An energetic and interactive Leicester Square hoarding for UKPN in the heart of London
A hoarding design for the heart of London and the home of entertainment whilst UK Power Networks carry out essential upgrade works to the energy infrastructure beneath Leicester Square Gardens.
Powering the heart of London
A little known fact about Leicester Square is that it is home a huge subterranean electricity substation. Her Majesty the Queen, opened the substation in 1991 and it has since been supplying reliable continuous electricity to the square and much of Central London. After 30 years, it is now time to upgrade some of the plant.
As part of our ongoing work for Leicester Square, Lantern was commissioned by UKPN to create an engaging and interactive hoarding design. UKPN’s upgrade works are planned to take 18-24 months to complete, therefore the design needed to become a welcome asset for the square – both for visitors and for local businesses.
Fusing energy and entertainment
The idea for the design was to visualise the link between the vibrant heart of London and how this is enabled by energy and therefore UKPN. The visual language of electrical circuit boards and diagrams blends in and out of iconography that celebrates the square’s heritage.
Large illuminated headlines, such as ‘Powering 250,000 days out’ and ‘Mesmerising 6,000 cinema lovers’ wrap around the face of hoarding to showcase some of the amazing entertainment facts about LSQ. As well as messaging, selfie moments encourage people to interact with the design. A giant illuminated ‘Power Pose’ mirror and ‘Star of the Show’ neon sign allows people to become stars of the square.
Business as usual
As well as being celebratory, it was important to communicate that the Leicester Square is still open for business. QR codes pepper the design which, when scanned, reveal exclusive offers and discounts for adjacent businesses. Wayfinding on each corner also helps to signpost local businesses and guide people around the hoarding.
“I think what’s brilliant, in it’s bold colours, in it’s messaging, it really encapsulates all the different stories and all the different businesses that are happening in the heart of Leicester Square and I think all of this is powered by UK Power Networks.
EmmaDeSouza, Head of Marketing and Communications, Society of London Theatre