If you've ever been to London's Piccadilly Circus, there's a very high chance that you've witnessed the glittering advertising expanse of Piccadilly Lights. Akin to a miniature Times Square homage, the 100-year-old site projects over 715 square metres of digital advertising space across a premium expanse of tourists in the heart of the West End.
A permanent 32.6 x 6.7m Coca-Cola display stands as the UK's largest curved LED screen, and has sat alongside creative offerings from other global brands such as Samsung, Hyundai, Sanyo and McDonald's. In a sweeping move to remodel the area, the accompanying Piccadilly Lite scrolling panel which stands above Boots is due to be removed in favour of a newly planned digital display screen, aiming to capitalise on the surrounding pedestrian audience. The makeover will commence in September, with advertisers receiving their brand new space by Christmas.
McDonald's is also planning a revamp of its current 12.4 m x 6.7 m spot and new artwork is scheduled for lift-off this October, walking in the footsteps of its Samsung and Coca-Cola neighbours who had an update for the Olympics. With almost 35 million annual pedestrian onlookers and over 22 million vehicles, the new roadside advertising platform will generate paramount exposure for brands, allowing the newcomer to stand along these long-established outdoor names.