In an industry first, L’Oréal transformed Piccadilly Circus into a five day beauty consumer event that captured millions. “The Worth it Experience”, which focused on inclusivity and empowerment, took over the landmark location using Below The Lights as a unique experiential venue, and the world famous Piccadilly Lights.

As a part of Landsec’s brand experience and customer engagement platform Spotlight, Below The Lights enables brands to build national campaigns by extending on screen media to physical experiences in the heart of London. Since its launch in July, F1 Williams, Sky Premier League and L’Oréal have already brought their brand activations to life in this unique space.

L’Oréal began their week long takeover with a 12-hour TikTok shop live that was streamed from Below The Lights onto Piccadilly Lights, showcasing an impressive 3D DeepScreen® of skincare and makeup products that were available to purchase on the app, or collect in store at retailer Boots. (Boots partnered with the global brand for the takeover and one of their stores sits adjacent to Below The Lights.)

Spread across three floors and with a capacity of over 500, visitors to Below The Lights could enjoy ticketed talks and masterclasses with celebrity stylists, a hair styling bar, makeup bar and complimentary coffee at a Parisian style cafe.

Bringing the runway magic to Piccadilly Circus and attended by close to 300 influencers, the event concluded with a live stream of the Le Défilé ‘Walk Your Worth’ catwalk onto Piccadilly Lights, straight from Paris. Le Défilé celebrates and champions self worth, female empowerment, diversity and inclusion, and saw global figures Cara Delevingne, Viola Davis and Kendall Jenner walking the runway.

Read our case study here.

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