Smart AV’s Immersive AV integration for Huda Beauty in Selfridges, London


Smart AV has permanently integrated AV solutions into Huda Beauty’s new store in Selfridges, London, to create a fully immersive digital retail environment.

Audio visual specialist Smart AV worked with the exciting cosmetics brand to deliver a digital design that invited customers into the retail space in the London department store.

The company used high-resolution LED walls set in a staggered formation to achieve a unique 3D experience, which featured the brand’s stand out content in a range of formats.

Working with SignStix – a specialist digital comms platform and solutions provider – the award-winning retailer is able to display up-to-date brand content and takeover store campaigns in real-time, using one central web-based platform.

The digital integration has enabled the retailer, one of the fastest growing beauty brands on the market, to bring the key elements of their online campaign into their physical space and provide an extension of their vibrant digital presence.

“AV integration is evolving, and this project is a great example of how digital design can work as a permanent AV installation.” Says Darren Poultney, CEO and Founder of Smart AV. “The brand had so many exciting ideas, which we were able to bring to life with our AV technology and the result was an exciting space that offers the retailer a chance to stay on-brand and at the cutting-edge of technology.”

The AV integration project is just one of a number of integration projects Smart AV has been a part of in the last few years, including projects for TK Maxx, Currys PC World, Dior and Missguided.

Find out more about Smart AV’s integration service here:  and watch the video here:


About Smart AV

Smart AV is an engineer in creative event technology and AV integration. Smart AV specialises in providing high-quality indoor and outdoor LED, video walls, interactive technology, VR hardware supply and more to events, exhibitions and conferences across the world. Supplying the latest event technology products backed by expert service, the Smart AV team fuses the bridge between agency and brand creative ideas, the highest-grade event technology and the final outcome of how it works.


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