Department Store - Oxford Street Shopfront

Oxford Street is a demanding environment for any display.
Daylight is aggressive. Reflections are constant. Footfall is relentless. And the content has seconds to land.

This project was built for a seasonal shopfront campaign where the windows needed to perform from morning through late trading. The goal was not spectacle for its own sake. It was controlled visibility and dependable day-to-day operation.

We specified MS Max Bright because this is exactly what it is designed for: daylight-facing shopfront windows and high-ambient retail conditions where standard indoor LED would wash out behind glass. Brightness is always selected to suit the site, but MS Max Bright supports configurations from lower-brightness builds through to up to ~4000 nits depending on configuration. The intent is consistent readability, not “maximum brightness” as a headline.

In a window environment, stability matters as much as output.
At higher brightness, small inconsistencies become obvious. This build focused on stable calibration at elevated brightness, strong contrast, and thermal and power behaviour designed for long daily run-times. It is engineered to stay visually consistent over time, even when the environment is working against it.

The installation approach prioritised clean integration.
The DV-LED surface sits behind glazing, aligned to the sightlines that matter from the pavement. No distracting framing. No visible clutter. The screen reads clearly at walking pace, and the content is free to change without changing the physical retail environment.

The result is a shopfront window that behaves like a reliable asset. It holds attention when it needs to, then disappears into the architecture when it doesn’t. And it stays operational without becoming a daily concern for store teams.