Corporate AV: Dynamo Creates 23-Million-Pixel 360-Degree LED Room at BAT Headquarters
Dynamo LED Displays completed a 360-degree LED installation at British American Tobacco’s London headquarters, creating a nearly 23-million-pixel continuous display built into the room’s original design.
According to Dynamo LED Displays, as reported by invidis.com, the company completed a 360-degree LED installation at British American Tobacco’s London headquarters, wrapping a room in a continuous display surface of nearly 23 million pixels. The room at BAT’s headquarters was designed around the installation rather than fitted with a conventional set of separate video walls.
The display measures 34.72 meters (113.9 feet) wide and 2.48 meters (8.1 feet) high, forming a single canvas with a resolution of 17,920 by 1,280 pixels. By extending imagery across the full perimeter, the system allows content to run as one uninterrupted visual surface instead of being split between individual screens.
The installation uses 350 Dynamo DRE Series fine-pitch LED cabinets with a 1.93 mm pixel pitch, arranged in a 70-by-5 configuration that covers approximately 86.1 square meters. A NovaStar H5 processing system manages the full canvas. Power distribution was planned into the build, with a maximum electrical load of 59.5 kW spread across 30 circuits.
Structural support, electrical infrastructure, and thermal requirements were incorporated into the room’s original design. Coordinating the display engineering, processing, and creative content systems was necessary to deliver a consistent image across the entire space, a task made more straightforward because the building infrastructure was developed to accommodate the LED surface from the outset.
Beyond its use for Formula 1 content, the room also has holiday uses: at Christmastime, the room transforms into a festively decorated setting. The project shows how fine-pitch LED can be built into a corporate interior as a defining architectural element when the space is planned around the display.