High-Street Shopfront Windows

Oxford Street is unforgiving.
High ambient light. Heavy reflections. Constant footfall. And a shopfront that has to work from early morning to late evening.

For IKEA’s Oxford Street opening, the brief was simple in principle and difficult in practice.
Make the windows do real work in daylight, without compromising the building, the street, or the brand.

We specified MS Max Bright because the environment demanded it.
This is the product family we use when 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 high-brightness options up to ~4000 nits, depending on configuration. The point is not peak output. The point is consistent visibility.

The engineering focus was stability.
High brightness amplifies weaknesses: colour drift becomes obvious, and poor power design shows up as inconsistency over time. This concept was built around stable calibration at elevated brightness, controlled power behaviour, and thermal management suited to long daily run-times in a bright window environment.

From the street, the outcome is clean.
A continuous LED surface integrated behind glazing, with content designed for quick comprehension at walking pace. Strong contrast. Brand-true colour. And no reliance on darkness to look good.

Operationally, it is designed to be boring in the right way.
A shopfront system should run all day, every day, without becoming a daily concern. This is where Megascreens’ approach matters: one accountable project owner, careful commissioning, and support that continues after the install because window-facing screens live hard lives.

Result (concept intent): a shopfront that stays visible in real Oxford Street conditions, protects brand presentation, and turns launch messaging into a reliable, repeatable asset.