An immersive LED experience at Aston Martin’s flagship Q New York
When Aston Martin opened its first ultra-luxury flagship Q New York in June 2023 at 450 Park Avenue, the goal was simple yet ambitious. Give clients the chance to touch real material samples and instantly see their exact choices brought to life on screen, in photorealistic detail and different real-world environments. No more imagining how a particular leather or paint finish would look. Just a genuine “see it before you buy it” experience that feels immersive and true to life.
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Immersive LED video wall brings physical materials to life in real time
In the heart of The Great Room, clients sit at a large table surrounded by physical colour and trim samples. They pick up a leather swatch or metal finish, place it down, and the system instantly renders their chosen Aston Martin with those exact materials. The car then appears life-size on the wall, viewable from every angle, and can be placed in different settings such as busy city streets, winding mountain passes or high-speed race tracks.
digiLED designed and installed two custom digiTHIN HD LED displays to deliver that vision.
This turns what used to be a flat configurator into a true sensory experience. Clients collaborate with the Q by Aston Martin team on site and can even link live to designers back at Gaydon in the UK. The result feels less like buying a car and more like commissioning a one-off piece of automotive art.
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Precision colour calibration for true-to-life visualisation
The centrepiece is a 10 m x 3.375 m digiTHIN HD screen with a 1.5 mm pixel pitch. Its fine pitch and frameless design create a completely seamless surface that disappears into the room, letting the content take centre stage.
Because colour accuracy was non-negotiable for Aston Martin’s ultra-luxury clients, we factory-calibrated the entire wall to match real-world materials under the showroom’s lighting conditions. Every subtle shade of leather, wood grain or metallic paint looks exactly as it does when you hold the sample in your hand.
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Brompton processing technology delivers flawless interactive car configuration
To power this level of realism and responsiveness we used Brompton R2 receiver cards throughout the panel, paired with Tessera SX40 processing units and Tessera XD data distribution units.
The system runs at 10-bit with full redundancy and requires three SX40 processors to run the display, ensuring maximum reliability and consistent performance in a high-end environment.
The screen handles HDR content smoothly and maintains consistency even when the showroom lighting changes throughout the day. It simply performs without drawing attention to itself, which is exactly what a luxury space needs.
Outstanding colour accuracy and extended greyscale at low brightness levels, so dark interiors and subtle finishes still show every detail.
Advanced on-screen colour adjustment and dynamic calibration tools that keep the image perfectly matched to the physical samples at all times.
Ultra-low latency, which means colour or material changes appear instantly as clients experiment – no waiting, no lag time.
Clean, reliable signal distribution across a large-format wall, making the system straightforward to install and easy to support long term.
Street-facing 2.6mm digiTHIN HD display – capturing attention on Park Avenue
Facing out onto one of Manhattan’s busiest corners, we also installed a 5.5 m x 3.09 m digiTHIN HD screen with a 2.6 mm pixel pitch. This display runs engaging, high-resolution content showcasing the latest Aston Martin models, from the DB12 to the Valkyrie AMR Pro.
It turns the corner of 450 Park Avenue into a permanent brand statement. Passers-by get a clear, vibrant view of the cars even in bright daylight, while the seamless design keeps the focus firmly on the vehicles rather than the technology.
Explore our LED productsWhy premium fine-pitch LED displays are changing luxury retail showrooms
Projects like Q New York show how far LED technology has come in premium retail and automotive spaces. A well-specified fine-pitch LED video wall does more than show pictures. It bridges the gap between physical samples and digital visualisation, giving clients confidence in their choices and making the whole specification process more enjoyable and collaborative.
At digiLED we specialise in exactly these kinds of ambitious, colour-critical installations. Our digiTHIN HD range is built for environments where image quality and reliability cannot be compromised.
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From design to installation: digiLED’s bespoke approach to high-end LED solutions
Every element of the Aston Martin installation was handled as a fully custom project. From the initial design discussions and precise colour calibration through to on-site installation and final commissioning, we worked closely with the Aston Martin team and their partners to make sure the displays met the exacting standards of a flagship Q location.
Our 5-year standard warranty on the core range, combined with full lifecycle support, gave the client confidence that the screens would continue performing at the highest level for years to come.
The results: a benchmark immersive experience for Aston Martin clients in New York
Since opening, Q New York has set a new standard for personalised luxury car retail. Clients no longer configure on a tablet. They experience their future Aston Martin in full size, perfect colour and realistic surroundings, all while surrounded by the tactile luxury of real materials.
The combination of physical samples and our calibrated LED walls has helped turn the growing demand for Q by Aston Martin bespoke commissions into a smooth, memorable journey.
If you’re planning a flagship showroom, immersive retail space or any high-end environment where image quality and colour accuracy really matter, we’d be happy to talk through what’s possible with digiLED technology.
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FAQ’s
What does digiLED do?
At digiLED, we partner closely with system integrators, consultants, architects & designers to bring ambitious, fully bespoke LED screen projects to life.
This involves creating products from scratch, with deep knowledge of every raw component, hands-on management of the supply chain and production, & real expertise in product design, structural engineering & quality control.
Where does digiLED operate?
Over the years we've delivered many of the world's most high-profile and technically demanding LED screen installations.
digiLED was born in the UK, and our global headquarters remains just outside London - home to a cutting-edge showroom, repair centre, warehousing, training and design hub.
We also operate a dedicated team in the United States from our Las Vegas Pixel Depot Showroom, which includes repair facilities, training spaces and warehousing.
Beyond that we maintain offices and teams in Japan, across Europe, and at our digiLED Tech Hub in Shenzhen.
What LED screen applications does digiLED cover?
We deliberately target the top 20% of the market – the projects that demand the very best in terms of quality, reliability and longevity.
That means using only top-tier components and building LED screens to the highest possible standard. Yes, it can make us more expensive than the mass-market options, but that’s exactly why we’re the right choice for the jobs that really matter.
Our sweet spot is the complex, the custom, the non-flat: screens that wrap around curves, climb walls, bend corners, and create something truly unforgettable.
We specialise in:
- Immersive experiences
- Sports stadiums
- Arenas & live events
- TV studios & broadcast environments
- DOOH & high-impact digital signage
Why choose digiLED for your next LED screen project?
We’re more than a supplier – we’re your safety net.
We stay close to the process with boots on the ground: hand-picking the finest components, working with only the best production partners, and personally overseeing R&D, prototyping, QC, factory acceptance testing (FAT), logistics and project delivery.
It’s why our customers don’t just work with us once – they keep coming back.
What is digiLED ZEUS®?
digiLED ZEUS® is the world's first patented technology that completely eliminates wasted standby power on LED screens. When the screen is black, it uses literally ZERO watts.
digiLED ZEUS® allows the automated on/off power cycles of LED screens and can be used on displays of any shape and size across all display applications.
It's already won multiple awards and is helping clients around the world significantly cut their energy bills and shrink their carbon footprint.
ZEUS is now live in 130+ global LED screen projects.
More details here: https://www.digiled.com/digiled-zeus/