Stella McCartney signs Piccadilly Lights ad deal

British luxury label Stella McCartney and heritage brand Hunter have signed deals to advertise in one of the six positions on the famous Piccadilly Lights screen, which will be switched back on this month following renovations.

Landsec, the owner of Piccadilly Lights, confirmed that the brands would share one of the six advertising spots on rotation until January 2018 on the new innovative screens, which have been renovated to replace the original patchwork of screens with a single state-of-the-art 4K LED digital screen and live technology hub.

Piccadilly Lights, located at Piccadilly Circus, will be the largest screen of its kind in Europe and will have the ability to divide into six full and subtle motion segments. Advertisers will be able to stream live videos, lifestyle updates, and real-time social media feeds. The advertising panel is a big draw as it seen by an estimated 100 million people that pass through Piccadilly Circus each year.

This will mark the first time eponymous fashion label Stella McCartney has taken a presence in a mainstream an ‘out of home’ environment, however, Hunter has used the medium since 2015 when the brand live-streamed its London Fashion Week Catwalk show across multiple Ocean Outdoor screens.

They join Coca-Cola, Hyundai, Samsung and L’Oréal Paris, who are also advertising as part of the relaunch of the lights.

Vasiliki Arvaniti, portfolio director at Landsec, said: “Both Stella McCartney and Hunter are as iconic as Piccadilly Lights itself; we are very excited to see how the brands use this unique platform to connect with their audiences. This collaboration is an excellent reflection of the pioneering display capabilities of the screen and testament to how flexible the platform can be.”

Image: via piccadillylights.co.uk