Outernet displays become London’s top visitor attraction

Outernet London has become the capital city’s most-visited attraction. Since opening last November, the Now Building – which is home to what is claimed to be the ‘world’s largest LED canvas’ by pixel density – has attracted more than six million visitors.

The centrepiece of the culture, arts and media district welcomed a total of 6.25 million visitors. This compares with 4.65 million visitors for the Natural History Museum and 4.1 million for the British Museum, according to figures from the Association of Leading Visitor Attractions for 2022.

The Now Building features more than 2,000 sq metres of 8K and 360° floor-to-ceiling LED screens from AOTO that display immersive arts and cultural programming.

In the spring, the Now building was predicted to attract about four million visitors in its inaugural year.

Outernet has worked with cultural organisations such as the Royal College of Art, National Trust, Serpentine Gallery, The BRIT Awards and Abbey Road Studios.

Brands that have also worked with Outernet include Netflix, L’Oréal, Marc Jacobs, Uniqlo, Burberry, YouTube, TripAdvisor, Peugeot, Amazon and Xbox.

Outernet’s president and chief executive, Philip O’Ferrall, said: “Outernet was – and remains – something that is new and boundary-pushing. With that comes great excitement but, equally, risk.

“To have been able to show all our free immersive experience and exhibitions events alongside a huge range of brands choosing to advertise with us is something of which we are all very proud.”