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Ad of the Day: Halo comes to London with a Piccadilly pop-up pile-up

By Taruka Srivastava | Freelance journalist

June 20, 2022 | 3 min read

Streaming service Paramount+ has joined forces with London’s West End to organize a summer takeover event showing characters from the Halo show embroiled in conflict.

As part of the event, Paramount+ has set up a series of consumer-led installations, pop-ups and activities with the London Business Alliance and Westminster City Council.

Paramount+ joins forces with London's West End for a Hollywood event takeover

Paramount+ joins forces with London's West End for a Hollywood event takeover

The centerpiece of the takeover is the pop-up experience in Piccadilly Circus, where fans can get the chance to immerse themselves in the Halo show.


The area also houses a Star Trek: Discovery area captain’s chair and hologram experience, while there is also a Mission: Impossible selfie challenge which allows users to recreate the rappelling scene from the blockbuster.

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A Yellowstone and 1883 stage will give visitors a chance to jump into the action, donning Stetsons and sheriff badges as they become part of the content.

Leicester Square, meanwhile, is being transformed into Leicester SquarePants, adding to the interactive invasion of the West End.

Each installation, experience and pop-up is connected by augmented reality, meaning passersby can interact with the iconic films and shows displayed on the Walk Of Stars, or even enjoy an aquatic adventure with SpongeBob and his friends in Leicester SquarePants.

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