Piccadilly Lights were switched back on at 8 am on 26th of October 2017, after a 9-months of renovation.
The first image on the new screen was a stunning display of colours, sponsored by members of the public as part of a fundraising campaign for Barnardo’s.
Landsec has replaced the original screens with a single 4K LED digital screen and live technology hub, which allows the screen to react to certain external factors, such as the weather or temperature. This feature enables brands to display creative and innovative content, such as weather-appropriate clothing. The technology does not collect or store any personal data and is unable to record images or audio.
Coca-Cola, Samsung, Hyundai, L’Oréal Paris, eBay, Hunter and Stella McCartney are now advertising on the newly-launched screen, which is managed by Ocean Outdoor.
The countdown and launch moment was streamed live across Facebook and YouTube. In case you missed it -
www.Facebook.com/PiccadillyOn or www.youtube.com/landsecuritiesgroup.
Vasiliki Arvaniti, Portfolio Director at Landsec, commented:
“The Piccadilly Lights have been one of London’s icons for over a century, and are an unmissable sight for the 100 million people who pass through Piccadilly Circus every year. We know people have really missed the screen while renovation work has been carried out and both we, and the brands that light up the screen, are incredibly excited to have switched the Lights back on today. We want to say a huge thank you to everyone that has been part of the #PiccadillyOn campaign, raising money for Barnardo’s.”
Ocean Outdoor chief executive officer Tim Bleakley added:
“Piccadilly Lights is one of the world's most responsive, feature-rich advertising displays. Today is a major milestone in the history of Piccadilly Lights and to mark it we have a superb line-up of iconic global brands across six categories ready to exercise its creativity.”
30/10/2017 05:22 by Buildington
British brands Hunter and Stella McCartney have signed a deal to advertise in one of the six positions on the world-famous Piccadilly Lights, reports Landsec.
The brands will form part of the innovative new Piccadilly Lights screen which is switched back on this month.
Hunter, the progressive British heritage brand, has signed to advertise on the lights in partnership with Stella McCartney, the luxury lifestyle brand. The aspirational British brands will share one of the six advertising spots at Piccadilly Lights on rotation, individually showcasing the two brands in a unique new setting.
The signing of Hunter and Stella McCartney creates a unique setting to showcase these fashion brands in the heart of London’s shopping and entertainment district. Hunter was first introduced to the power of digital out of home in 2015 under the creative direction of Alasdhair Willis, live streaming content from its London Fashion Week Catwalk show across multiple Ocean Outdoor screens in 2015. This is the first time eponymous fashion label Stella McCartney has taken a presence in a mainstream out of home environment. The brands join a line-up of iconic advertisers, appearing alongside Coca-Cola, Hyundai, Samsung and L’Oréal Paris for the relaunch of the lights later this month.
Piccadilly Lights have been switched off since January 2017 for major renovation work that will see the original patchwork of screens replaced with a single state-of-the-art 4K LED digital screen and live technology hub. It will be the largest screen of its kind in Europe and will have the ability to divide into six full and subtle motion segments. Advertisers will be able to stream live videos, lifestyle updates, such as weather and sports results, and real-time social media feeds.
The countdown to switch on is being marked by the #PiccadillyOn campaign which invites people around the world to be part of this remarkable moment in London’s history in aid of Barnardo’s, the UK’s largest children’s charity and Landsec’s national charity partner for 2017. For a minimum donation of £2.00, people can bring colour to life by sponsoring a unique colour chip which will form part of a 3D countdown clock on the screen, before forming part of a choreographed reveal moment.
At the moment of relaunch, the screen will be powered up with a spectacular display of the sponsored colours, each of which will be shown on screen and live streamed on Facebook for fans across the globe to watch.
Anyone can own a unique piece of London’s digital history by visiting www.PiccadillyOn.London, where they can choose their colour to support Barnardo’s and be part of this historic moment. Supporters will receive their unique digital colour chip to post on their social media channels.
Vasiliki Arvaniti, Portfolio Director at Landsec commented:
“Both Stella McCartney and Hunter are as iconic as Piccadilly Lights itself; we are very excited to see how the brands use this unique platform to connect with their audiences. This collaboration is an excellent reflection of the pioneering display capabilities of the screen and testament to how flexible the platform can be. It’s a privilege to also be able to fundraise for Barnardo’s through the #PiccadillyOn campaign as we deliver such a historic moment for London.”
Tim Bleakley, Chief Executive Officer at Ocean Outdoor added:
“Two iconic, creative British brands have collaborated to unlock an incredible opportunity right at the heart of British and world fashion. What’s guaranteed is that both Hunter and Stella McCartney will use every opportunity to leverage the unique capabilities of digital out of home to innovate and push forward the broadcast capabilities of this live, responsive, spectacular screen.”
Hunter and Stella McCartney will advertise at the lights until the end of January 2018.
To get involved and be a part of the iconic switch-on moment, people can choose their colour and donate at www.PiccadillyOn.London and share their support on social media using #PiccadillyOn.
22/10/2017 07:17 by Buildington
Land Securities has worked with premium digital out-of-home media owner Ocean Outdoor to secure permission from Westminster City Council to 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.
The new Piccadilly Lights will be a live, responsive site, enabling brands to explore innovative ways of creating experiences that emotionally resonate with customers and drive loyalty, thanks to new features including:
- Greater than 4k resolution display - making it one of the highest resolution LED displays of this size in the world
- High-speed fibre Wi-Fi network - giving brands a portal to host long-form content linked to the screen, or as a data feed to trigger content on the screen
- Live video streaming - which is capable of streaming any event live across the globe, connecting London with the rest of the world
- Lifestyle updates - including weather, traffic, sports results, flights, finance information
- Real time social media feeds - sharing Twitter, Facebook and Instagram feeds, including social listening
Coca-Cola has already committed to continuing its 62-year residence and will be joined by Samsung, leaving a rare opportunity for four other global brands to appear on this world-famous location.
Vasiliki Arvaniti, Portfolio Manager at Land Securities said:
"This is a unique milestone for Piccadilly Lights, which has provided a visual home for much-loved brands for over a century. London is one of the world leaders for digital and technological innovation, and Piccadilly Lights is leading the way, engaging with global brands, global citizens and of course the local community."
Tim Bleakley, CEO of Ocean Outdoor said:
"Piccadilly Lights is one of the world's most sought-after advertising sites, and this transformation takes it to the next level. We understand the need to protect its heritage while keeping ahead of trends, and this next phase will ensure it is a testament to London's global reputation for defining invention and innovation."
Aedamar Howlett, Coca-Cola Great Britain and Ireland Marketing Director, said:
"At a time when there are more advertising opportunities for brands than ever before, there are only a handful of advertising spaces in the world that are as iconic and unique as the Piccadilly Lights. This new technology will allow us to be more agile and tailor our messages in real-time, as well as be more creative when it comes to the content and engaging consumers directly."
Russell Taylor, Chief Marketing Officer, Samsung UK & Ireland said:
"Samsung has had the privilege of being associated with Piccadilly Lights, one of London's most iconic landmarks, for over two decades. We look forward to the redevelopment of the site, as will the millions global consumers that pass by it every day."
The six existing screens will be switched off in January 2017 to allow works to commence. Apart from occasional power cuts, 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. It is also briefly turned off every year for Earth Hour. The new Piccadilly Lights is due to be unveiled in autumn 2017. In the meantime, a static advertising banner featuring the signed brands will be in place.
19/12/2016 12:15 by Buildington