Landsec and Ocean Outdoor are reconfiguring the Piccadilly Lights 783.5 m curved screen, featuring a new layout designed to give brands extended periods of full-screen domination. The update keeps the existing patchwork formation while embedding flexibility to switch between five or six brands and support theatrical-style trailers.
The redesign explicitly opens the display to mixed reality and 3D DeepScreen special effects and improves live interactivity with The Venue beneath the screen. The Venue, introduced in 2023, acts as a physical stage whose events and experiences can be live streamed to the curved display, creating coordinated digital-and-physical activations.
For audiences this promises bolder, more cinematic moments in the heart of the city and more sustained brand storytelling on a single sweep of the screen. Changes take effect from January, and the tweak also preserves long-term brand presences like Coca-Cola and Samsung while adding programming flexibility for future campaigns.
Image Credit: Gucci
Key Themes Behind This Trend
- Curved Immersive Billboards
- Large-format curved displays are turning urban landmarks into cinematic media canvases where brands can use spatial visuals, mixed reality, and 3D effects to deepen public engagement.
- Hybrid Stage-screen Activations
- Physical venues connected to live digital screens create new possibilities for real-time entertainment, experiential retail, and synchronized city-center brand moments.
- Flexible Landmark Media Slots
- Reconfigurable screen layouts support longer full-screen takeovers and shifting advertiser mixes, enabling more premium storytelling models in high-traffic public spaces.
Where This Applies
- Out-of-home Advertising
- Premium digital billboards are evolving into interactive entertainment platforms that expand revenue opportunities beyond static ad rotations.
- Experiential Marketing
- Live events paired with landmark screens give agencies and brands a scalable format for blending audience participation with broadcast-style spectacle.
- Urban Entertainment
- City centers are becoming programmable media environments where public screens, stages, and immersive effects reshape how people experience commercial districts.
