At Full Production, we have completed a major installation at Kia’s flagship showroom on Great West Road in Brentford, London. The project transforms one of the most visible automotive retail locations in Europe into a high-impact visual environment that combines digital display with theatrical lighting techniques.
The site, overlooking the M4 and Chiswick Flyover, already serves as a prominent landmark. Our brief was to reimagine the upper-level display, moving beyond a functional setup to create a visually engaging experience that reflects both brand identity and location prominence.
Integrating Screen And Lighting For Impact
At the centre of the installation is a large-format LED screen spanning more than 60 square metres, supported by a secondary totem display. Both are powered by NovaStar processing, delivering a significant upgrade in resolution and clarity compared to the previous system.
The lighting design was developed to complement the screen rather than compete with it. Drawing on our background in theatrical and experiential lighting, we introduced saturated colour behind and around the vehicles, while isolating the cars in controlled white light. This approach creates visual separation, depth and a sense of staging, positioning each vehicle as a focal point within the space.
The result is a coordinated environment where digital content and physical display work together, rather than as separate elements.
Virtual Planning And Sustainable Delivery
To support the design process, we developed the full environment using Depence by Syncronorm. This allowed us to share detailed pre-visualisations with the client, ensuring alignment before installation began.
Sustainability was also a key consideration. Existing equipment, including screens and lighting infrastructure, was removed and recycled under recognised certification schemes. New components, including lighting tracks, were manufactured using recycled aluminium.
Installation was completed within a 10-day window, despite the logistical challenges of working within a multi-level showroom during a busy operational period. Careful coordination with the site team ensured minimal disruption to ongoing activity.
Advanced Control And Remote Monitoring
The system incorporates 140 luminaires from CLS, combining tunable white and RGBW fixtures to provide flexibility across different visual scenarios. Control is managed through a CueCore3 from Visual Productions, with overall system integration delivered via Q-SYS.
A key feature of the installation is its remote monitoring capability. The system is continuously tracked through automated reporting, supported by camera feeds that allow our team to review performance and respond where needed. This ensures consistent output while maintaining operational efficiency.
Delivering Flexibility For Ongoing Content
The new setup provides Kia with a flexible platform for evolving content and presentation. The combination of high-resolution display and adaptable lighting allows for changes in tone, atmosphere and messaging without requiring physical reconfiguration.
For us, the project demonstrates how techniques developed in live entertainment can be applied within commercial environments to create more engaging and adaptable spaces. By treating the showroom as a stage, we were able to introduce a layer of visual storytelling that supports both brand communication and environmental design.
Supporting Experience-Led Retail Environments
As retail environments continue to evolve, the integration of digital media and experiential design is becoming increasingly important. This project reflects a broader shift towards spaces that combine function with visual engagement.
At Full Production, we continue to apply our expertise across live events, immersive experiences and commercial installations, helping clients create environments that resonate with their audiences while remaining operationally robust.
