BackLite UK has partnered with the world’s largest owner of outdoor advertising infrastructure, Wildstone, to complete a full transformation of the iconic Wandsworth Roundabout site. The multi-screen Wandsworth structure was one of 13 prime OOH locations Wildstone acquired from Transport for London early last year and its revamp of the site is part of a wider refurbishment programme planned across all of these super-premium assets.
In July last year, it entered into a partnership that gave UAE-based Multiply Media Group (MMG) the exclusive right to operate 11 of these sites via its BackLite brand. MMG announced the formation of a UK subsidiary, BackLite UK, in November after acquiring London Lites and rolling that company’s 65 premium digital signs across central London into BackLite UK, along with the media sales contracts for the Wildstone-owned properties. The companies are now working together to upgrade these sites to support BackLite UK’s ambition to become the UK’s leading platform for luxury brand advertisers, in line with the parent company’s client base in the UAE.
The UK’s luxury goods market is growing at a compound annual growth rate of more than 4%, according to Mordor Intelligence. The research firm predicts the market’s size will reach US$27.43 billion this year, rising to US$33.71 billion over the next five years. Premium brands sitting within this market have increasingly been investing in DOOH campaigns in recent years and the renovation of the Wandsworth site was aimed largely at appealing to these brands. Franck Muller, David Morris and Tissot are among the brands already advertising on the site.
As well as a full refresh of the supporting structure, as part of BackLite UK’s premium specification, the refurbishment included the replacement of the site’s four digital screens. The new displays were provided by Daktronics UK and involved the first UK installation of the company’s Premium Outdoor 10mm LED technology product line. The screen upgrades incorporate Daktronics UK’s System Health feature, an enhanced diagnostics and monitoring solution that provides early warnings of any potential issues, ensuring consistent and flawless delivery.
BackLite has an established track record of working with the global Daktronics group across its wider international estate and the company’s premium display technology will also be rolled out to the other Wildstone sites being refurbished as part of the BackLite UK partnership. James Bicknell, Group CEO at Multiply Media Group, said: “This upgrade reflects the strength of our partnership with Wildstone and our commitment to building the UK’s leading premium digital out-of-home platform. Wandsworth now operates at a true global standard, giving agencies and luxury brands an environment that matches their ambitions.”
Andrew Foster, Group Partnerships Director at Wildstone, said: “This project demonstrates the collaborative nature of the relationship between MMG/BackLite UK and Wildstone, with the parties working together on the transformation of this highly recognisable site. With its position on a major arterial route in an affluent area of South-West London, the Wandsworth Roundabout site was always premium in terms of location. Following our upgrades, it’s now firmly premium in terms of infrastructure. We look forward to replicating this luxury revamp at our other sites that are operated by BackLite UK in the very near future.”
Patrick Halliwell, Managing Director at Daktronics UK, said: “We’re delighted to be the chosen display partner for the landmark Wandsworth Roundabout location. We’re grateful to both BackLite UK and Wildstone for placing their trust in Daktronics and we’re looking forward to a long and fruitful partnership.”
