London's OXO Tower is today being decked out with PlayStation signs on the eve of the US launch of the PS4.
The landmark, which dominates the South Bank near Blackfriars Bridge, has been customised with symbols from the gaming console's control pads.
Sony's PlayStation Access Twitter account posted a teaser hinting at the project alongside a picture this morning.
"Are those the PlayStation symbols going up on the OXO Tower in London?" it asked fans.
Gamers are eagerly anticipating the latest in the hugely successful range of consoles, which launches in the US tomorrow.
The model will not be released in the UK until November 29 - but Sony is offering fans access to a dedicated PS4 lounge where they can try out the console before its release.
Situated in Covent Garden, the lounge will open its doors from tomorrow until December 1, the day after the PS4 becomes available in shops.
Prices for the PS4 will start at £349 - significantly lower than the new XBox One model, which will retail at £429.
