‘The Curve’ will become Leicester Square’s new cultural canvas.

Ocean Outdoor has been appointed by Soho Estates, a leading West End property company, to manage its Digital Out of Home (DOOH) assets in London’s Leicester Square following a competitive tender.

Under the terms of the long term contract, a new curved LED wall, measuring 166 square metres and flanked by two existing portrait LED screens, will be installed this summer.

The DOOH landmark, measuring 240 square metres in total, is part of the continued long-term evolution and regeneration of Leicester Square. It will overlook the main pedestrian walkway leading into Leicester Square from the tube station entrance on Charing Cross Road. It will be visible from multiple locations, including from the top end of Leicester Square when walking from Piccadilly towards Covent Garden.  The screen will sit behind bespoke curved glazing, forming part of the building’s new facade.

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In keeping with Leicester Square’s heritage status, full motion and 3D DeepScreen® style content will be available on the large format screen to mark special events including film premieres, cultural, community and charity occasions.

‘The Curve’ is one of just two commercial advertising opportunities in Leicester Square, the other owned by Vue Cinema. Both are now managed by Ocean, forming part of its West End DOOH portfolio. This includes Landsec’s world famous Piccadilly Lights and a large format screen in Carnaby Street.

As London’s No 1 entertainment destination, Leicester Square attracts more than 2.5 million visitors weekly and 250,000 visitors daily during peak periods, with significant dwell times averaging two hours, 25 minutes. Leicester Square hosts more than 50 red carpet film premieres annually. It is home to the biggest LEGO store worldwide, and has direct links to Covent Garden, Piccadilly Circus and Soho, with 40 million entries and exits to and from Leicester Square tube station annually.

There have been illuminated signs in Leicester Square since 1904, adding to its reputation as a world class cultural destination.

Nick Lawson, head of investment and development, Soho Estates said: “Leicester Square has been the heart of London’s entertainment district for more than a century. This investment will ensure it remains at the forefront of global media and cultural events, while providing a significant community benefit as a valuable platform for charities, artists and local community organisations.”

Ocean Outdoor UK CEO Nick Shaw said: “Our new partnership with Soho Estates is a superb addition to our West End DOOH portfolio. Leicester Square gives brands access to a lucrative vibrant global audience in a world famous cultural and visitor attraction, just a few minutes from Mayfair, Carnaby Street and Soho, some the city’s premium retail districts.”