Sony made some big changes to London's Oxo Tower for a series of launch events for the Playstation 4.
The new console isn't out in the UK until 29 November, but with its US launch taking place at midnight on Thursday Sony held a VIP party at the London landmark.
And to make its influence felt on the capital's skyline, Sony replaced the traditional OXO symbols on the side of the South Bank tower with its trademark square-triangle-X-circle symbols, as seen on its controllers.
A public event to showcase the new machine and its games kicks off today in Covent Garden - though we'd expect queues to be lengthy so get down there early. The 'PS4 Lounge' will be open until 1 December.
Are those the PlayStation symbols going up on the OXO Tower in London? pic.twitter.com/wfsXUcPsYe-- PlayStation Access (@PSAccess) November 14, 2013