Piccadilly Circus to Upgrade to Daktronics Display

The famous Piccadilly Circus in London is getting an enormous, curved Daktronics LED video display. Land Securities, the largest commercial property company in the UK, plans to upgrade the renowned Piccadilly Lights video display system with an outwardly curved, 4K video display. Installation is planned for the spring of 2017.

Piccadilly Circus to upgrade iconic digital signage to Daktronics display

Tim Bleakley, CEO of Ocean Outdoor that will operate the site for Land Securities, said, “We fully understand the need to protect the heritage of the Lights but also the need to transform them to maintain their iconic global status.

“Piccadilly Lights is one of the world’s most sought-after advertising sites, and this transformation takes it to the next level. Going forward we will work with all of the stakeholders to ensure the Lights remain a testament to London’s global reputation for defining invention and innovation.”

The display, which will cover the existing digital footprint of 17.56 meters high by 44.62 meters wide, will feature a tight 8-millimeter line spacing. The Daktronics system curves around the corner of the buildings like the current displays. Variable content zoning will enable it to show one large piece of content or multiple sections of different content simultaneously.

Land Securities senior project surveyor Richard Brown said, “The upgrade in technology will allow for messages using the entire digital canvas as well as the classic look with multiple messages on different parts of the display. The increased functionality will be a wonderful addition to this space.”

“We’re humbled to be selected for this project and to bring updated technology to one of the most well-known digital billboard locations in the world,” said Patrick Halliwell, Daktronics UK sales manager. “The new display will provide increased flexibility within Piccadilly that will rejuvenate the visual experience throughout the area.”

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