The huge sphere that will light up London with its advertisements is about to become reality

The US firm Madison Square Garden Company (MSG) wants to plant its concert sphere – more than 90 meters high and 120 meters wide – in an empty space between Stratford station and London’s Olympic park, a site that was used as a coach parking lot during the 2012 Olympic Games.

The problem is that local councils, including Newham, where the Sphere would be built, have long opposed the project, and residents have joined forces by creating a group called Stop MSG Sphere. Those who live near the site, in fact, predict that the huge advertising display – covered with more than a million LEDs, which will show video and advertising from dawn until late at night –  will be unbearably bright.

However, MSG has already obtained advertising approval for 25 years and has proposed to provide – in case of need – blackout blinds for houses with direct views of the Sphere that are located within 150 meters from it.

Un portavoce di MSG Entertainment ha dichiarato che la compagnia “si impegna a portare la sua MSG Sphere a Londra e a offrire a Londra e al Regno Unito i suoi numerosi benefici culturali ed economici, tra cui la creazione di migliaia di posti di lavoro e la generazione di miliardi di sterline per l’economia locale”.