Dynamo Builds 23-Million-Pixel 360-Degree LED Room at BAT HQ
2026-11-07 · via invidis
Dynamo LED Displays has completed a 360-degree fine-pitch LED installation at British American Tobacco's London headquarters, wrapping visitors in a continuous display surface of nearly 23 million pixels. For operators who deal with the usual headaches of retrofitting LED into existing rooms, the project is notable mainly for the opposite reason: the room was built around the display, not the other way around.
According to the announcement, the installation measures 34.72 meters (113.9 feet) wide and 2.48 meters (8.1 feet) high, covering about 86.1 square meters and wrapping fully around the room. It uses 350 Dynamo DRE Series fine-pitch LED cabinets at a 1.93mm pixel pitch, arranged in a 70-by-5 grid, to produce a single canvas at 17,920 by 1,280 pixels. A NovaStar H5 processing system drives the whole surface as one continuous image rather than as a set of separate video walls.
Power is a real part of the story here. Dynamo says the system draws a maximum of 59.5 kW, spread across 30 circuits. That is the kind of load that normally forces compromises when a display gets shoehorned into a finished space. In this case, the company says structural support, electrical infrastructure and thermal planning were worked into the room's original design, so the building's systems were sized for the LED installation from the start rather than retrofitted later.
Content for the space was developed by Pixel Artworks. The release mentions Formula 1-related content and a holiday version of the room that switches to festive decoration at Christmas, suggesting the canvas is built to run multiple content programs through the year rather than a single fixed loop. The announcement does not say what content management or playback system handles that switching, nor does it give a timeline for when the installation went live or what it cost.
For the corporate AV and digital signage trade, the project is another data point in a trend that has been building for a few years: fine-pitch LED moving out of boardrooms and lobbies and into fully wraparound, architecturally integrated environments. That shift raises the bar for what counts as a flagship corporate display, but it also raises the stakes for planning. A project like this only works because the building and the display were designed together from day one. For anyone looking at a similar install in an existing building, the BAT project is as much a lesson in early-stage coordination between architects, electrical contractors and AV integrators as it is a showcase for pixel density.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
The installation at BAT's London headquarters surrounds visitors with 86 square meters of fine-pitch LED, combining a continuous display surface with immersive content developed by Pixel Artworks.
Dynamo LED Displays has completed a 360-degree LED installation at British American Tobacco’s (BAT) London headquarters, creating a corporate environment surrounded by a continuous, nearly 23-million-pixel display surface.
The installation measures 34.72 meters (113.9 feet) wide and 2.48 meters (8.1 feet) high, wrapping around the room to create an immersive visual environment. Unlike conventional corporate video walls, the display was incorporated into the room’s original design, with structural support, electrical infrastructure, and thermal requirements planned around the installation.
The result is a single LED canvas with a resolution of 17,920 by 1,280 pixels, allowing content to extend across the room rather than being divided among separate display surfaces.
A walkthrough of the 360-degree LED installation at BAT’s London headquarters can be seen in a YouTube video .
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The installation uses 350 Dynamo DRE Series fine-pitch LED cabinets with a 1.93 mm pixel pitch. The cabinets are arranged in a 70-by-5 configuration, covering a total display area of approximately 86.1 square meters.
A NovaStar H5 processing system manages the full 17,920-by-1,280-pixel canvas, enabling the display to operate as one continuous visual surface.
Power distribution was another important consideration with the system having a maximum electrical load of 59.5 kW, distributed across 30 circuits. Since the room was designed around the LED installation, the team could accommodate these requirements during construction rather than address them through later modifications.
One of the BAT project’s distinguishing features is its approach to integrating the display into the architecture.
Large LED installations introduce structural, electrical, and thermal considerations that may be challenging to accommodate when displays are retrofitted into existing rooms.
In this case, however, the building infrastructure was developed to support the installation from the outset, allowing the LED surface to become a defining element of the interior.
The project also required coordination between the display engineering, processing and creative content systems to deliver a consistent experience across the entire room.
Beyond the Formula 1 content, there is already something for the holidays: At Christmastime, the room transforms into a festively decorated setting.
For the professional AV industry, the installation provides another example of how fine-pitch LED is moving beyond conventional presentation walls into fully integrated corporate environments.