Soho Estates has been given the green light to install a massive new curved LED screen, named The Curve, in Leicester Square, with the billboard expected to be up and running by the end of summer 2026. The screen is the first component of a proposed larger entertainment complex that still awaits planning permission.
Screen specifications and location
The Curve will be positioned above the Burger King on the northeast corner of the square. It measures 17.3 meters wide and 9.6 meters high, with two portrait-oriented screens flanking it, bringing the total advertising area to 240 square meters.
Like the existing big screen above the Vue cinema, known as The Screen, The Curve will broadcast advertising and also be available for special events such as film premieres, cultural events, community gatherings, and charity occasions.
Two modes of operation
The screen will operate in two modes: screen mode and facade mode. In screen mode, it will display advertising and cultural content. In facade mode, the LED panel will rotate to reveal sculptural fins arranged in a stage-curtain composition, adding an architectural element to the square.
Statement from Soho Estates
Nick Lawson, head of investment and development at Soho Estates, said: '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.'
The larger entertainment complex, which includes a food court, is still awaiting planning permission from local authorities. Soho Estates continues to develop its proposals for the site.
