The iconic lights in London’s Piccadilly Circus are being upgraded by Land Securities,
the largest commercial property company in the UK, to a massive, outward-curved
display capable of true 4K video production. The display will be manufactured by
the industry-leader in LED displays, Daktronics and installation is planned for the
spring of 2017.
Tim Bleakley, CEO of Ocean Outdoor which will operate the site on behalf of Land
Securities, said: “We fully understand the need to protect the heritage of the Lights
but also the need to transform them to maintain their iconic global status.
“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.’
“We’re really looking forward to the overall project and are equally excited to see
the new display Daktronics provides to continue giving light at this world-renowned
location,’ said Land Securities Senior Project Surveyor Richard Brown. “The upgrade
in technology will allow for messages using the entire digital canvas as well as the
classic look with multiple messages on different parts of the display. The increased
functionality will be a wonderful addition to this space.’
The display will feature a tight 8-millimeter line spacing and cover the existing
digital footprint of 17.56 meters high by 44.62 meters wide as it curves around the
corner of the buildings in a similar fashion to the current displays. It will feature
variable content zoning to show one large piece of content or multiple sections
showing different content simultaneously.
“We’re humbled to be selected for this project and to bring updated technology to
one of the most well-known digital billboard locations in the world,’ said Patrick
Halliwell, Daktronics UK sales manager. “The new display will provide increased
flexibility within Piccadilly that will rejuvenate the visual experience throughout the
area. We’re really excited to get started producing this project and to see it
completed as it entertains and informs the people of London.’
Daktronics LED display technology offers a long lifetime with industry-leading
environmental protection for consistent performance and low power consumption,
providing value and excitement for years to come.
