The event is presented by Ocean Outdoor in partnership with the creative technology crypto fashion and digital arts studio Immersive KIND and Landsec, owner of the Piccadilly Lights.

For 10 minutes at 1.30pm on July 2, the iconic London screen in Piccadilly Circus will broadcast an immersive digital cultural experience which is also viewable virtually across the metaverse, the web and via mobile and virtual reality (VR).

Created by The Immersive Kind and inspired by queer LGBTQ+ metaverse creators and the explosion of crypto fashion in Web3, the DOOH activation highlights the work of queer artists who are pioneering crypto art in the metaverse and beyond.

The Piccadilly Lights sequence sees a series of different avatars created by Kadine James and MCVISUALS on rainbow catwalks and meeting together on a futuristic Pride dance floor.

The screen, which forms part of the route for the Pride in London parade, will feature a QR code which will take audiences to the virtual realm.

Building on Ocean’s entry into the metaverse, for the first time we are able to unite the real and digital worlds. Marking 50 Years of Pride, the world’s most famous ad space celebrates a significant cultural moment, perfectly demonstrating the intersection between digital out of home, real life and VR experiences in other worlds.”

Director of Ocean Labs Catherine Morgan

Through the immersive KIND Metaverse venue we are excited to highlight the work of queer artists and explore issues relevant to all of the colours of the rainbow flag.

“Our work highlights often marginalized LGBTQIA+ voices in the Web3 space by creating an art exhibition for LGBTQIA+ communities. By collaborating with Ocean Outdoor with this new activation on the Piccadilly Lights, we are able to unite the virtual with the real to create a universally safe space and celebration.”

The Immersive KIND founder Kadine James

Last year Ocean launched the first stage in its metaverse strategy, auctioning three NFT billboards in partnership with Admix via the world’s largest NFT marketplace, OpenSea, and displayed by the successful bidders within the social VR platform Somnium Space.

This allows Ocean Labs and the Ocean UK sales team to sell an engaged 16 to 34 audience as a cohesive physical and virtual combined offer.