Two Barco-designed LED screens are suspended inside the concourse of the Canary Wharf tube station in London, UK. The screens, which are claimed to be the first LED walls in London’s underground, are installed as part of the Hello London initiative that has been undertaken by Transport for London (TfL) and Exterion Media.
The technology deployed features two Barco C8 outdoor LED displays, each measuring 7.2m x 4m. The double-sided screens are used to run full-motion video, animation, and live content. They could also be used for displaying tailored content play-out that is based on real-time information such as weather conditions and current events, the company said.
According to a press release, the new advertising screens are designed together with the original Canary Wharf station’s architects Foster and Partners. The screens went live on the 27th of October with Mark Titchner’s artwork and have been featuring commercial advertising from then onward.
Paul Matthijs, Senior VP Retail and Advertising for Barco, comments: “As an innovative solution technology company, we are very happy to collaborate with Exterion and to help enable the “Hello London” strategy, bringing best-in-class digital advertising campaigns to the London Underground audience. We are proud that our efforts invested in achieving “Section 12”-compliant LED technology, paid off and marked the start of the use of high resolution LED screens within the London Underground. These screens are essential in realizing dynamic, engaging and interactive advertisement campaigns.”
According to Exterion Media, the Hello London strategy will change the face of advertising across more than 400 stations including London’s Underground, London’s Overground, Tramlink, Docklands Light Railway, Victoria Coach Station, and the Elizabeth line. The strategy includes introducing new large-scale digital premium screens, the Hello London Icons, and ambiance improvements to traditional displays.