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London-based large-format digital out-of-home advertising company Ocean Outdoor announces that it is giving a major transformation to Piccadilly Lights, the giant, Times Square-like digital billboard that sits atop central London’s Piccadilly Circus.
Piccadilly Lights has had its iconic presence in central London for more than a century.
Ocean has won the contract to operate Piccadilly Lights from Land Securities, owner of the landmark, which hired the company to give the iconic sign a major upgrade.
The upgrade will see the current patchwork of screens replaced with a single state-of-the-art 4K LED digital screen and live technology hub. According to Ocean Outdoor, the new 790-square-meter screen—nearly 2,600-square-feet—will be the largest of its kind in Europe. It will divide into six full and subtle motion segments, continuing the Lights’ mosaic appearance.
Coca-Cola and Samsung, which have had a presence on the Lights since 1954, have signed on to be a part of the new upgraded sign.
For the first time in its existence, contracts for four other positions on the sign are available.
The new Lights will have high-speed Wi-Fi, audience and car recognition technology and will be fully responsive to the environment (the weather, audiences, traffic, etc.). A fiber line will be deployed to allow for interactivity, broadcast-quality streaming and connecting to various social media.
“Ocean won this (contract) because we fully understand the need to protect the status of the Lights, but also the need to transform them to maintain that iconic status,” says Ocean Outdoor CEO Tim Bleakley. “The solution we have developed retains the innovative nature of the Lights. Ocean also becomes the first OOH operator to introduce a one-screen solution which ticks all the boxes in terms of fully responsive technology.
“Piccadilly Lights is one of the world’s most sought-after advertising sites, and this transformation takes it to the next level. Going forward we will work with all of the stakeholders to ensure the Lights remain a testament to London’s global reputation for defining invention and innovation.”