Pic:Piccadilly Circus is set to go dark while the tourist hotspot's famous advertising boards are replaced
Staff reporter(wp/es):
Piccadilly Circus’s iconic billboards will be switched off for modernisation for the longest period of time since the Blitz.
The switch-off is part of a plan to remove the six illuminated advertising boards which overlook the tourist hotspot and replace them with one ultra-high definition curved screen.
Westminster Council granted permission to Land Securities, who own the site, to carry out the overhaul, the Telegraph reported.
Work on the boards, which currently advertise Coca Cola and Samsung, is set to be complete next autumn.
The regeneration will mark the first time the boards have gone dark for an extended period of time since the 1940s.
They have almost been constantly illuminated since the Second World War except being turned off as a mark of respect during Winston Churchill and Princess Diana’s funerals.
Land Securities’ partner, Ocean Outdoor, hope to tempt new advertisers to join the big names currently featured on the boards.
Twitter and Facebook feeds will appear on the revamped version alongside live video feeds.
Tim Bleakley, chief executive of Ocean Outdoor, told the Telegraph the new technology at the site will “protect its heritage while keeping ahead of trends”.
Aedamar Howlett, Coca-Cola GB's marketing chief, added: "This new technology will allow us to be more agile and tailor our messages in real-time, as well as be more creative when it comes to the content and engaging consumers directly."
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