London’s iconic Piccadilly Lights could soon be able to more directly immerse audiences through the use of augmented reality (AR) technology. Landsec, the owner of the Piccadilly Lights, has begun a test to bring interactive 3D experiences to the famous screen alongside Ocean Outdoor, which operates and markets the Lights on behalf of Landsec, and AR outdoor media company Darabase.

Audiences will be able to connect to the screen via Piccadilly’s wi-fi network or over 4G and 5G to discover interactive 3D content through their mobile handsets.

“At Piccadilly Lights, we are always innovating with market leading solutions to engage and entertain the audience,” said Derek Manns, Landsec Commercial Media Director. “The opportunity to develop mobile AR solutions and extend the creative canvas of the Lights is an exciting opportunity that we are delighted to bring to the market.”

Examples of the possibilities include presenting a virtual rainbow above the screen during London’s Pride parade or flicking a virtual javelin toward the screen as part of an Olympics experience. There will also be a chance for brands to engage audiences – local stores could drive footfall by using mobile AR arrows or fashion retailers could show off their products via a virtual catwalk above the screen, for example.

Trials are also being conducted into enabling the syncing of personal audio to the screen, so that entertainment content can appear on a viewer’s mobile as it appears on the Piccadilly Lights.

“We are working with Landsec to introduce memorable, COVID-safe environments which use the scale of Piccadilly Lights to provide rich, immersive, visual experiences,” said Catherine Morgan, Director of Ocean Labs. “Screen-triggered mobile AR is the next big step in these advancements, allowing advertisers to use the content that is generated to drive footfall in the moment and to prime their wider mobile media campaigns.”