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London Gets Europe’s Largest Single LED Screen

Posted by Fay Bromilow on

Europe’s largest single LED display has been unveiled in London’s Piccadilly Circus. The famous billboard, which has been in use for more than a century, has been brought up to the minute with a new display.

The BBC reports that until recently, the external LED display actually comprised six separate screens. They were removed last January and replaced with a temporary banner while work was carried out to renovate the display.

Now that works have been completed, the six screens have been replaced by a single external LED display - the biggest of its kind in Europe at approximately 780 square metres.

Currently, six advertisers share the space and can change the content displayed depending on elements like the weather - if the temperature around the billboard falls, the ads shown may change to reflect more weather-appropriate products, the BBC states.

Electrical adverts have been shown at the site since 1908, when Perrier was the first brand to feature. The recent renovation work saw the lights switched off for the first time since World War II, with the exception of special events and power cuts.

Interactive and fully responsive, the LED screen houses more than 11 million bulbs for enhanced image quality, boasting one of the highest resolutions in the world, according to the broadcaster.

A cradle has been installed at the top of the billboard to allow for easier cleaning and maintenance of the LED display. The screen is estimated to last for around ten years and will allow for modern content sharing, such as live video streaming.

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