Piccadilly Circus to Go Dark

London’s Picadilly Circus is to be dark for the first time for the longest time since 1949 as the main billboards are to be replaced with a new LED display that is being supplied by Daktronics and will cover 790 m², making it the largest in Europe, we hear.

The owners, Land Securities, are replacing six advertising surfaces with a single curved display, but the surface will be configurable onto six to offer the possibility of maintaining the look of the current configuration. Coca Cola, which has been using the site since 1954, and Samsung, which also uses it, are among those that have confirmed they will continue to use the site. However, there will be other new opportunities for brands that want to use the site.

The first illuminated signs were put in place in 1908, with electrically lit signs since 1923.