London Southbank icon the Oxo Tower has undergone a temporary make-over. Instead of advertising the little cubes of beef-stock ubiquitous in kitchens across the nation, the lights on the tower have been adapted to advertise the launch of Sony’s new Playstation 4.
The new games console isn’t set to hit UK shelves until 29 November, but an event at the Oxo Tower last night coincided with the launch of the Playstation’s US launch.
Sony replaced the famous OXO letters with its trademark square-circle-triangle-X symbols used on the buttons of its console controllers.
Fittingly, the building has a history of pioneering large scale advertising. When the Oxo Tower was originally built in the 19th century, the owners applied for permission to feature lights on the tower advertising Oxo cubes. When permission was refused, the architect “coincidentally” designed three vertically aligned windows in the shape of a circle a cross and another circle.