Piccadilly Circus lights open to new brand as Sanyo exits

Piccadilly Circus: displays for Samsung, Coca-Cola, McDonald's, TDK and Sanyo
Piccadilly Circus: displays for Samsung, Coca-Cola, McDonald's, TDK and Sanyo

One of the world's most iconic advertising sites is going up for grabs after Japanese electronics brand Sanyo called time after 33 years at London's Piccadilly Circus.

The move will allow a new brand to take over and update the Sanyo site, which is passed by an estimated 56 million people per year, with an LED screen.

The Sanyo sign, situated on the bottorm right, is the only neon-lit example left out of the six displays that overlook the statue of Eros.

TDK updated its neon sign in 2010, adopting LED as had the three other long-term brands: Coca-Cola, McDonald’s and Panasonic.

The bottom left of the six panels was occupied by Budweiser until 2007, when it was replaced by the long Picadilly Lite LED screen, which can be booked for short campaigns through Clear Channel.

The last time a new brand arrived on the site was in 1994, when Samsung took over from Panasonic, after TDK took over from Kodak in 1990.

It may be Sanyo’s progressive absorption by Panasonic, ironically, that is behind its forthcoming disappearance from the site.

Coca-Cola has been on the display since 1955 and McDonald’s since the 1980s.

Sanyo has occupied its current site since 1984 and it took its first sign in 1978.

The Piccadilly Lights have been owned by commercial property group Land Securities since the 1970s.

Tim Allibone, asset manager for the London Portfolio at Land Securities, said: "This really is a very rare opportunity for a brand to become part of the London landscape.

"Whoever is fortunate enough to secure the available space, will benefit from a huge influx of tourists anticipated to come to London in the next couple of years in addition to the usual 56 million pedestrians and passengers which pass by every year."

The 56 million figure consists of 34 million pedestrians; 17 million people in coaches; 2.6 million taxis and 2.4 million cars.

The retail units below the site are currently occupied by Boots, Gap and Barclays.

Another brand displayed in Piccadilly Circus is LG, the South Korean electronics manufacturer, which in 2007 took out a seven-year tenancy opposite the Piccadilly Lights and installed a curved LED screen.

The Picadilly Lights have showcased 50 brands in just over 100 years of existence, including BP, Carlsberg, Foster’s, Guinness, Kodak, Gordon’s, Max Factor, Nescafe, Schweppes and Volkswagen.

The first brand to appear in illuminated lights was Perrier in 1908 and the first to appear in neon was Bovril.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug