Piccadilly Circus tube station has been rebranded PICARDilly Circus to celebrate the return of the greatest Star Trek character.
For two days only (15-16 January), the station carries rebadged signage, and special announcements will play over the PA system. Resistance is futile.
It's all part of a sponsorship deal from Amazon's Prime Video to mark the return of Jean-Luc Picard in his own spin off series Star Trek: Picard. The hugely anticipated show starts on 24 January 2020, and sees Patrick Stewart reprising his most famous role.
Naturally, the cute advertising stunt got us thinking about other potential tie-ins. How about Seven-of-Nine Sisters, to honour the rescued Borg character who will also feature in the show? Archer-Way? Canary Worf? Please stick further suggestions in the comments.
As well as changes to the signage and roundels, TfL's ever-inventive whiteboard scribblers have also been on the case, with a choice quote from the big man himself. Sadly, they missed the opportunity to write "Stardate 150120".
Some will bemoan TfL's growing habit of renaming tube stations for the sake of a bit of sponsorship money. But if they're all as playful (and temporary) as this enterprise, then we say "Make it so!".