London calling as Landsec extends its long-term Piccadilly Lights partnership with Ocean Outdoor

Landsec has extended its partnership with Ocean Outdoor which manages the digital out of home (DOOH) contract for Piccadilly Lights in London.

Under the terms of the agreement, Ocean will continue to manage content for the advertising DOOH screen well into the next decade, and work with Landsec on The Venue which sits beneath the Piccadilly Lights screen.

Piccadilly Lights is home to long-term partners Coca-Cola and Samsung, the patchwork accommodating hundreds of other campaigns from global brands since the site relaunched as a single 783.5m² screen in October 2017.  

Landsec Head of Commercialisation Derek Manns, says: “Over the past nine years we have not only reaffirmed Piccadilly Lights as the No 1 destination for global brands, global citizens and Londoners, but established the landmark as the nation’s noticeboard and a cultural reference point."

“Going forward, the chance to occupy one of London’s most famous spots is enhanced by our brand new experience concept, The Venue, giving brands, creatives and agencies the opportunity to extend their on-screen presence into physical experiences right in the heart of London.”  

Ocean Outdoor UK CEO Phil Hall says: “London’s reputation as a centre for digital and technological innovation is exemplified by Piccadilly Lights which offers brands connections to audiences on multiple levels.”

“Over the past nine years we have advanced the creative potential of DOOH, using Piccadilly Lights as a beacon for breakthrough techniques such as 3D DeepScreen and AI. Landsec’s vision for the future of OOH matches our ambitions and we are delighted to continue to define best in class OOH work alongside them.”

Ocean was first awarded the Piccadilly Lights contract in July 2016 as part of an upgrade, working with Landsec to relaunch the historical London landmark.

Recent activations include an interactive 3D animation forming part of Coca-Cola’s ‘Create Real Magic’ AI campaign. Audiences could interact with the animation by scanning a QR code, allowing them to connect with an AI Santa to create shareable Christmas snow globes based on their favourite festive memories.

L’Oreal Paris’s Worth It Experience, meanwhile, turned Piccadilly into a five-day beauty destination. The event combined a ten-hour TikTok shop and Paris fashion show which were streamed live on Piccadilly Lights, with ticketed talks and masterclasses with celebrity stylists, a hair styling bar, makeup bar and Parisian style café hosted by The Venue.

2025 RTIH INNOVATION AWARDS

AI will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which will open for entries in March, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.