Few places capture the changing face of London quite like Piccadilly Circus. At its heart are the famous Piccadilly Lights, a landmark where architecture, advertising and technology have evolved together for more than a century.
Illuminated advertising began appearing at Piccadilly Circus in the early 20th century, with brands including Perrier and Bovril among the early names associated with the displays. What started with simple electric bulbs gradually evolved into neon signs, illuminated displays and eventually sophisticated digital technology.
During the Second World War, the famous lights were switched off as London entered the blackout. They later returned and continued to change with each new generation of advertising technology. In 2017, another major transformation took place when the separate advertising displays were replaced by a single enormous curved high-definition digital screen.
But one of the most interesting stories is actually hidden behind the lights.
The surrounding complex has undergone a major redevelopment known as Lucent, designed by Fletcher Priest Architects for Landsec. The project brings together 13 existing buildings behind the famous Piccadilly façade, combining new office, retail and residential spaces while working within one of London’s most recognisable and historically complex locations.
Piccadilly Lights is therefore much more than an advertising screen. It demonstrates how a London landmark can continually adapt to new technology and new uses while remaining an instantly recognisable part of the city.