Strictly star Darcey Bussell has switched on the Regent Street Christmas lights - a display said to be among the most technically advanced yet.
Myleene Klass and Aled Jones joined the retired ballerina in front of packed crowds for the event in central London on Sunday.
The major shopping street was shut to traffic from 12pm as revellers enjoyed entertainment from the Philharmonic Orchestra as well as the cast of the West End's Charlie and the Chocolate Factory.
The event rivals the switch-on of the nearby Oxford Street display in marking the beginning of the festive season.
This year's arrangement - which with about 46,000 LEDs and large six-metre wheels has been called Regent Street's most technically advanced yet - is entitled Timeless Elegance and has been designed by Belgian company ACT Lighting Design.
According to founder Koert Vermeulen the concept allows people to "see time", as the installation comes to life every hour with moving images beamed on to objects above the street.
Some on social media expressed awe at the vibrant display.
<blockquote class="twitter-tweet" lang="en"> <p dir="ltr" lang="en">New design <a rel="nofollow" target="_blank" href="https://twitter.com/hashtag/RegentStreet?src=hash" class="body-link" data-vars-item-name="BL-3115021-https://twitter.com/hashtag/RegentStreet?src=hash" data-vars-event-id="c23">#RegentStreet</a> Christmas lights show looking very impressive at the big switch-on event this evening <a rel="nofollow" target="_blank" href="https://t.co/kSSbUpfQpQ" class="body-link" data-vars-item-name="BL-3115021-https://t.co/kSSbUpfQpQ" data-vars-event-id="c23">pic.twitter.com/kSSbUpfQpQ</a> — Tom McGuigan (@TomJMcGuigan) <a rel="nofollow" target="_blank" href="https://twitter.com/TomJMcGuigan/status/665976914444746752" class="body-link" data-vars-item-name="BL-3115021-https://twitter.com/TomJMcGuigan/status/665976914444746752" data-vars-event-id="c23">November 15, 2015</a>
<blockquote class="twitter-tweet" lang="en"> <p dir="ltr" lang="en">Im up London after watching the Regent Street lights being turned on.amazing! <a rel="nofollow" target="_blank" href="https://t.co/XPBGFW3bxs" class="body-link" data-vars-item-name="BL-3115021-https://t.co/XPBGFW3bxs" data-vars-event-id="c23">pic.twitter.com/XPBGFW3bxs</a> — Amy Skedd (@MissSkedd) <a rel="nofollow" target="_blank" href="https://twitter.com/MissSkedd/status/665975177524695040" class="body-link" data-vars-item-name="BL-3115021-https://twitter.com/MissSkedd/status/665975177524695040" data-vars-event-id="c23">November 15, 2015</a>
<blockquote class="twitter-tweet" lang="en"> <p dir="ltr" lang="en">Officially allowed to start feeling Christmassy now the lights have been switched on <a rel="nofollow" target="_blank" href="https://twitter.com/hashtag/regentstreet?src=hash" class="body-link" data-vars-item-name="BL-3115021-https://twitter.com/hashtag/regentstreet?src=hash" data-vars-event-id="c23">#regentstreet</a>… <a rel="nofollow" target="_blank" href="https://t.co/hzaFaeQlBf" class="body-link" data-vars-item-name="BL-3115021-https://t.co/hzaFaeQlBf" data-vars-event-id="c23">https://t.co/hzaFaeQlBf</a> — Laura Martini (@LauraaMartini) <a rel="nofollow" target="_blank" href="https://twitter.com/LauraaMartini/status/665997005823569921" class="body-link" data-vars-item-name="BL-3115021-https://twitter.com/LauraaMartini/status/665997005823569921" data-vars-event-id="c23">November 15, 2015</a>
But not everyone was impressed. "I've got more lights on my Christmas tree," wrote one Twitter user.
