A Daktronics display will be the pièce de résistance for the upcoming Piccadilly Circus revamp in Central London. The company has now confirmed that it will be supplying the giant outward-curved display capable of true 4K video production, that will form part of the redevelopment.
The Piccadilly Circus billboards is one of Central London’s most notorious tourist attractions, but for the longest period since World War Two, the lights are set to be turned off in January.
Land Securities, which owns the site, has revealed plans to replace the six illuminated advertising boards with a single ultra-high definition curved screen. The site will be operated by Ocean Outdoor, with Daktronics technology taking centre stage.
Tim Bleakley, CEO of Ocean Outdoor, notes: “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 Daktronics display is set to be installed in Spring 2017, with it featuring a tight 8mm line spacing and cover the existing digital footprint of 17.56m high by 44.62m wide as it curves around the corner of the building – similar to the existing installation.
Upon completion, Piccadilly Circus will boast one of the highest resolution LED displays of its size in the world. While the boost in resolution will be welcome, the display will also gain a bit more versatility than the current operation. That’s because it will feature variable content zoning to show a single large piece of content or multiple sections showing different content simultaneously.
“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,” notes Patrick Halliwell, Daktronics UK sales manager.
“The new display will provide increased flexibility within Piccadilly that will rejuvenate the visual experience throughout the area. We’re really excited to get started producing this project and to see it completed as it entertains and informs the people of London.”
“We’re really looking forward to the overall project and are equally excited to see the new display Daktronics provides to continue giving light at this world-renowned location,” adds Land Securities senior project surveyor Richard Brown. “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.”