A new LED screen is to be added to famous West End site, marking the first time since the lights were created in 1908 that the advertising space has been expanded, according to its owners.
Since launching more than 100 years ago, the Piccadilly Lights have turned into one of the world’s most exclusive advertising hoardings, with an estimated 2m people passing through the area every week.
The space for the new 25m x 5m screen has been created through a revamp of the Barclays bank and Boots store below the lights, and through replacing a static advertising strip and thin ticker screen.
Land Securities, owner of the site since the 1970s, wants a brand to launch on the sixth screen by Christmas.
Rob Jewell, asset management director in the West End at Land Securities said: “Land Securities is thrilled to be launching this new opportunity at one of the world’s most recognised locations.
“Piccadilly Lights is a coveted advertising location which rarely becomes available so we’re very excited to welcome a new brand to the site.”