Excel Media
World Travel Market — 18m LED Screen Installation
An 18-metre U-shaped LED screen installation spanning the concourse above Hall 18 at ExCeL London, delivering 8K content across three seamless displays for the Saudi Arabian Government at World Travel Market.
Design
The creative brief
Excel Media needed something impossible: a single LED installation that would stop every delegate in their tracks at World Travel Market. Acting on behalf of the Saudi Arabian Government, the brief demanded nothing less than total visual dominance over the Hall 18 concourse at ExCeL London.
Pixelhut designed a 12m x 4m back screen flanked by two 3m x 4m side screens, forming a seamless U-shaped display suspended at 10 metres above the concourse floor. The 18-metre span required a bespoke structural solution, not just rigging, but full engineering sign-off.
Campbell & Reith were appointed as structural engineers. Every load calculation, every connection point, every crowd-loading scenario was modelled, reviewed and signed off before a single piece of steel was ordered.
Detailed visualisations confirmed sightlines from every approach angle, proving the installation would command attention from the moment delegates entered the concourse. The design was locked with full structural calculations and a comprehensive rigging plot.
Plan
Our technical approach
Pixelhut does not troubleshoot onsite. Every element of this installation was prepared, tested and proven before it left the warehouse.
All LED panels were pre-configured and screen-mapped in NovaStar SmartLCT, with each panel's exact position in the U-shape array programmed and verified against the design layout. When those panels arrived at ExCeL, they were ready to plug in and go.
Signal processing was built around four Novastar MCTRL 4K controllers: two live, two on full standby. If anything failed mid-show, the switchover would be instant and invisible. No single point of failure.
Content playback used three networked BrightSign media players delivering synchronised 8K content across the entire U-shaped display. All three players were frame-locked to ensure seamless visuals from every viewing angle.
Logistics were locked down: flatbed transport for the 16-metre Total Fabrications Maxibeam truss, scaffolding sections pre-cut to spec, and six tonnes of concrete ballast blocks allocated for structural stability.
Deliver
The end result
The Pixelhut production crew executed a tightly managed build at ExCeL London. No surprises, no scrambling, because the preparation was already done.
Scaffolding was erected at each side of the concourse. The 16-metre Maxibeam truss was lifted into position spanning the full width. Six 1-ton chain motors took the weight of the back screen; two motors per side screen provided precise, balanced load distribution.
Six tonnes of concrete ballast blocks were positioned at the base, locking the structure in place.
LED panels were installed, cabled and powered up. The dual-redundant Novastar processing went live with zero switching issues. The three networked BrightSign players delivered perfectly synchronised 8K content from first power-on.
The installation ran for the full duration of World Travel Market with zero downtime. No faults, no failures, no compromises. A 72-square-metre LED centrepiece that delivered exactly what was promised.
Project Details
Project Logistics
LED panels pre-configured and tested in warehouse before dispatch
Screen mapped in NovaStar SmartLCT before dispatch
Flatbed transport arranged for 16m Maxibeam truss and scaffolding
Concrete ballast blocks specified at 1 tonne each
Approx. 6 tonnes total ballast for structural stability
Structural design reviewed and signed off by Campbell & Reith
Dual-redundant Novastar MCTRL 4K processing (2 live + 2 standby)
Three networked BrightSign players for synchronised 8K playback
Project Gallery
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