Darkness to descend on iconic Piccadilly signage
The digital signage that makes up the famous Piccadilly Lights will be switched off for months, the first time the advertising boards will not be illuminated since the Second World War.
Tuesday, 13 Dec 2016 15:57 GMT
The famous Piccadilly Lights will be switched off from January until Autumn, the first time since the 1940s they have been switched off for a significant period
The iconic signage overlooking Piccadilly Circus has been nearly constantly lit up since the 1940s, save for occasions such as Winston Churchill and Princess Diana’s funerals, when they were turned off as a mark of respect, and to mark Earth Hour, where landmarks across the world are switched off as part of an environmental initiative.
Commercial property heavyweight Land Securities will work from January for several months to replace the six digital screens with one large curved screen, hoping to encourage new brands to advertise in the coveted location.
There are only a handful of advertising spaces in the world that are as iconic and unique as the Piccadilly Lights”
A static banner is set to replace the lights while work is underway, which could take most of the year. Current advertisers Coca-Cola and Samsung will continue to advertise when the single ultra-high definition screen is up and running; Coca-Cola Great Britain and Ireland marketing director says: “There are only a handful of advertising spaces in the world that are as iconic and unique as the Piccadilly Lights".
Tim Bleakley, chief executive of Ocean Outdoor, Land Securities’ advertising partner, says that the new screen will ‘protect its heritage while keeping ahead of trends’.
If you have an interesting story or a view on this news, then please e-mail
news@signlink.co.uk
Follow Karis on:
