Ocean Outdoor has launched The Screen on Carnaby, a new premium advertising opportunity in the heart of London’s fashionable retail and entertainment district.

Measuring  6m x 2.9m, the static landscape screen is positioned above The London Palladium Wall of Fame which is opposite the north entrance to Soho’s Carnaby Street and the world famous luxury retailer Liberty.

The Carnaby location forms a “golden triangle” for brands when combined with Ocean’s large format screen in the heart of Soho’s Leicester Square and Piccadilly Lights in Piccadilly Circus.

It launches this week with a campaign from Carnaby resident adidas featuring the FW24 Originals campaign. Planned through EssenceMediacom, the campaign runs until 31 October.

Ocean Outdoor chief revenue officer Nick Shaw said: “The timing couldn’t be better to be launching a new screen in the heart of London’s premium retail. The fight for the consumer pound will be fierce this Christmas, so a platform for brands capturing audiences in Soho, Regent Street and Oxford Circus is going to be a great addition for advertiser choice.”

A centre for fashion and cultural revolution, Carnaby Street first became a global destination in the 1950s, its hip boutiques and underground clubs a magnet for rock stars, Hollywood celebrities and young people.

With more than 100 retailers and 70 restaurants across 14 streets, Carnaby quarter offers an eclectic mix of flagship stores, cultural experiences, seasonal pop ups, live music, festivals and a burgeoning restaurant scene.

On average, 44 million people a year visit the Carnaby area.