South Bank’s famous OXO Tower has received a bit of a rebrand ahead of the PlayStation 4’s launch in the UK later this month. The London landmark, which already wears Circle and Cross symbols similar to PlayStation’s famous face buttons, has been kitted out with Square and Triangle icons to create a monumental gaming display.

Semi-official promotional group PlayStation Access teased the quirky project on its Twitter page earlier today, posting a snap of construction workers installing the enormous hoardings.

"Are those the PlayStation symbols going up on the OXO Tower in London?" it pondered. You can see the flashy finished product above.

It’s part of a wider platform push across the capital, where a pop-up shop in Covent Garden will also allow fans and tourists to get to grips with the console ahead of release. Meanwhile, over in New York City, the platform holder’s been gradually decorating a prestigious hotel with similar imagery. It’s happening.