Ocean Outdoor adds Carnaby Quarter screen to London portfolio with adidas onboard as launch partner

Ocean Outdoor has launched The Screen on Carnaby.

Measuring 6m x 3m, this landscape screen (provided by Daktronics) is positioned above The London Palladium Wall of Fame which is opposite the north entrance to Soho’s Carnaby Street and the luxury retailer Liberty.

The Carnaby location forms a “golden triangle” for brands when combined with Ocean’s large format screen in the heart of Soho’s Leicester Square and Piccadilly Lights in Piccadilly Circus.

It launches with Carnaby resident adidas featuring the FW24 Originals campaign. Planned through EssenceMediacom, this runs until 31st October.

Ocean Outdoor Chief Revenue Officer Nick Shaw says: “The timing couldn’t be better to be launching a new screen in the heart of London’s premium retail. The fight for the consumer pound will be fierce this Christmas, so a platform for brands capturing audiences in Soho, Regent Street and Oxford Circus is going to be a great addition for advertiser choice.”

Carnaby Street first became a global destination in the 1950s, its hip boutiques and underground clubs a magnet for rock stars, Hollywood celebrities and young people.

With more than 100 retailers and 70 restaurants across 14 streets, Carnaby Quarter offers a mix of flagship stores, cultural experiences, seasonal pop ups, live music, festivals and a burgeoning restaurant scene.

2024 RTIH INNOVATION AWARDS

DOOH advertising is a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.