Ecovista upgrades LED window displays at Lillywhites Piccadilly
Background overview
Lillywhites is the UK’s leading sports retailer and one of London’s most historic stores, located in the heart of Piccadilly Circus – one of the busiest pedestrian junctions in the UK, with over 100 million visitors each year. With such constant footfall and a global reputation as a prime advertising destination, the store’s prominent windows provide exceptional visibility for high-impact digital media.
London Lites, who manage the advertising rights at the site, engaged EcoVista to replace two existing LED displays – one in portrait and one in landscape – that were no longer delivering the required brightness or visual impact.
Clients challenge
The existing screens were outdated and unable to cut through in one of the world’s most visually competitive locations. EcoVista was tasked with replacing two of the three window displays within an active retail environment, navigating extremely tight spatial constraints. The available depth inside the window bays was less than a metre, while access was further complicated by store layout and merchandising. Installation needed to be completed with minimal disruption in what is one of the UK’s busiest retail settings.
Our solution
Following a detailed survey, Ecovista developed two distinct engineering approaches. One display was installed using an adapted version of the existing support structure, reducing waste and avoiding unnecessary fabrication. For the other, the team designed and built a bespoke steel frame with an ultra-slim profile, constructed on-site to fit within the confined space.
All works were carried out overnight to avoid disruption to trading, with additional care taken to remove and reinstate retail fixtures to allow safe access. The new LED displays, boasting 6,500 nits brightness, ensure content stands out even in direct daylight and provide advertisers with the visibility expected at such a prestigious central London site.
The
result
The upgraded displays have transformed the windows of Lillywhites into a premium advertising canvas that delivers real cut-through in Piccadilly Circus. With brighter, more reliable technology and bespoke engineering to maximise limited space, the screens now provide a stronger, more impactful platform for London Lites and its clients. The project underlines EcoVista’s ability to deliver precision engineering and high-quality builds in logistically challenging, high-footfall retail environments.
