The picture of Piccadilly Circus, with its huge illuminated and animated advertising sign on the northwest corner, is an image that instantly says “London” to people from all over the world. Like Times Square in New York, Piccadilly Circus is a true icon. It’s also one of the first places that tourists—from families with kids to young backpackers—flock to when they arrive in London.

Unless they are tourists, most people around Piccadilly Circus are passing through on their way to somewhere else; it’s the location of one of London’s main Underground hubs as well as a crossroads for dozens of bus routes. Therefore, if you would like a chance to chat with some real Londoners, this is not the place to be.

Moreover, while London is comparatively safe among major world cities, unfortunately, this area could be a hotspot for pickpocketing and other petty crimes.

However, if you are heading to London for the first time, you’re bound to end up in Piccadilly Circus sooner or later. So just be prepared.

Piccadilly Circus’ Location

At its most basic level, Piccadilly Circus is a road junction and open public space, developed in the early 19th century to connect the avenue known as Piccadilly with Regent Street and later Shaftsbury Avenue—the heart of London’s Theatreland. Today, it also links to Haymarket and Coventry Street leading to Leicester Square. Piccadilly Circus Underground Station is beneath it and it sits at the intersection of several London districts—Mayfair, St. James’s, Soho, and the vibrant entertainment area encompassing Shaftsbury Avenue, Leicester Square, and Haymarket.

Key Landmarks

• The Curve: Piccadilly’s enormous advertising sign is its most distinctive feature. It effectively turns night into day and has been showcasing products and services with various illuminations since 1908. Coca-Cola has maintained an advertisement there continuously since 1954. Other long-term advertisers have included Sanyo, Samsung, McDonald’s, Hyundai, and L’Oreal. In 2017, the sign was relaunched as The Curve, a massive single electronic, ultra-high definition screen capable of displaying either multiple advertisements or one large advertisement.
• The Statue of Eros: Commonly referred to as Eros, this statue represents the Greek god of erotic love, though it is actually his lesser-known brother, Anteros, the god of selfless love and charity. Commissioned in the 1880s, it honors Anthony Ashley-Cooper, the 7th Earl of Shaftesbury, acclaimed for his philanthropic efforts. The statue serves as a popular meeting point for tourists and onlookers.
• The Criterion Theatre: This historic theater, over 140 years old, lies completely underground. It is a Grade II listed working Victorian theater, maintained by a charitable trust. Known for scheduling popular comedies and farces, its long-running production has included titles such as A Play Comedy About a Bank Robbery.
• The Trocadero: Up until about 2015, the Trocadero featured a range of tourist-oriented entertainment and themed attractions, but these have all closed. Currently, plans for hotel development are under consideration, although a few family-friendly restaurants, such as the “Forrest Gump” themed Bubba Gump Shrimp Company and The Rainforest Cafe, remain around the building.
• Several Gambling Casinos: The Empire Casino operates as a Las Vegas-style casino, open all week and 24 hours a day, hosting events like World Series Poker and featuring a DJ bar on weekends. Another option is The Grosvenor Casino The Rialto, accessible around the clock.
• The Cafe de Paris: Once a glamorous nightclub, the Cafe de Paris now serves as the venue for Disco 54, embracing a 1980s disco theme, in addition to hosting private events.

What’s Nearby

London’s primary theater district stretches along Shaftsbury Avenue, Haymarket, and adjacent streets, all accessible from Piccadilly Underground Station. Nearby Leicester Square offers the largest first-run movie theaters in London alongside moderately priced restaurants and bars. If your visit coincides with a movie premiere, one of the Leicester Square cinemas is often where it takes place, offering the best chance to spot movie stars. Leicester Square is also home to TKTS, the official London Theatreland ticket booth for last-minute and discounted theater tickets.