As many have hinted at before, premium out of home media owner Ocean Outdoor, has won the contract to operate the central London landmark Piccadilly Lights as part of a milestone upgrade to be undertaken by its owner, Land Securities.
Tim Bleakley CEO of Ocean Outdoor told us “Ocean won this tender 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. 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.”
Work, which commences in January 2017, will see the current patchwork of screens replaced with a single state-of-the-art Daktronics LED digital screen and supporting live technology hub. The 790 square metre screen, which will be the largest of its kind in Europe, will divide into six full and subtle motion segments, preserving the Lights’ famous mosaic appearance.
Coca-Cola, which has been present at the location since 1954, together with fellow incumbent Samsung, have confirmed their long standing commitments to the new Lights.
For the first time in its existence, contracts for four other positions on the Lights will become available from the end of this year, representing a huge opportunity for global brands that were previously locked out of this world famous location.
Vasiliki Arvaniti, portfolio manager at Land Securities, said “This is a unique milestone for Piccadilly Lights, which has provided a visual home for much-loved brands for over a century. London is one of the world leaders for digital and technological innovation, and Piccadilly Lights is leading the way, engaging with global brands, global citizens and above all the local community.”
The new Piccadilly Lights are scheduled to relaunch in autumn 2017. Whilst works are underway, a static, illuminated banner featuring the signed brands will be in place.