The famous Piccadilly Lights are back this month advertising with L'Oreal

Landsec, the UK’s largest commercial property company and owner of Piccadilly Lights, has announced today (October 2) that L’Oréal has signed a deal to advertise on the brand new screen when it is switched back on this month.

L’Oréal will be one of six advertisers at the premium site and is to join Coca-Cola, Hyundai, Samsung and two further brands to be announced. ‘L’Oréal Paris x Balmain Paris Color Riche Lipstick Collection’ will be the launch brand, showcasing 12 limited edition shades of matte lipstick.

The famous Piccadilly Lights - which have been owned by Landsec since the 1970s - have been switched off since January for major renovation work that is to see the original patchwork of screens replaced with a single state-of-the-art 4K LED digital screen and live technology hub.

Gayle Noah, media director at L’Oréal UK & Ireland, said: “L’Oréal is looking forward to using the technologies available to showcase our brands through innovative, impactful content on such an iconic London landmark.

“We are proud to be part of this new chapter in Digital Out of Home advertising. To support the #PiccadillyOn campaign we are delighted to sponsor the 12 shades of our ‘L’Oréal Paris x Balmain Paris Color Riche Lipstick Collection’.”

It will be the largest screen of its kind in Europe and is to have the ability to divide into six full and subtle motion segments. Advertisers will be able to stream live videos, lifestyle updates like weather and sports results, and real time social media feeds.

The countdown to switch on is being supported by the #PiccadillyOn campaign, inviting people to be part of this moment in London’s history in aid of Barnardo’s, the UK’s largest children’s charity and Landsec’s national charity partner for 2017.

At the moment of relaunch, the screens will be powered up with a display of the sponsored colours, each of which will be shown on screen and live streamed on Facebook for people everywhere to watch.

Vasiliki Arvaniti, portfolio director at Landsec said: “We’re delighted to welcome L’Oréal to Piccadilly Lights to be part of this exciting milestone.

“We are continuing the tradition for innovation by offering brands pioneering technology to connect with and create new experiences for the 100m people who pass through Piccadilly Circus every year.

“It’s a privilege to be able to fundraise for Barnardo’s through the #PiccadillyOn campaign as we deliver [this] moment for London.”

Landsec worked with premium digital media owner Ocean Outdoor to secure permission from Westminster City Council to undertake the major upgrade.

The first illuminated advertisement at Piccadilly Circus was installed in 1908 with a Perrier sign. The illuminations were once powered by light bulbs but were soon replaced by neon lights.