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All Eyes On: Picadilly Circus — The Biggest Screen in the World.

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LED screens at Picadilly Circus in London

A Wow Experience in London.

At DMS, we love to inspire – our clients and their customers, our partners and suppliers, and of course, our team. Because we live for wow moments. One such moment for us is the spectacular lighting at Piccadilly Circus – world-famous and a must-see on every trip to London.

Digital Signage in Its Very Earliest Form.

To us, Piccadilly Circus represents the origin of digital signage. For over 100 years, the advertising lights at the world's most photographed billboard in London's West End have been captivating viewers.

Nice to know: Piccadilly Circus is actually a road junction and was once considered the center of the world. Today, it’s certainly the center of commercial displays.

In the beginning, incandescent bulbs lit up the corner building and its façade. Later came illuminated letters, neon lights, digital projections, and since 2011, modern LED displays.

Fun fact: The very first advertisement appeared in 1900 on the roof of the London Pavilion – promoting Spatenbräu beer.

Lights Off: A Commercial Break at Piccadilly Circus.

In 2017, the lights went out – the longest pause since they were switched off during and after World War II. In January 2017, the individual LED screens were turned off at 8:30 a.m. to be replaced by a single massive video wall. Nine months later, in October, the lights came back on. And what a show it was! Finally, it was: #piccadillyon

Think Bigger.

The curved video wall, made of LED segments, impresses with a resolution beyond 4K (UHD) across 780 square meters. It can be used as one full canvas, but is typically divided into six sections that individual companies can book.

Who was there on day one? Among others: eBay, Hyundai, Coca-Cola, and Samsung. These major players secured their mega space on the world’s largest digital screen.

We are inspired by the cutting-edge technology that lets brands shine here. This place is the true definition of "Think bigger." And we dream of one day creating a showstopping moment here for one of the brands we represent at Digitale Mediensysteme.