HartDixon is proud to have delivered Below The Lights, a cutting-edge venue beneath the iconic Piccadilly Lights in central London. This project, a collaboration between our client, Landsec, and experienced interior and tech partners including MAP Interiors and Digital Media Technologies, brings brand engagement to new heights, with the benefit of aligning with the advertising potential of the screens above. Under the leadership of Charlie Railton, Partner, and Jon Forth, Senior Associate Partner, the space offers a fusion of innovation and technology.
Innovation and Technology
The development of Below The Lights spanned over a year, with six months in planning and six months on-site. The goal was to create a flexible, multi-use space that could host a variety of events such as product launches, album debuts, talent appearances, and even cultural exhibitions. Brands such as L’Oréal, and Sky have already utilised the venue since its launch over the Silverstone weekend in August with a Williams F1 take-over, to deliver unique, high-impact events that resonate with audiences.
The space was designed to be one of a kind—a truly unique offering. While ‘firsts’ often carry risks, the success of Piccadilly Lights demonstrated the immense value and popularity of a landmark branding space in London. This new venue allows brands to maximise their event space in alignment with the iconic digital advertising opportunities presented by Piccadilly Lights above.
Tech-Driven Flexibility
One of the defining features of Below The Lights is the use of advanced technology to support brand experiences. Approximately one-third of the project’s budget was allocated to technology, providing brands with the tools to create immersive environments. From interactive screens to customisable lighting systems and augmented reality, the venue’s infrastructure allows for seamless brand adaptation with minimal input.
Jon Forth explains, “We wanted to build a space that was as adaptable as it was cutting-edge. Whether it’s a public event or a private, ticketed occasion, the technology we’ve integrated allows brands to make the space their own without sacrificing ease of use.”
Overcoming Site Challenges
Building Below The Lights was not without its difficulties. The location’s small loading bay, heavy foot traffic in one of London’s most visited destinations, and logistical constraints presented unique challenges. Delivering materials and managing operations in such a busy area required meticulous planning and coordination. Despite these constraints, the project team successfully opened the venue on schedule, the deadline of the Silverstone F1 weekend was an immovable goal, demonstrating their ability to work under immense programme pressure.
A Dynamic Design
The design and scope of Below The Lights evolved throughout the project, requiring flexibility from all involved parties. MAP Interiors, the project’s contractor, played a crucial role in adapting to the dynamic design requirements. Their willingness to evolve with the vision of the space made them the perfect partner for such a unique and ambitious project.
“The nature of the brief required continuous evolution. We were tasked with creating a space that not only integrated the latest technology but also set new standards for event and brand activation. The scope was so wide that this in itself became a challenge, the technology wishlist was endless! While the brief evolved, the budget and deadline remained fixed, presenting unique circumstances that occasionally tested the team’s limits. However, through exceptional collaboration and effective management, the venue opened on time, offering a completely immersible brand space.” Charlie Railton, Partner.
The result is a venue that provides a canvas for brands to create unforgettable experiences. Whether it’s serving as a retail space, a gallery, or a venue for exclusive product launches, Below The Lights is equipped to handle it all.
Looking Ahead
The venue’s unique blend of technology, flexibility, and prime location under one of the world’s most famous digital billboards makes it a game-changer for brand engagement in London.
In the words of Charlie Railton, “Below The Lights is not just a venue, it’s a benchmark for the future of brand activation. We’re proud to have played a part in bringing it to life, and we’re excited to see how it will continue to evolve and inspire.”
With its doors now open, we look forward to seeing the possibilities of experiential marketing taken to the next level at Below The Lights.