With a pyrotechnics display worthy of a Queen concert — the Bohemian Rhapsody lights were illuminated over Carnaby Street on Sunday 21 October.
Band members Brian May and Roger Taylor were there for the switch-on, along with cast members of the new Queen/Freddie Mercury biopic, Bohemian Rhapsody.
The huge neon illuminations spell out lines from Queen's most famous single, which became an instant hit, after rebellious DJ Kenny Everett played snippets of it on his Capital FM show in 1975. It has since frequently topped polls for 'best song ever'. (Although in all honesty, it can get on your nerves if you're over-exposed to it.)
The lights — although a blatant marketing stunt — are an imaginative take on the Christmas illumination, and go some way towards making up for the lack of Crossrail-inspired lights on Oxford Street this Christmas.
The Bohemian Rhapsody lights are on Carnaby Street until early 2019.
Let's hope they've been secured properly, so that they stay up any way the wind blows.