Using Flexible LED to Connect Experience and Information

29 Apr 2026

The Hippodrome Casino is a landmark of Leicester Square, a historic venue that has long defined the pulse of Central London’s entertainment scene. Recently, this iconic space underwent a major transformation, shifting from a traditional bar area into the new, multi-dimensional Paddy Power Sports Bar. This project was far more than a simple refit; it was a complete reimagining of how a sports bar can function within a high-stakes casino environment. By incorporating additional gaming, eating, drinking, and entertainment spaces, the Hippodrome needed a visual infrastructure that could keep pace with its new, high-energy identity.

UNIFY VSN was tasked with delivering a bespoke digital experience that would ensure visibility from every angle, honouring the building’s history while pushing the boundaries of modern display technology. From flexible ticker tapes to a custom-fabricated Jumbotron, the result is an immersive environment where live action and promotional content coexist seamlessly.

Seamless Flow: The Flexible Ticker Tape Installation

One of the most striking elements of the new Paddy Power Sports Bar is the digital ticker tape that snakes through the venue. Standard flat screens often create a “stop-start” visual experience, where the message is interrupted by the architecture of the building. To avoid this, we utilised bespoke flexible LED technology to create a continuous, curved ticker tape that bends around corners and architectural features.

A Unified Visual Path

This ticker tape serves as a digital thread, linking the entrance, the main sports bar, and the specialised barbershop area. Because the LED panels are flexible, we were able to maintain a smooth and seamless display even as the walls changed direction. This ensures that live odds, sports scores, and branding are always in the customer’s line of sight, creating a constant sense of momentum as they move through the space.

Why Flexible LED Matters

In a complex layout like the Hippodrome, traditional screens would have required gaps or awkward angles. The bendy LED modules allow for a tight radius, meaning the screen follows the contour of the wall perfectly. This level of integration makes the technology feel like a part of the interior design rather than an added fixture. It provides a clean, professional finish that is essential for a premium London venue.

The Jumbotron: A Engineering Centrepiece

The crowning achievement of the project is the unique, custom-fabricated Jumbotron. Suspended as a focal point for the newly launched sports bar, this 3.5-metre diameter installation is a feat of both engineering and digital design. We designed it to be a dual-purpose “hero” feature, serving different functional needs on its interior and exterior surfaces.

The Inner Ring: High-Impact Branding

The inside of the Jumbotron features 500mm high flexible LED panels. This inward-facing ring is dedicated to high-impact promotional advertising and eye-catching “wow-factor” content. It creates a digital crown above the bar area, drawing the eye upward and providing a dedicated space for branding that doesn’t compete with the live sports coverage. The use of flexible LED here allowed us to create a perfect, seamless circle, ensuring that content flows infinitely around the inner diameter without any visible joins or bezels.

The Outer Ring: The Ultimate Sports Hub

While the interior handles branding, the exterior is all about the action. We installed 12 specialised 40-inch televisions around the outside of the Jumbotron. This configuration allows the Hippodrome to show multiple sporting events simultaneously. Whether it is a crucial Premier League match, a high-stakes horse race, or an international cricket tour, fans can keep track of every moment from any vantage point in the room. This “360-degree” visibility is a game-changer for a sports bar, ensuring that no matter where a customer is seated or standing, they have a clear view of the game.

Strategic Integration: Honouring Legacy Equipment

A key requirement for this project was the customer’s desire to utilise their existing legacy LED video walls and equipment. In many large-scale refits, the instinct is to “rip and replace,” but UNIFY VSN took a more sustainable and strategic approach. We looked at how these existing assets could be incorporated and enhanced rather than discarded.

Enhancing 360-Degree Visibility

By auditing the legacy equipment, we were able to reposition and recalibrate the older video walls to work in harmony with the new flexible LED installs. This created a cohesive digital ecosystem where the old and new technologies complement one another. The integration of legacy gear not only provided a better Return on Investment (ROI) for the Hippodrome but also allowed us to fill visual “dead zones,” ensuring that the immersive experience was truly venue-wide. The result is a space where the digital architecture feels intentional and uniform, despite being composed of different generations of hardware.

The Back-End: Precision Control and Management

An installation of this complexity requires a robust and intelligent back-end system to ensure it operates smoothly 24/7. In a high-traffic casino like the Hippodrome, downtime is simply not an option.

Centralised Processing

In the venue’s dedicated comms room, we installed a comprehensive rack-mount system for all LED processors. This centralised hub links every display—from the ticker tape to the Jumbotron—to the customer’s existing Content Management System (CMS). This integration provides the Hippodrome team with total control over their digital estate.

Remote Management and Switching

The system allows for remote management, meaning content can be updated or scheduled without needing to be physically present at the screens. Crucially, the back-end allows for instantaneous switching between live TV feeds and promotional branding. This flexibility is vital for a sports bar; if a major goal is scored or a race begins, the staff can “take over” the screens to focus on the live action, then switch back to promotional content once the event concludes. This level of control ensures the venue can react to the atmosphere of the crowd in real-time.

A New Era for a Historic Venue

The transformation of the Hippodrome’s bar area into the Paddy Power Sports Bar represents the future of the “phygital” entertainment space. By combining gaming, dining, and live sports within a historic London landmark, the Hippodrome has created a destination that appeals to a diverse and modern audience.

The bespoke digital solutions provided by UNIFY VSN are the heartbeat of this new space. The flexible ticker tape provides a constant flow of information, the Jumbotron acts as a visual anchor that defines the room’s energy, and the integrated legacy systems ensure that every pound spent on technology continues to deliver value. It is a project that demonstrates how thoughtful design and advanced LED technology can breathe new life into an iconic location.

Conclusion

Whether it is the seamless curve of a ticker tape or the massive scale of a custom Jumbotron, UNIFY VSN specialises in creating visual environments that capture attention and drive engagement. The Hippodrome project is a testament to what is possible when flexible LED technology is applied with creativity and technical precision. As retail and entertainment spaces continue to evolve, the ability to create 360-degree, immersive experiences will be the defining factor for success.

Ready to Light Up Your Venue?

If you are planning a refit or want to explore how flexible LED can transform your space, the team at UNIFY VSN is ready to bring your vision to life. From historic landmarks to modern flagship stores, we provide the technology and expertise to make every angle count.