London Underground Launches Digital Wraparound Station Advertising

Transport for London (TfL) is introducing a cutting-edge advertising format across the Tube network: digital wraparound station advertising. This new format upgrades the traditional station takeover with high-resolution screens that immerse commuters in full-motion content throughout corridors, tunnels, and escalator approaches.

Instead of relying on printed vinyl, advertisers can now dominate the environment using large-format digital displays that follow the curved architecture of the Underground. The result is a striking brand experience that surrounds passengers during key moments of their journey — creating a more memorable, flexible and engaging format than ever before.

What Is Digital Wraparound Advertising?

Wraparounds have long been a feature of high-impact campaigns on the London Underground. From Oxford Circus to King’s Cross, brands have used printed materials to fully brand tunnel walls, walkways, and connecting spaces. The new digital version builds on that foundation, allowing animated, synchronised content to run along the same physical routes.

The new infrastructure includes ultra-wide LED screens and motion-capable panels that line tunnel walls and escalator banks. These digital corridors turn the station into a moving canvas, enabling full-length visual storytelling in some of the network’s busiest locations.

Content can include animated branding, product launches, interactive visuals, and messaging that responds to time of day, day of week, or location-specific events.

Benefits for Advertisers

This new format unlocks significant value for brands looking to dominate high-footfall Underground stations:

• Total Environment Branding: Your campaign wraps around passengers as they move through key station areas.
• High Dwell Time Exposure: Corridors and escalators offer 15–30 seconds of brand engagement per person.
• Creative Flexibility: Easily update messaging across the day, target different audiences, or react to live events and product announcements.
• Premium Locations: Deployed in central Zone 1 stations, giving brands exclusive access to London’s busiest travel hubs.
• Integrated Campaigns: Combine with Digital Gateway Screens, Escalator Panels, or Digital Ribbons for full-station domination.

For performance-led marketers, digital wraparounds also offer stronger measurement potential than static formats. Campaigns can be monitored, updated, and refined over time to improve results — all while maintaining the visual impact of a full-scale takeover.

Launch Locations and Availability

The first digital wraparounds are being trialled in Oxford Circus, Tottenham Court Road, and Piccadilly Circus — three of the most trafficked and commercially valuable stations on the Underground network.

Oxford Circus alone welcomes over 90 million passengers annually and sits at the intersection of key retail and business zones. Tottenham Court Road offers high footfall from the Elizabeth Line and proximity to the West End, while Piccadilly Circus has long been known for iconic advertising at street level. With this upgrade, the same level of visibility and brand prestige is now possible underground.

These stations offer a unique opportunity for advertisers to reach both everyday Londoners and international visitors in an immersive and digitally-enabled environment.

The Future of Station Takeovers

Digital wraparounds mark a significant step in the evolution of Out-of-Home (OOH) advertising. As brands shift towards more agile and responsive campaign planning, the need for dynamic formats within traditional environments continues to grow.

Unlike vinyl wraps, digital allows creative to be tested, rotated, localised, and updated in real time. For product launches, seasonal activations, film releases or brand-led storytelling, this offers greater control without sacrificing scale.

The Underground becomes more than a place to advertise — it becomes a platform to entertain, inform, and influence. By combining long dwell times with high-quality visuals, wraparound station advertising delivers an experience that is both commercially effective and culturally visible.

Book Your Campaign

As availability is limited and interest is high, advertisers are encouraged to start planning early. Our team at London Underground Advertising is ready to help you secure placements, develop creative strategy, and deliver multi-format campaigns that take full advantage of this new opportunity.

We provide end-to-end planning and access across all major Zone 1 and Zone 2 stations, including Oxford Circus, King’s Cross, and Tottenham Court Road.

Plan Your Campaign Today

To explore availability, creative specifications and pricing for digital wraparound campaigns, contact our team. We’ll help you secure your space and build a high-impact campaign that reaches London’s most valuable audiences.