The iconic billboard lights of Piccadilly Circus here were switched off today for the first time for an extended period since World War II for essential renovations.
The hoardings, which have displayed electrical advertisements for more than a century at one of London's most famous tourist spots, have been replaced by a temporary advertising banner while work is carried out.
Under the renovation plans, a permanent single screen will be unveiled later this year to replace the current six split screens.
"The light's transformation into Europe's largest single digital screen is a showcase of London's innovation and will bring visitors an enhanced entertainment experience, whilst offering businesses a world-leading platform to engage with the 400 million people who visit the wider area each year," said Ros Morgan, CEO of Heart of London Business Alliance.
Around 100 million people are estimated to pass through Piccadilly Circus every year, making it one of the busiest areas of the British capital.
As well as being an advertising board, the new screen will be able to provide live video streaming and give updates about events such as the weather and sports results.
The lights have previously gone out in 1939 to comply with World War II blackouts and were not switched back on until 1949.
Since then, they have only been turned off on rare occasions as a mark of respect, including during the funerals of Britain's war-time Prime Minister, Winston Churchill, and Diana, Princess of Wales.
The new display will be the same size as the current space and will be shared by six advertisers, including Coca-Cola which has been advertising at Piccadilly Circus since 1954 and Samsung.
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