Ocean Outdoor has launched a new digital out-of-home network at Battersea Power Station.

Named ‘The Loop’, the small format network marks the newest addition to its Battersea Power Station portfolio, following on from Ocean’s UK Loop network which already exists in Manchester, Birmingham, St James Quarter in Edinburgh and Canary Wharf.

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The move features full-motion screens with immersive experiential areas and the opportunity for bespoke murals and projections.

The Loop also provides on-screen and mobile augmented reality (AR), mixed reality including gaming and interactivity and live data and video feeds across a total of 41 internal screens positioned across all levels.

As a result, Under Armour, Pepsi, R.E.M. Beauty, Universal and Mini have all been announced as launch partners for the Battersea Power Station partnership.

Ocean Outdoor UK CEO, Phil Hall said: “As one of London’s favourite destinations, Battersea Power Station offers brands and agencies a thriving environment to create unique audience experiences across different creative formats.

“One of out-of-home’s superpowers is the opportunity it gives audiences to be part of real, interactive experiences. OOH offers a unique moment of fame – a money-can’t-buy sharable experience which extends well beyond the physical realm.”