BackLite UK launches Knightsbridge DOOH site

Premium DOOH operator, BackLite UK has introduced The Knightsbridge, a large-format digital out-of-home installation at the Piccadilly Underpass, as part of its premium Landmark Series portfolio.

Developed in partnership with Wildstone, the site forms part of a wider programme to upgrade high-profile London locations and attract luxury advertisers.

Expanding premium DOOH presence in central London

Located at Hyde Park Corner, the Piccadilly Underpass installation features two 2.8m by 14.4m digital screens positioned on eastbound and westbound routes. The displays target both vehicular and pedestrian traffic moving through areas including Knightsbridge, Belgravia and Mayfair.

BackLite UK reports the site delivers more than 3 million fortnightly impacts, supported by its proximity to high-end retail destinations such as Harrods and Harvey Nichols.

The Knightsbridge joins the operator’s Landmark Series, which includes assets such as The Cube @ Flannels, Shoreditch Stack and Wandsworth Roundabout, all positioned to appeal to premium advertisers.

Upgrading assets through strategic partnerships

While BackLite UK manages media sales, the site is owned by Wildstone, which secured a long-term licence for the underpass through a Westminster Council tender process. The installation is part of a broader agreement between Wildstone and Multiply Media Group, BackLite UK’s parent company, covering more than 10 locations across London.

The refurbishment included the installation of 1440 by 280-pixel LED screens supplied by Daktronics, selected for their display quality and operational efficiency.

The upgraded site has already attracted campaigns from brands including Burberry, Club Med and Franck Muller, reflecting its positioning within the luxury advertising segment.

Jack Fleming, head of sales, BackLite UK: "The Knightsbridge is a fantastic addition to our Landmark Series as it fits perfectly within our most prestigious collection. There are very few OOH assets in the vicinity and certainly no others of this size and calibre. We quickly recognised the site was much more than an underpass and we worked closely with Wildstone to develop it into something that really stands out."

Andrew Foster, group partnerships director, Wildstone: "With its location in the heart of prime central London, we always believed this site was ideally suited to the premium end of the market. We were therefore really excited to secure BackLite UK as our media partner as its focus on luxury brand advertisers meant we were completely aligned on what the upgrade should entail. This is just one of a number of high-end refurbishments we're carrying out in partnership with BackLite UK and given our success here, we're excited to see what the future holds."

www.backlitemedia.com

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