London's iconic Piccadilly Circus lights up with its new curved LED screen

The world famous lights of Piccadilly were switched on again yesterday by their owner Land Securities, after a nine-month renewal period of its digital signage, which now stars on a gigantic curved LED screen with 4K resolution manufactured by Daktronics.

A spectacular display of colors and dynamic content, sponsored by members of the public as part of a fundraising campaign for Barnardo's Children's Aid Association, It was the first image that appeared on the new curved LED screen that stars the central and emblematic London square Piccadilly Circus.

As mentioned a few months ago Digital AV, the company Land Securities (Land sec), propietaria de Piccadilly Lights, has replaced patchwork’ original of classic advertising displays that illuminated this space with a huge LED screen with state-of-the-art 4K resolution and low energy consumption from the manufacturer Daktronics and a live technology hub, which allows the screen to react to certain external factors, like weather or temperature.

This last feature adds more value to advertisers' messages, as it allows them to show creative and innovative content of their brands, as appropriate clothing for the weather, adapting to the real environment and audience trends. This technology does not collect or store personal data and cannot record images or audio.

Coca-cola, Samsung, Hyundai, L’Oreal Paris, eBay, Hunter and Stella McCartney have been the first advertisers to display their messages on the new screen, that now on the newly launched screen, whose advertising space management carries out Ocean Outdoor on behalf of Landsec.

The countdown and the moment of turning on the screen was broadcast live yesterday on Facebook and YouTube, and the presentation of this launch will be repeated several times on the screens until 11.59 today's pm, Friday 27 October.

Para Vasiliki Arvaniti, Landsec Product Manager, “Piccadilly Lights have been one of the icons of London for more than a century, and they are an unavoidable spectacle for the one hundred million people who pass through Piccadilly Circus every year. We know that people have really missed the screen while the renovation work was carried out, and both we and the brands that light up the screen are incredibly excited to have turned the lights back on today. We want to say a huge thank you to everyone who has been part of the #PiccadillyOn campaign., Raising money for Barnardo’s”.

Along these lines Richard Brown, project manager at Land Securities, emphasizes the renewal and innovation of the new digital system, “of which we are really satisfied and equally anxious and excited to see the new Daktronics screen to continue shining light in this world-renowned place”.

For your part, Tim Bleaklety, CEO of Ocean Outdoor, He stressed that “the new Piccadilly Lights advertising screen is one of the most interactive and with the most functions in the world.”. Today is an important milestone in its history, and to highlight it we have an excellent selection of iconic global brands in six categories, ready to exercise their creativity”.

General Details of 4K Curved Led Screen

• Size: 17,56 meters high x 44,62 m wide (790m2).
• Pixel pitch 8 mm.
• Resolution greater than 4K (5.490×2.160p).
• 'Three-in-one' Led packages that generate trillions of colors and optimal brightness.
• Structured space in zones of variable content.

https://youtu.be/jSQHDY5D7Tc