BackLite UK launches Knightsbridge digital ad site

BackLite UK has launched a new digital out-of-home advertising installation at the Piccadilly Underpass in Knightsbridge as part of its Landmark Series.

The installation, known as The Knightsbridge, was developed with asset owner Wildstone. It features two 2.8m x 14.4m screens on the eastbound and westbound approaches near Hyde Park Corner.

BackLite UK says the location reaches traffic moving through Knightsbridge, Belgravia and Mayfair, with the displays visible to motorists and pedestrians travelling between some of central London’s best-known retail and leisure districts. The two screens generate more than 3 million fortnightly impacts, according to the company.

The site is close to luxury retail destinations, including Harrods and Harvey Nichols. Advertisers already appearing on the screens include Burberry, Club Med and Franck Muller.

London Refurbishment

The launch forms part of a wider refurbishment programme linked to an agreement between Wildstone and Multiply Media Group, the Abu Dhabi-based parent of BackLite UK, covering more than 10 London sites. Multiply Media Group entered the UK out-of-home market through its partnership with Wildstone.

Wildstone owns the Knightsbridge assets, while BackLite UK handles media sales. Westminster Council awarded Wildstone a long-term licence for the underpass through a competitive tender process.

BackLite UK has positioned The Knightsbridge within its Landmark Series, a collection aimed at advertisers seeking large-format digital sites in prominent urban locations. The range also includes The Cube @ Flannels, the Shoreditch Stack and the Wandsworth Roundabout.

At the centre of the upgrade is a pair of 1440 x 280-pixel digital screens supplied by Daktronics, a US LED manufacturer. BackLite UK selected Daktronics 10mm Outdoor Blue displays for the project.

The development adds to competition for premium outdoor advertising sites in central London, where supply is limited and large-format digital inventory near affluent shopping districts remains relatively scarce.

Jack Fleming, Head of Sales at BackLite UK, said: “The Knightsbridge is a fantastic addition to our Landmark Series, fitting perfectly within our most prestigious collection. There are very few OOH assets in the vicinity, and certainly none of this size and calibre. We quickly recognised the site was much more than an underpass, and worked closely with Wildstone to develop something that really stands out.”

Wildstone says the site was always intended for advertisers targeting the premium end of the central London market. The company has been expanding its role as an owner of outdoor advertising infrastructure while working with media operators on digitisation and upgrades.

Andrew Foster, Group Partnerships Director at Wildstone, said: “With its location in the heart of prime central London, we always believed this site was ideally suited to the premium end of the market. We were therefore excited to secure BackLite UK as our media partner, as its focus on luxury brand advertisers meant we were fully aligned on what the upgrade should entail. This is one of a number of high-end refurbishments we’re carrying out in partnership with BackLite UK and, given our success here, we’re excited to see what the future holds.”