DOOH Advertising

BackLite UK debuts addition to Landmark Series

Photo: BackLite UK

May 14, 2026

Summarize with

BackLite UK, a digital out of home operator, has expanded its large-format outdoor advertising portfolio with The Knightsbridge, a revamped flagship installation on a London tunnel.

It worked with asset owner Wildstone on the Piccadilly Underpass upgrade. Burberry, Club Med and Franck Muller are brands advertising on the site, according to a press release.

The Piccadilly Underpass site, which sits alongside Hyde Park Corner, incorporates two new 2.8 meter x 14.4 meter screens, which between them generate more than 3 million fortnightly impacts.

The displays are visible to both vehicle and foot traffic moving around the high-end shopping and leisure destinations of Knightsbridge, Belgravia and Mayfair.

The site's upgrade was aimed at enabling BackLite UK to incorporate The Knightsbridge, which is surrounded by retail outlets such as Harrods and Harvey Nichols, into the Landmark Series.

The Knightsbridge is one of more than 10 prime London locations included in an agreement struck last year between Wildstone and BackLite UK's parent company, UAE-based Multiply Media Group.

Central to the site's revamp was the installation of 1440 x 280-pixel digital screens, which were provided by LED manufacturer Daktronics.

BackLite UK chose the U.S.-based firm's 10mm Outdoor Blue displays.

"The Knightsbridge is a fantastic addition to our Landmark Series as it fits perfectly within our most prestigious collection. There are very few OOH assets in the vicinity and certainly no others of this size and caliber. We quickly recognized the site was much more than an underpass and we worked closely with Wildstone to develop it into something that really stands out," Jack Fleming, head of sales at BackLite UK, said in the release.

DOOH Advertising