Piccadilly Lights in Central London is introducing a reconfiguration of its famous 783.5 m curved screen. The new design will give brands extended periods for full screen domination, providing enhanced opportunities for global launches, theatrical style trailers and mixed reality, 3D DeepScreen special effects and more live interactivity with The Venue which sits underneath.
Landsec will maintain the patchwork formation on the digital display whilst introducing the flexibility to move between five or six brands. Long-term residents of Piccadilly Lights include Coca-Cola (since 1954), and Samsung (since 1994). Changes to the screen's format come into effect from January, ten years after Piccadilly Lights relaunched following a nine-month period of renovation which saw the installation of one curved LED screen.
In 2023, Landsec delivered The Venue, giving brands a physical stage in Piccadilly Circus. Events and experiences in The Venue can be live streamed to Piccadilly Lights. Brands that have leveraged both the locations together include L’Oreal, Fatal Fury, and HBO Max, which used both the screen and venue simultaneously to build awareness and engagement for its UK launch. A two-day immersive pop up delivered more than 9.5 million impressions, with 900 social posts and media coverage reaching 33 countries.
Derek Manns, Head of Commercialisation at Landsec, says: "Piccadilly Lights is where the world meets London - and where culture and brands meet. What happens here is not simply seen; it is noticed, valued and shared around the world. 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. Our continued investment will give brands even greater freedom to create moments that travel far beyond Piccadilly Circus, turning attention into cultural impact and global reach.”
Ocean Outdoor UK CEO Nick Shaw says: “Piccadilly Lights combines heritage with cultural currency, spectacle and prestige, delivering what we call the brand halo effect. Piccadilly has been at the forefront of advertising for 118 years. This latest evolution reinforces Piccadilly’s place as the cultural heart of modern London.”
2026 RTIH Innovation Awards
Digital technology will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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