Land Securities, the UK property company and the owner of the Piccadilly Lights, has initiated the major upgrade of the London’s iconic landmark. The redevelopment implies the replacement of a current patchwork of smaller displays with a seamless 4K LED canvas that will retain the renowned curved shape of the location.
The display will be manufactured by Daktronics and is scheduled for installation in spring 2017. According to the company, the video solution will measure 17.56 meters high by 44.62 meters wide. The display will feature 8mm pixel pitch and will be capable of displaying content both as a large single piece and in multiple sections.
“We’re 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,” - said Land Securities Senior Project Surveyor Richard Brown. “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.”
The central London landmark will be operated by Ocean Outdoor, an OOH media company that won the contract to manage the site on behalf of Land Securities. According to Ocean Outdoor, the 790 square meter display will be divided into six full and subtle motion segments to preserve the Lights’ famous mosaic appearance. It will feature a fast speed Wi-Fi, audience, and car recognition technology and will become fully environmentally responsive, the company said.
Coca-Cola and Samsung, two long-time advertisers at Piccadilly Lights, have already confirmed their commitment to the new Lights, a press release said. The site is scheduled to be put in service again in autumn 2017.