This week, London’s Piccadilly Circus was transformed into an HBO Max spectacle, to celebrate the launch of the streaming platform in the UK.

Across two days (25th, 26th March), film and tv fans were transported into a free immersive experience, where they could explore recreated sets, authentic costumes and props from titles including House of the Dragon, Sex and the City and Euphoria.

HBO dominated both Piccadilly Lights and The Venue – an experiential space owned and operated directly by Landsec’s Spotlight platform.

Kicking off their campaign, the iconic orange Friends sofa appeared next to the Eros statue in the centre of Piccadilly Circus, with hourly performances and photo opportunities for fans. On the roof of Piccadilly Lights, HBO hosted an exclusive press call, with Friends actress Lisa Kudrow, and stars from tv shows such as The Pitt and The Last of Us in attendance, before heading inside The Venue for a special Q&A.

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On Piccadilly Lights, Ocean Labs brought the magic of storytelling to life with an impressive DeepScreen® takeover that spotlighted some of HBO’s biggest titles, including the new seasons of Euphoria and Harry Potter. The 3D creative featured a fire-breathing dragon emerging from House of the Dragon, and Harry Potter’s flying car.

Inside The Venue, across two floors, The HBO Max Experience invited visitors to enter and check in at The White Lotus hotel reception, before following through to Carrie Bradshaw’s Sex and the City apartment. Each room offered a new immersive experience, from sitting on the Iron Throne, to exploring the corridor of Hogwarts.

Downstairs, a wave of mist transported fans to Superman’s world, featuring a mock-up of Superman’s Fortress of Solitude, complete with dry ice, sound and lighting, and 360° projection.

Throughout, original props and costumes from Batman, Wonka, Beetlejuice Beetlejuice and The Conjuring were available to see, before fans could head upstairs for their own Euphoria makeover.

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HBO UK has joined a portfolio of brands who have all transformed Piccadilly Lights and The Venue, including McVitie’s, Fatal Fury and Williams Racing.