Leadingpremium DOOH operator BackLite UK has expanded its deluxe large-format outdooradvertising portfolio with the launch of The Knightsbridge, a revamped flagshipinstallation located on the busy tunnel connecting London’s most affluentareas.

The Piccadilly Underpass site, which sits alongside Hyde Park Corner, incorporates two new 2.8m x 14.4m screens, which between them 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.

The site’s upgrade was aimed at enabling BackLite UK to incorporate The Knightsbridge, which is surrounded by renowned retail outlets such as Harrods and Harvey Nichols, into its most exclusive collection, the Landmark Series. Designed to appeal to upscale advertisers, this range also includes the iconic The Cube @ Flannels, the Shoreditch Stack and the Wandsworth Roundabout.

While BackLite UK now handles all media sales for the site, the assets are owned by Wildstone. The latter, the world’s largest owner of outdoor advertising infrastructure, secured a long-term licence for the underpass in a competitive tender process run by Westminster Council last year.

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 (MMG). The companies have since begun a refurbishment programme of these super-premium assets, with the overhaul of the Hyde Park Corner site among the early priorities.

Central to the site’s revamp was the installation of 1440 x 280-pixel digital screens, which were provided by leading 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 premiumisation of the site has already led to a number of high-profile brands taking out advertising space, including Burberry, Club Med and Franck Muller.

Jack Fleming, Head of Sales at BackLite UK, said:

“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 calibre. We quickly recognised the site was much more than an underpass and we worked closely with Wildstone to develop it into something that really stands out.”

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 really excited to secure BackLite UK as our media partner as its focus on luxury brand advertisers meant we were completely aligned on what the upgrade should entail. This is just 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.”