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Daktronics to light up new-look Piccadilly Circus

Daktronics has revealed that it is working on one of the most prestigious projects in its entire history, confirming its involvement in a major upgrade project at the world-famous Piccadilly Circus in London.

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Daktronics is scheduled to carry out installation of the new display this spring

The iconic lights at the popular tourist attraction are being upgraded by Land Securities, the largest commercial property company in the UK, to a massive, outward-curved display capable of true 4K video production. Daktronics is in the process of manufacturing the display and plans to carry out installation some time this spring.

The display will feature an 8mm line spacing and cover the existing digital footprint of 17.56m high by 44.62m wide as it curves around the corner of the buildings in a similar fashion to the current displays. Brands that advertise on the new display will benefit from variable content zoning, through which they can show one large piece of content or different content across multiple sections, simultaneously. 

Patrick Halliwell, Daktronics UK sales manager, comments: “We’re humbled to be selected for this project and to bring updated technology to one of the most well-known digital billboard locations in the world.

We’re humbled to be selected for this project and to bring updated technology to one of the most well-known digital billboard locations in the world

“The new display will provide increased flexibility within Piccadilly that will rejuvenate the visual experience throughout the area. We’re really excited to get started producing this project and to see it completed as it entertains and informs the people of London.”

Visitors in the capital at present are currently unable to see the iconic lights on display, with ongoing work at the site covering the attraction. However, tourists will not have to wait too much longer to see Piccadilly Circus lit up once more, with plans in place to have the display up and running soon after installation.

Tim Bleakley, chief executive of Ocean Outdoor which will operate the site on behalf of Land Securities, says: “We fully understand the need to protect the heritage of the Lights but also the need to transform them to maintain their iconic global status. 
 

We fully understand the need to protect the heritage of the Lights but also the need to transform them to maintain their iconic global status

“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.”

Richard Brown, senior project surveyor at Land Securities, adds: “We’re really looking forward to the overall project and are equally excited to see the new display Daktronics provides to continue giving light at this world-renowned location.

“The upgrade in technology will allow for messages using the entire digital canvas as well as the classic look with multiple messages on different parts of the display. The increased functionality will be a wonderful addition to this space.”

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