A new large-format curved LED display has joined the advertising landscape of London’s Leicester Square. Known as The Curve, the 166 m² screen was supplied by ClearLED and is managed by Ocean Outdoor. Positioned alongside two existing portrait LED screens, it forms part of a wider digital display installation in one of London’s best-known entertainment districts.
The new installation combines a curved display surface with the building’s redesigned facade. It also adds another venue for advertising, film premieres and selected cultural events in the heart of London’s West End.
The Curve measures approximately 17.28 metres wide and 9.6 metres high, giving it a total display area of 166 square metres. The screen uses a 4.4 mm pixel pitch and sits behind bespoke curved glazing that follows the building’s facade.
Its position is another defining feature. The display overlooks the main pedestrian route into Leicester Square from the Charing Cross Road Underground station entrance. Its location also makes it visible from other parts of the square, including the approach from Piccadilly Circus towards Covent Garden.
Rather than standing as a separate structure, the curved screen forms part of the building’s exterior. This arrangement gives the installation a prominent presence while following the shape of the facade.
The new curved LED display is flanked by two existing portrait-format LED screens. Each of these screens measures approximately 2.88 metres wide and 12.8 metres high.
Together, the three displays provide around 240 square metres of digital display space. The arrangement combines the wide central screen with two tall side screens, creating a coordinated visual setting for advertising campaigns and special presentations.
The distinction between the individual screen and the complete installation is important. The Curve itself covers 166 m², while the 240 m² figure refers to the combined area of all three displays.
Ocean Outdoor manages the commercial advertising opportunities across the installation. The screens can support brand campaigns, static and full-motion advertising, and special activations.
The Curve also has a role in selected events. Its full-motion and 3D DeepScreen content capabilities can be used for occasions such as film premieres, cultural programmes, community events and charity activities.
However, Leicester Square’s heritage status shapes how the display is used. Full-motion and 3D content is available for designated occasions rather than being presented as unrestricted, continuous programming.
With its curved screen, coordinated display layout and prominent location, The Curve adds a new large-format LED advertising venue to Leicester Square. The installation brings together commercial display applications and event-based content within one of London’s established entertainment destinations.
