Piccadilly Lights expands into immersive brand venue

London’s Piccadilly Lights has evolved from a digital screen into a multi-functional space where brands can deliver large-scale, immersive experiences. Owned by Landsec and operated by Ocean, the site now includes The Venue, an adaptable event space beneath the screen that integrates with its external display.

The addition of The Venue enables advertisers to combine screen takeovers with live, interactive events, reaching audiences both on-site and across global media channels. With millions passing through Piccadilly Circus each year, Piccadilly Lights continues to be one of the world’s most visible advertising landmarks.

Disney recently became the latest brand to activate the space when it hosted the first red carpet for the UK Sneak Peek event of TRON: Ares. The cast appeared at Piccadilly Circus while the screen displayed content using DeepScreen 3D technology. Visitors entered a neon-lit experience featuring Lightcycles, a Digital Control Hub, and immersive set pieces from the film.

The Venue features four ultra-HD+ interactive screens, immersive 3D visuals, dynamic lighting, and premium audio, all integrated with the iconic external display.

Piccadilly Lights has been a centrepiece of London advertising since 1904, evolving from electric signage to neon lights and, more recently, interactive digital technology. The screen has hosted high-profile takeovers from Dior, L’Oréal and Williams F1, as well as live-streamed events such as a gaming showdown between YouTube creators KSI and IShowSpeed, which generated more than 100 million social impressions.

Derek Manns, Head of Commercialisation, Landsec: "Piccadilly Lights is no longer just a screen – it’s the nation’s noticeboard and a world-class platform for brands to showcase creativity, innovation and cultural relevance. Now, with the addition of Piccadilly Lights – The Venue, we’re offering brands the power to bring their stories to life in a physical space—creating deeper, more immersive connections that go beyond the screen."

Phil Hall, CEO, Ocean Outdoor UK: "There are only a handful of advertising spaces in the world that are as impactful as Piccadilly Lights. Landsec’s progressive investment gives agencies and brands, including L’Oréal, Disney and Oasis, a contemporary stage in the heart of London’s West End to redefine what DOOH means with entertaining, cultural experiences that extend well beyond the norm."

www.oceanoutdoor.com

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