Piccadilly Lights to Expand Full-Screen Brand Takeovers From 2027
2026-09-10 · via AV Magazine
Landsec and Ocean Outdoor plan to offer more full-screen takeovers of Piccadilly Lights, the 783.5 sq metre curved LED screen in London, starting January 2027. The change matters for anyone booking premium DOOH inventory because it signals a shift away from the site's long-running patchwork format toward longer periods of single-brand domination for major launches.
According to the companies, brands will be able to book extended single-company campaigns built for global launches, theatrical-style trailers and mixed-reality 3D DeepScreen effects. Outside of these bigger productions, Landsec says it will keep the familiar patchwork approach, rotating five or six brands alongside long-term residents such as Coca-Cola and Samsung. The announcement does not specify pricing, minimum booking lengths, or how many takeover slots will be available per year.
The plan also leans on The Venue, the event space beneath the screen that opened in 2023, with more live interactivity between physical events and the screen. Landsec points to recent campaigns from L'Oréal, Fatal Fury and HBO Max as examples, citing an HBO Max pop-up that generated more than 9.5 million impressions, 900 social posts and coverage in 33 countries. A tribute to Sir David Attenborough's 100th birthday with the BBC reportedly reached 1.35 billion views, though the release does not explain how that figure was measured.
The push comes alongside a new independent study commissioned by Landsec and Ocean Outdoor, which the companies say found campaigns on Piccadilly Lights can generate more than a third of their organic digital impressions from the screen alone, up to 139 million organic social impressions in a single month, and reach audiences in as many as 107 countries. Coca-Cola's brand halo effect was reportedly twice the standard campaign average. The release does not name the research firm or describe methodology.
For media buyers, the move positions Piccadilly Lights closer to a hybrid stunt-and-broadcast product than a standard DOOH spot, competing less with typical outdoor inventory and more with global brand activation budgets. What is missing from the announcement is any detail on cost or how existing long-term residents' contracts are affected by more frequent takeovers.
The announcement in full
Reproduced from AV Magazine for reference. Digital Signage Magazine did not write the text below.
By AV Magazine in Digital Signage and DOOH , UK&I September 9, 2026 0
There will be more opportunities for single campaigns to cover the whole of the 783.5 sq metre curved LED screen from 2027, as new research shows its media reach extends well beyond DOOH.
Piccadilly Lights owner Landsec and operator Ocean Outdoor will offer more single-brand takeovers of the 783.5 sq metre curved LED screen, giving advertisers longer periods of full-screen domination.
From January 2027, brands will be able to book extended, single-company campaigns designed for global launches, theatrical-style trailers and mixed-reality, 3D DeepScreen special effects. Outside major productions, Landsec will retain the site’s distinctive patchwork format while allowing flexibility to move between five or six brands, alongside long-term residents such as Coca-Cola and Samsung.
The plan includes more opportunities for live interactivity by combining Piccadilly Lights with The Venue, the event and experience space beneath the screen that opened in 2023. Events can be livestreamed to the screen, amplifying their reach through Digital Out of Home, earned media and social coverage.
Recent campaigns using both screen and venue include L’Oréal, Fatal Fury and HBO Max; one two-day immersive pop-up for HBO Max generated more than 9.5 million impressions, 900 social posts and media coverage in 33 countries.
“Piccadilly Lights is where the world meets London – and where culture and brands meet,” said Derek Manns, head of commercialisation at Landsec. “Together, the screen and The Venue create something no other place can: a connected digital and physical stage where brands can stop the world in its tracks.”
Ocean Outdoor UK chief executive Nick Shaw added that Piccadilly Lights “combines heritage with cultural currency, spectacle and prestige, delivering what we call the brand halo effect,” reinforcing its role as “the cultural heart of modern London.”
Piccadilly Lights recently collaborated with the BBC to celebrate Sir David Attenborough’s 100th birthday. The larger-than-life tribute reached all four corners of the world, generating 1.35bn views.
Meanwhile, a new independent study commissioned by Landsec and Ocean suggests campaigns on Piccadilly Lights can generate more than a third of their organic digital impressions from the screen alone, deliver up to 139 million organic social impressions in a single month, reach audiences in as many as 107 countries, and create a “longevity dividend”, with Coca-Cola seeing a brand halo twice the standard campaign average.