Piccadilly Lights promotional booklet

Land Securities

The challenge

Land Securities wanted to highlight the value of its prime site, Piccadilly Lights, to potential future advertisers on its vast screens.

What we did

This project was carried out in collaboration with Hat-trick Design. We took some gorgeous images from through the decades and drew a common narrative thread through them – that the names in lights were always perceived as the leaders and innovators of their time.

What happened next

A 2017 study by Ocean revealed that, perhaps unsurprisingly, brands advertising on the platform were perceived as “prestigious”, “big”, and “first class”. The space was expanded in 2017 to accommodate an enormous new flexible and interactive digital screen.