Development in London’s busy West End continues at pace and this week, property giant Landsec has unveiled its previously flagged major brand experience concept, ‘Below The Lights’.

It has opened its doors underneath the world-famous Piccadilly Lights, offering an immersive, interactive new space. Its first partner brand for the opening is Willams F1, which hosted its UK fan zone in the location ahead of the British Grand Prix.

As a part of Landsec’s brand experience and customer engagement platform ‘Spotlight’, Below The Lights “enables brands to build national campaigns by extending on-screen media campaigns to a physical experience in the heart of London”. 

Williams F1 Sponsor, Kraken, is also running a media campaign on Piccadilly Lights during the brand’s occupation of the space and while motor racing and a cryptocurrency exchange might not seem very relevant to the fashion industry, the potential for fashion (and indeed beauty) brands at the space is also huge.

It’s spread across three floors with capacity for over 500 people. 

At the moment the experiential space is bringing F1 fans “unrivalled access to the sport… through state-of-the-art lighting, sound systems and a series of large-format Ultra HD digital displays for high-impact audio-visual experiences”.  

And even within this non-fashion takeover, there’s a fashion element as the experience includes displays of memorabilia worn by Championship-winning Williams Racing drivers. Plus fans can shop the Williams Racing team merchandise collection, including an exclusive British Grand Prix collection.

Derek Manns, Head of Commercialisation at Landsec said: “Below The Lights is a truly immersive space which enables consumers to actively engage with brands in a completely new way. We’re thrilled to work with Williams to host their UK Fan Zone in the one of the most well-known and highest footfall locations in the UK.”

For the future, a dedicated team will work in collaboration with Ocean Outdoor, which manages the advertising sales of Piccadilly Lights for Landsec, and cultural marketing agency 160over90 (part of Endeavor) to curate a calendar of brand and cultural events for Below The Lights.

Landsec said that “brands looking to create ‘national’ campaigns can occupy Below The Lights in conjunction with advertising on Piccadilly Lights in London and physical activations across Landsec’s UK-wide portfolio of prime retail destinations”.