On October 26th 2017 Landsec, working alongside Ocean Outdoor, switched on The Piccadilly Lights after nearly a year of darkness.
The Piccadilly Lights has been upgraded to a single 783.5sqm larger than 4K LED Screen, the largest in Europe.
The switch on was viewed by over 12m people across the planet, reaffirming the global interest in this London advertising icon, and will be seen every year by over 100,000,000 people.
The historic patchwork of advertisers is maintained, available exclusively to 6 advertisers from non-competing categories who rotate positions around the screen every 90 seconds.
The new twist to Piccadilly Lights are the full-screen dominations, occurring every 10 minutes, where each of the brands takes over the whole screen for 40 seconds.
The first sign was for Perrier in 1908. Since then, brands that have advertised at Piccadilly Lights include: BP, Canon, Cinzano, Coca Cola, Fujifilm, Hyundai, McDonalds, Panasonic, Samsung, Schweppes and TDK – which occupied the central curved screen for over 20 years.
Piccadilly Lights has in the past only been turned off during World War II, for Winston Churchill’s funeral in 1965 and Princess Diana’s funeral in 1997.
Sources: Route, DfT 2012-2014, CACI 2015