displays – Delivering Excellence in Luxury Installations
Both of these high-profile projects were delivered by Dynamo LED Displays, leveraging our extensive expertise in bespoke LED installations. From day one, our team took on a consultative role – advising on the ideal LED technology (such as recommending the DYF Series 1.2mm for Kensington to achieve superior resolution at high brightness) and creating detailed drawings and 3D renderings to help the client visualise the end result. We even engaged riggers and structural engineers early in the Knightsbridge project to verify that the existing building structure could support the new suspended LED wall. This design consultation phase ensured there were no surprises during installation and that the solution met both aesthetic and safety requirements.
When it came to the physical installation, custom engineering was a hallmark of our approach. In Knightsbridge, we designed a bespoke mounting frame with a header bar, precisely tailored to attach to the former car-display rigging points in the ceiling. This kind of custom metalwork meant the LED screen could be securely hung without altering the historic fabric of the building. In Kensington, our team coordinated on a custom bookcase enclosure, making sure the LED modules and power supplies could fit into the millwork seamlessly, with proper ventilation and service access. These behind-the-scenes efforts highlight Dynamo’s ability to integrate digital displays into unique environments – whether it’s a ultra-modern glass showroom or a classic boutique office space.
Our installation crews are seasoned professionals who understand working in sensitive, luxury environments. We know how to get the job done efficiently while adhering to the high standards of finish that premium clients expect. The Knightsbridge install, with its larger scale and complexity, was completed in 3 days by a 5-person crew, while the Kensington install was done in 1 day by 3 experts. Both projects were delivered on time and on budget, allowing Sotheby’s to stick to their opening schedules.
Importantly, Dynamo LED Displays backs up these installations with robust after-sales support and warranty. Both the Knightsbridge and Kensington LED walls come with our standard 3-year Return-To-Base (RTB) warranty, ensuring any unlikely defects are covered and repaired. Additionally, we offered Sotheby’s the option of an extended service contract for on-site support, which includes 24–48 hour response times. This gives the client peace of mind that their investment will continue to perform flawlessly, and any maintenance needs will be promptly addressed by our team. In the world of continuous digital signage usage, having that support is key – and it’s something we pride ourselves on.
Dynamo’s proven track record of delivering prestigious LED installations also gave Sotheby’s confidence in our capabilities. We’ve spearheaded massive projects like the custom LED video displays in Dubai International Airport (DXB), where millions see our screens every year, and engineered unique solutions such as the custom LED arches at 40 Leadenhall in London’s financial district. We’ve even lit up the sports world with our displays for Arsenal Football Club’s facilities, and delivered numerous retail and corporate installations globally. In the real estate sector specifically, we’ve executed standout projects (for example, an LED media wall in Westminster Tower) that demonstrate our understanding of marrying technology with upscale realty marketing. This breadth of experience means we approach each new project – like Sotheby’s Knightsbridge and Kensington – with a rich knowledge base and a commitment to pushing the envelope of what’s possible with LED.
Conclusion
The installations at Sotheby’s Knightsbridge and Kensington showrooms exemplify how luxury LED installations in London are being used to transform high-end retail and real estate spaces. These LED video walls are more than just screens – they are dynamic canvases for storytelling, branding, and engaging an audience with visual experiences. From showcasing multi-million-pound listings in brilliant clarity to reinforcing a brand partnership through immersive content, the LED displays have become central to the showroom experience for Sotheby’s International Realty’s clients.
Such projects highlight a growing trend: forward-thinking real estate firms are adopting LED technology for showrooms to differentiate themselves in a competitive market. A well-integrated LED wall can turn a passive office into an interactive gallery of properties and ideas, capturing the imagination of anyone who walks by or steps inside. In a city like London, where innovation and tradition often intersect, these digital installations allow a venerable brand like Sotheby’s to honor its luxurious heritage while embracing modern, tech-driven marketing.
Dynamo LED Displays is proud to have been the trusted partner for these projects. We thrive on delivering solutions that not only meet technical requirements but also enhance the ambiance and purpose of a space. If you’re inspired by what these Sotheby’s offices have achieved with large-format LED screens, we invite you to explore how digital displays could elevate your own business environment. To see more examples of our work – from real estate showroom screens to corporate displays and public installations – feel free to view our online case studies. And if you have a project in mind, contact us at Dynamo LED Displays for a consultation. Together, we can light up your space in ways you never imagined, just as we did for Sotheby’s in Knightsbridge and Kensington.
