Icelandic-Danish artist’s latest work, Lifeworld, will take over famous advertising screens in October

The huge digital billboards that encircle Piccadilly Circus are some of the most sought-after advertising real estate in Europe, beaming thousands of crystal-clear messages in the direction of tourists and Londoners every year.

But in early October the Icelandic-Danish artist Olafur Eliasson’s latest work will take over the screens and attempt to slow things down, swapping high-definition adverts for a blurry, reflective video piece called Lifeworld.