The iconic lights illuminating London's Piccadilly Circus were switched back on this morning, nine months after going dark to accommodate some serious renovations. The huge advertising space is no longer home to six distinct screens. Instead, owner Land Securities has swapped these out for one giant, curved LED display with a greater-than-4K resolution that measures around 790 square metres in total. The upgraded screen allows for more dynamic ads that can move around or take over the whole space, and incorporate mod cons like livestreams. With a bevvy of cameras and sensors, the Piccadilly Lights can also respond to the local environment and deliver targeted, responsive ads.