L’Oréal is set to join the roster of advertisers at the UK’s most famous outdoor site, Piccadilly Circus, according to a report published by Campaign.

The French beauty giant will join Coca-Cola, Samsung, Hyundai and two unconfirmed others at the prestigious spot, which is due to switch on after a major renovation later this fall.

The newly relaunched site will feature a single 4K LED digital screen and live technology hub – the largest of its kind in Europe. Advertisers will rotate in 30-minute cycles and be able to stream live videos, real-time social media feeds and lifestyle updates.

“L’Oréal is looking forward to using the technologies available to showcase our brands through beautiful, innovative and impactful content on such an iconic London landmark. We are proud to be part of this chapter in digital, out-of-home advertising,” said Gayle Noah, Media Director for L’Oréal UK & Ireland.