Ocean Outdoor Secures Soho Estates Partnership to Unveil ‘The Curve’ in Leicester Square

The West End’s digital out-of-home (DOOH) landscape is getting a massive upgrade. Following a highly competitive tender process, premium DOOH operator Ocean Outdoor has been appointed as the exclusive media partner for Soho Estates, managing its high-profile digital assets in London’s iconic Leicester Square.

The crown jewel of this long-term contract is “The Curve,” an ambitious new 240-square-meter digital landmark set to debut this summer.

A New Cultural Canvas in the Heart of Theaterland

The center of the installation is a massive, brand-new curved LED wall measuring 166 square meters. To maximize its visual real estate, the curved display will be flanked by two existing portrait LED screens, seamlessly tying the entire 240-square-meter facade together.

Integrated directly behind a bespoke, curved architectural glazing system, the display will form an integral part of the building’s updated facade. Strategically positioned, it will look directly over the primary pedestrian walkway leading into Leicester Square from the Charing Cross Road tube station entrance, ensuring maximum visibility for anyone walking from Piccadilly toward Covent Garden.

DeepScreen® 3D and Full-Motion Capabilities

Given Leicester Square’s heritage status as the entertainment capital of the UK, the screen isn’t just built for standard loops. Ocean Outdoor will deploy its signature 3D DeepScreen® technology—the naked-eye 3D effect that has transformed forced-perspective advertising globally—alongside full-motion capabilities.

The screen is designated as a cultural canvas, meaning it will serve dual purposes: acting as a premium commercial billboard and providing a high-impact platform to celebrate London’s cultural calendar, including movie premieres, local community events, and charity takeovers.

Consolidating the West End’s “Golden Triangle”

With this win, Ocean Outdoor effectively consolidates the commercial advertising space in Leicester Square. The square only contains two commercial advertising opportunities: this Soho Estates location and the existing screen on the Vue Cinema facade. Both are now officially under Ocean’s management.

The addition strengthens Ocean’s dominant West End DOOH network, which already features Landsec’s world-famous Piccadilly Lights and the newly launched wide-format Screen on Carnaby Street.

Why the Footprint Matters to Advertisers

For brands looking to capture premium international and domestic foot traffic, the numbers behind Leicester Square are hard to ignore:

• Weekly Footfall: Attracts over 2.5 million visitors per week (250,000 daily during peak periods).

• Massive Dwell Times: Visitors linger for an average of 2 hours and 25 minutes.

• The Red Carpet Factor: The location hosts more than 50 red-carpet film premieres every year.

• Transit Volume: Leicester Square tube station sees roughly 40 million entries and exits annually.

Industry Perspectives

Commenting on the announcement, Nick Lawson, Head of Investment and Development at Soho Estates, noted that the upgrade keeps the historic site at the cutting edge:

“Leicester Square has been the heart of London’s entertainment district for more than a century. This investment will ensure it remains at the forefront of global media and cultural events, while providing a significant community benefit as a valuable platform for charities, artists, and local community organisations.”

Nick Shaw, CEO of Ocean Outdoor UK, highlighted the strategic value for premium brands: “Our new partnership with Soho Estates is a superb addition to our West End DOOH portfolio. Leicester Square gives brands access to a lucrative, vibrant global audience in a world-famous cultural and visitor attraction, just a few minutes from Mayfair, Carnaby Street, and Soho.”