Interactive brand space launches below Piccadilly Lights [Video]

The famous Piccadilly Lights advertising space at the bottom of London’s Regent Street is to get a new addition with the launch of event space ‘Below The Lights’. It has been created “in response to growing demand for premium experiential marketing”.

The Piccadilly Lights have been increasingly popular for fashion and beauty brands in recent years and the new development is clearly an opportunity for them.

Landlord Landsec expects events such as fashion shows, product launches, pop-ups, retail promotions and more in the space. 

Operated directly by the property giant’s Spotlight platform, a dedicated team will work in collaboration with outdoor advertising specialist Ocean Outdoor (which manages the ad sales of Piccadilly Lights for Landsec), and cultural marketing agency 160over90, part of Endeavor, “to curate a calendar of brand and cultural events for Below The Lights”.

It will be spread across three floors and has a capacity of over 540 people in …