Piccadilly Lights, one of the UK’s most iconic landmarks and a globally-recognised advertising space, is to undergo a redevelopment that will give new brands a rare chance to secure a sought-after spot.
The Piccadilly Lights owned by Land Securities will undertake the major upgrade from January 2017. The existing screens will be replaced with Europe’s largest single digital screen, which will retain its renowned curved shape, surface area and its ability to have a patchwork appearance. Advertisers will be able to take advantage of the screen’s ability to rotate between six full-motion sections, which will be shared, while also having the chance to harness brief single-brand takeovers of the complete screen.
When does the new screen go live?
We are scheduled to switch the new screen on in autumn 2017.
What will happen between switch off and the new screen going live?
Once the scaffold is installed in front of the current screens, there will be a protective banner covering the site as works progress. This will be used for advertising.
Why are the lights changing?
Piccadilly Lights is one of the most prestigious advertising sites in the world and Land Securities are bringing cutting edge technology while staying true to its heritage. The site has kept evolving all the time and technology moves fast so we are bringing the display right up to date for the next decade.
When else have the Lights been switched off?
Piccadilly Lights has in the past only been turned off during World War II, for Winston Churchill’s funeral in 1965 and Princess Diana’s funeral in 1997.
When were the Lights first installed?
Piccadilly Circus used to be surrounded by illuminated advertising hoardings, starting in 1908 with a Perrier sign. The signs originally used light bulbs which were later replace with neon lights. In 1998, digital projectors were first introduced and LED displays completely replaced neon by 2011.
Who was the first advertiser?
The first sign was for Perrier in 1908. Since then, brands that have advertised at Piccadilly Lights include: BP, Canon, Cinzano, Coca Cola, Fujifilm, Hyundai, McDonalds, Panasonic, Samsung, Schweppes and TDK – which occupied the central curved screen for over 20 years.