Member Article

Piccadilly Lights set for historic switch off in preparation for upgrade

The world-famous advertising hoardings at Piccadilly Circus are to be switched off this morning (Monday) as the iconic lights make way for a new state-of-the-art LED screen.

The iconic Piccadilly Lights are to be replaced by static advertisements for the duration of the work, which is expected to be completed in the autumn.

Making way for the six separate advertising screens will be a new, single high definition LED screen, which will encompass the same amount of space as the current signs, but will boast interactive features, live streaming, lifestyle updates and social media feeds.

Current advertisers Coca-Cola and Samsung have renewed their spots on the hoardings, with owners Shaftesbury and digital media owner Ocean Outdoor looking to secure a further four companies for the remaining space.

Advertising had been an ever-present on the key West End junction since 1908 when French bottled water brand Perrier began promoting its brand using illuminated advertising hoardings.

The hoardings owners have progressively moved with the times in the intervening 109 years, introducing neon lighting for Bovril in 1923, digital projectors for Coca-Cola in 1998 and the eventual uptake of LED displays in the 2000s.

Previously, the Piccadilly Lights have only ever been turned off for momentous occasions, including Winston Churchill’s funeral in 1965 and Princess Diana’s funeral in 1997, and rarely for such a prolonged period of time.

To mark the occasion, the hoardings will display a special video featuring a montage of the historic lights, before a countdown marks their eventual switch off at 8.30am this morning.

Ahead of the improvement works, Ocean Chief Executive Officer Tim Bleakley said: “For the first time, the Lights are witnessing their very own commercial ad break. Needless to say, we are totally committed to working with all the partners on this milestone project to maintain the iconic status of this prestigious landmark. I personally can’t wait for the switch on date later this year.”

Looking to promote your product/service to SME businesses in your region? Find out how Bdaily can help →