FirstDirectArena-1
First Direct Arena Leeds
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At the heart of the First Direct Arena in Leeds, UK, an important space needed a visual transformation — a place where branding, hospitality, and atmosphere come together for VIP guests and special events. The team at First Direct Arena envisioned two large-format lightboxes that would not only illuminate the space but also make a bold statement. To bring this vision to life, they turned to SloanLED for a solution that would deliver exceptional performance with outstanding energy efficiency.

Lighting the Black & White Lounge – First Direct Arena, Leeds
 

The Challenge
The task was to illuminate two impressive lightboxes — one measuring 10 meters x 3 meters and the other 5 meters x 3 meters — inside The Black & White Lounge, a premium hospitality space within the arena.

The challenge was to create smooth, brilliant illumination across these wide areas while minimizing the number of LEDs used, simplifying installation, and keeping energy consumption low — all without sacrificing visual impact.

 

Our Solution
SloanLED provided a simple but highly effective answer: PosterBOX 3 modules.

With built-in spacers that ensure perfect LED pitch every time, installation was fast, precise, and efficient. Two rows of facing modules were installed inside each lightbox, allowing even light distribution without hotspots or shadows. Despite the size of the displays, only 90 modules were needed in total, with the system drawing a remarkably low 1,200 watts of power combined.

The result is a clean, brilliant illumination that enhances the lounge’s atmosphere while supporting the arena’s branding goals.

 

As Tony Watson, Director of Sales, Marketing & PR at First Direct Arena, said:

“The resulting installation is stunning and has transformed our most important space.”

The Results
Today, the lightboxes are not only visually striking but are recognized as “the most effective piece of branding in the arena.”

Thanks to SloanLED’s solutions, the Black & White Lounge now welcomes visitors with a sophisticated, modern glow — delivering a lasting impression while maintaining an energy-efficient, low-maintenance operation.