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BackLite UK expands large-format outdoor ad portfolio

Photo: BackLite UK

April 29, 2026

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BackLite UK, a digital out-of-home operator, has launched The Knightsbridge, the latest addition to the company's Landmark Series, expanding its large-format outdoor ad portfolio.

The Knightsbridge is a revamped flagship installation at the Piccadilly Underpass site and now features two new 2.8 meter-by-14.4 meter screens, according to a press release.

The two screens generate more than 3 million fortnightly impacts. Positioned on the eastbound and westbound approaches, the displays are visible to both vehicle and foot traffic moving around the high-end shopping and leisure destinations of Knightsbridge, Belgravia and Mayfair.

While BackLite UK handles all media sales for the site, the assets are owned by Wildstone.

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. The companies have since begun a refurbishment program of these assets, with the overhaul of the Hyde Park Corner site among the early priorities.

Central to the revamp was the installation of 1440 x 280-pixel digital screens, which were provided by LED manufacturer Daktronics. BackLite UK chose the US-based firm's 10mm Outdoor Blue displays due to their high quality and contrast, strong sustainability features and industry-leading processing.

"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.

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