Why Station Takeovers on the London Underground Are the Boldest Ad Format in Town

Total Takeover: Turning Tube Stations into Brand Worlds

There’s advertising… and then there’s station takeover advertising — the ultimate flex for any brand wanting to make a London-sized impact. Picture this: commuters stepping into a Tube station and finding themselves completely immersed in your brand’s world. Every poster, panel, roundel, and even the signage has your message. It’s not just marketing. It’s a full-blown brand experience.

At London Underground Advertising, we know a thing or two about Tube campaigns. And while we didn’t deliver the following showstoppers ourselves, Samsung and Burberry have both proven just how jaw-dropping a station takeover can be. Let’s dive in.

Fold Town: Samsung's East London Power Play

Back in East London, Samsung went all in for the launch of its Galaxy Z Fold6 and Z Flip6. The tech giant didn't just put up a few posters — they temporarily renamed Old Street station to Fold Street. Yes, really.

They didn’t stop there. The takeover transformed the iconic Old Street Roundabout digital site, wrapped station signage, and even placed quirky folded art pieces — think twisted lampposts and crumpled phone booths — right on the station concourse.

This was more than just a campaign. It was a playful, high-tech reimagining of urban space. Every inch of Old Street screamed innovation, making Samsung’s folding phone the undisputed star of the show.

Want to craft a campaign that turns heads like this? Our Digital Escalator Panels, Digital 6-Sheets, and Digital Gateway formats are ideal tools for similar impact.

Burberry Street: Fashion Meets the Underground

Not to be outdone, Burberry turned Bond Street station into its very own “Burberry Street” as part of their London Fashion Week push. Talk about making an entrance.

The entire station got the Burberry treatment — from the outside signage to the iconic TfL roundels on the Central, Jubilee, and Elizabeth Line platforms. All of it was dipped in their newly iconic ‘knight blue’, marking a bold new chapter in the brand’s story.

This activation was about aligning luxury heritage with London’s vibrant public spaces — and what better way to do it than by taking over one of the city's busiest shopping arteries, just a stone’s throw from their flagship store?

If you’re a fashion, lifestyle or premium brand looking to dominate zones 1 and 2, we can help you unlock iconic stations like Oxford Circus, Bond Street, or Piccadilly Circus.

What Actually Is a Station Takeover?

A station takeover means dominating nearly every advertising space inside a Tube station — often including:

• 6-Sheets and 12-Sheets
• Digital Screens
• Escalator Panels
• Tube Car Panels
• Station entrances, roundels, and wayfinding signage

It’s a total brand domination moment, ideal for launches, major announcements, or cultural events. And with footfalls in the millions across London’s busiest Tube stations, your message will be impossible to miss.

Takeovers combine high-impact visuals with sustained impressions, meaning commuters don’t just see your brand — they live in it for the duration of their journey.

Is It Worth the Spend?

Let’s be real — takeovers aren’t the cheapest format. But the value is crystal clear when you consider the scale, visibility, and brand recall. If you're asking how much does it cost?, we break it down in our guide on The Price of Visibility.

The return on investment for this format goes beyond clicks and impressions. It’s about cultural presence, newsworthiness, and unforgettable moments — like renaming a station after your brand.

Let’s Make the Underground Yours

Inspired by what Samsung and Burberry pulled off? We’re here to help you plan your own larger-than-life campaign. Whether you're ready to explore a full station takeover or want to test the waters with in-carriage ads, our team is just a message away.

🚇 Ready to turn London into your brand’s playground? Contact us and let's build something bold.