Piccadilly Circus: Where London’s Advertising Story Shines Brightest

Few places in the world capture the pulse of urban life quite like Piccadilly Circus. Often referred to as the "Times Square of London," this bustling hub has been a magnet for foot traffic, entertainment, and – most famously – advertising for over a century. Nestled directly beneath this iconic junction lies Piccadilly Circus Tube station, a station that’s not just a transport node but a gateway into one of the most enduring and dynamic advertising spaces in the world: the Piccadilly Lights.

From Illuminated Billboards to Digital Spectacles

Advertising first made its home at Piccadilly Circus in 1908, when a Perrier sign was installed high above the junction. By the 1920s, incandescent lights adorned the skyline, illuminating the night and drawing attention from the swathes of people passing through central London. Over the decades, brands like Coca-Cola, Guinness, and Sanyo used the space to position themselves at the cultural heart of the capital.

The Piccadilly Lights themselves, positioned just outside the Tube station, quickly became a symbol of brand prestige. To advertise here was – and still is – a statement of scale and global intent. What began as static signage evolved into neon, and then into the curved, high-definition digital screens that dominate today. In 2017, the six separate screens were replaced with a single 4K LED digital screen, one of the largest of its kind in Europe, enabling dynamic, full-motion content that changes throughout the day and responds to live data.

The Tube Station at the Heart of It All

Piccadilly Circus Tube station opened in 1906 and remains one of the busiest stations in London’s Zone 1. Intersecting the Bakerloo and Piccadilly lines, the station funnels millions of commuters and tourists directly into the heart of the West End – an area teeming with theatres, restaurants, and flagship retail stores. It's this footfall that has made the surrounding advertising space such a powerful asset.

Within the station itself, in-station formats like escalator panels, ticket gateways, and digital gateway screens mirror the spectacle above ground. Brands frequently use this inventory in tandem with the Piccadilly Lights, creating end-to-end dominance from platform to pavement.

If you’re curious about how you can tap into this high-impact environment, check out our station advertising formats or view Piccadilly Circus station-specific opportunities. For a campaign on the Piccadilly Lights themselve, we recommend OOH International.

Then vs Now: Campaigns Through the Decades

In the past, Piccadilly Lights were home to static creative that stayed in place for months, often becoming ingrained in the cultural fabric of the time. Fast forward to today, and brands have the opportunity to run real-time digital campaigns, harnessing social media integration, live data feeds, and 3D effects.

For example, recent campaigns from brands like Samsung, LEGO and Netflix have used the latest DOOH tech to create immersive, interactive displays that stop passers-by in their tracks. These campaigns often link directly to mobile experiences, using proximity targeting and QR codes to drive instant engagement – a far cry from the postered boards of the early 20th century.

This evolution mirrors the rise in programmatic digital out-of-home (pDOOH) advertising, which allows advertisers to change messaging based on weather, time of day, or audience demographics – something unimaginable when Perrier first lit up the skyline in 1908.

Piccadilly Circus Station from 1983

Why Advertise at Piccadilly Circus Today?

The reason for advertising here is the same as it’s always been: unrivalled visibility and prestige. But the tools available now mean you can be more creative, more responsive, and more connected to your audience than ever before.

Whether you're looking to run a station takeover, leverage digital ribbons, or complement your above-ground campaign with in-station poster adverts, Piccadilly Circus offers a full-circle opportunity to engage London’s vibrant audience.

Ready to bring your campaign to the heart of the capital? Contact us to learn how we can help you light up London – just like generations of global brands have done before you.