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Luxury lifestyle brand Stella McCartney has made its debut on the new Piccadilly Lights in the heart of London’s shopping and entertainment district.

Piccadilly’s single state-of-the-art 790m² LED advertising display is supported by a unique live technology hub which delivers dynamic content across the screen.

This is the first time eponymous fashion label Stella McCartney has taken a presence in a mainstream out of home environment. The label’s launch campaign features sneakers and bags from the AW17 collection.

The label shares one of six rotating advertising slots with heritage brand Hunter, taking over the entire screen for 40 seconds at the start of every 10 minute loop.

The brands join a line-up of iconic advertisers, appearing alongside Coca-Cola, Hyundai, Samsung and L’Oréal Paris.

An estimated 100 million people pass through Piccadilly Circus every year, footfall boosted by tourists and shoppers, making the Lights one of the world’s prime advertising spaces.