# Curved Landmark Digital Screens Landsec and Ocean Outdoor Reconfigure Piccadilly Lights By Amy Duong | Written with AI assistance | Published 2026-09-23 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/piccadilly-lights-trend References: [retailtechinnovationhub](https://retailtechinnovationhub.com/home/2026/9/9/landsec-and-ocean-outdoor-announce-changes-to-londons-famous-landmark-piccadilly-lights)  Landsec and Ocean Outdoor are reconfiguring the [Piccadilly Lights](https://www.trendhunter.com/trends/piccadilly-lights-1) 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](https://www.trendhunter.com/trends/largeformat-experience) 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](https://www.trendhunter.com/trends/lg-display-oled-technology), 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 ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 46% | Activity: 48% | Freshness: 92% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### 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. ## Related on Trend Hunter - [Data-Driven Digital Experiences](https://www.trendhunter.com/trends/data-driven-digital-experience.md) - [Shopping Center Advertising Partnerships](https://www.trendhunter.com/trends/hello-magazine-and-limited-space.md) - [Digital Out-Of-Home Media Networks](https://www.trendhunter.com/trends/outofhome-media-network.md) - [Transformed Flagship Retail Locations](https://www.trendhunter.com/trends/ms-oxford-street-flagship.md) - [Modular Drive-Thru Displays](https://www.trendhunter.com/trends/digital-drive-thru-20.md) - [Updated Cinema Makeovers](https://www.trendhunter.com/trends/boundless-wonder-verse.md) - [RGB-Themed Pop-Up Activations](https://www.trendhunter.com/trends/hudson-yard.md) - [Bespoke DOOH Storytelling Channels](https://www.trendhunter.com/trends/limited-space.md)