Daktronics designs a large curved 4K LED screen as the new image of Piccadilly Circus

Ultra-high-resolution and low-energy digital signage has been imposed in this central and emblematic London square as part of the renovation project of its classic digital signage that illuminated this space and that will be replaced by the new screen of this manufacturer, which will be ready in autumn.

Starting this month, the iconic lights of the advertising poster that until now were the attraction of any tourist in the most famous square in London: Piccadilly Circus, will be covered until the renovation project is completed by Land Securities, with the replacement of this classic digital poster with a gigantic curved Led screen with 4K resolution manufactured by Daktronics.

The installation of this large screen is scheduled for next spring and will become the great digital advertising claim of this space through which some one hundred million people pass a year. Until now, Piccadilly Circus was surrounded by illuminated advertising posters located in the buildings whose origin dates back to the beginning of the twentieth century and in which the Coca Cola brand is shown from 1954.

To date, only three times the lighting of these posters has been turned off: during World War II, when all of London went dark in November 1999, 1965; during the funeral of Winston Churchill and at the funeral of Princess Diana of Wales, to which is added the current one, with the façade covered until the new screen manufactured by Daktronics is installed.

As Tim Bleakley explains, CEO of Ocean Outdoor, company responsible for managing advertising space on behalf of Land Securities, "We understand the need to protect the heritage of lights, but also that of transforming them to maintain their iconic world status. The advertising space of the Piccadilly lights is one of the most sought after in the world and this transformation takes it to the next level. We will work with all parties to ensure that the lights remain a testament to London's global reputation.".

Evolution and innovation

In this line Richard Brown, Project Manager at Land Securities, stresses the renewal and innovation of this step "of which we are really satisfied and equally eager and excited to see the new Daktronics screen to continue giving light in this world-renowned place".

This large curved Led screen has a line spacing of 8 millimeters and will cover the entire existing digital space (of 17,56 meters high by 44,62 wide), as it curves around the corner of buildings in a similar way to today's screens. In addition, It has variable content zoning, both to use the entire digital space and to display several sections with different content simultaneously. "This technology will enable greater functionality to display messages using the entire digital canvas, or the classic look with multiple messages on different parts of the screen", Brown stresses.

For its part, Daktronics UK Sales Manager, Patrick Halliwell, He stresses the satisfaction "for having been selected for this project and bringing updated technology to one of the best-known digital signage locations in the world. The new screen, with low energy consumption, will provide greater flexibility within Piccadilly that will rejuvenate the viewing experience throughout the area. We are very excited to begin its design and see it completed soon to entertain and inform the London public.".

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