Illuminate
Cultural and community content on The Curve, Leicester Square
Illuminate is the cultural and community programme for The Curve, the new large-format digital screen system in Leicester Square. It gives space to art, local organisations, campaigns and public information.
The Curve brings together commercial advertising, cultural content and public information in one of London’s most recognised locations. Digital Out of Home (DOOH) advertising for The Curve is managed by Ocean Outdoor, while Soho Estates manages the cultural and community content through Illuminate.
30%
of screen time is set aside for cultural and community content.
Illuminate is designed to make a positive contribution to London's cultural life, support local communities and share useful information with the millions of people who visit Leicester Square and the West End each year.
What you'll see
We work with charities, community organisations, cultural institutions, public bodies and other partners with relevant content for people visiting, working in or living around the West End.
Content changes regularly, so different Illuminate sequences may feature a series of artworks, a cultural moment, local information, campaigns or charity fundraising messages.
How it works
Illuminate is clearly separated from commercial advertising on The Curve. Each sequence opens with an Illuminate introduction, followed by cultural, community and public information content, before closing and returning to commercial advertising.
Soho Estates does not charge organisations to take part in Illuminate and does not receive advertising revenue from this content. We provide participating organisations with guidance on content and technical requirements. Content is reviewed by us before it is scheduled, and screen time is subject to availability.
The Caedmon Company
Hero’s Journey
In partnership with the Soho Parish School, the children who will take part in the Hero’s Journey programmes have been identified as socially disadvantaged and may also have been exposed to Adverse Childhood Experiences (ACEs). The Hero’s Journey is an innovative and aspirational arts- based learning programme that uses the art of storytelling to help children learn new personal and interpersonal skills that improve well-being via energising sessions of drama, creative writing, and performance in aspirational settings. These skills include cultivating positive and healthy relationships, safety and trust, personal growth and achievement, self belief and resilience.
West End Community Trust
We provide a rolling monthly donation which supports their ethos of “Connecting and empowering the West End Community”. They have four strategic goals:
- Enhance community cohesion across all generations
and cultures in the West End.
- Ensure residents of the West End are healthier and happier.
- Ensure every resident eats better for less and knows their entitlements.
- To raise enough funds to ensure we are able to achieve our objectives.
- Annual event sponsorship
Young Westminster Foundation
Mastering My Future, 3 Year Partnership -
This programme aims to deliver a series of School Assemblies and Workshops, each year, to inspire and engage with young people. The workshops are designed to support young people with their personal development skills, and the workshops are hosted with local businesses, to immerse young people in the working environment and provide them access to the employees who share their career journey
and offer business related activities.
Terrence Higgins Trust
3 Year Partnership -
Soho Estates have supported THT in multiple programmes of support, with the most current innovative programme targeting one of the most at risk communities in the LGBT+ community: chemsex users. We are proud of our long-standing partnership, spanning more than a decade. Health promotion and harm reduction interventions in night clubs and sex on premises venues are proven to reduce high risk behaviours and enable nightlife businesses to signal a commitment to creating a safe
and welcoming environment.
Story Of Christmas Appeal
Founded in 1978, The Story of Christmas is an annual Christmas charity event which is strongly supported by the property and construction industries. The event raises funds to support a broad and diverse range of charitable projects, benefitting the homeless and disadvantaged children.
Queer Frontiers
Annually donate space in Walkers Court for their event Queer Frontiers is an annual charity exhibition run by ‘artiq’, that brings together extraordinary artistic talent to raise funds for charities with causes close to the LGBTQ+ community.
Soho Parish Primary School
In the currently challenging time for this wonderful only remaining school in Soho, we have committed to a 4 year programme of support in order to assist and hopefully help to retain this jewel in the Soho community.
In their words, ‘We want there to continue to be a school in Soho. Our local residents need us, and we provide an invaluable service for people who work here. We also like to do things differently, and in a way that reflects the spirit and ethos of Soho. In fact, we don’t believe that there is another school quite like us.’