Eats Everything and Patrick Topping are soundtracking the celebrations, which got underway at 5 PM today.
The '60s-themed event, which began at 5 PM UK time and will run until 9 PM, is a collaboration between Elrow and the world-renowned V&A Museum, who are currently hosting an exhibition called You Say You Want a Revolution? Records and Rebels 1966-1970. In typical Elrow style, 120 KG of confetti and 1200 inflatable props will be used, dished out by 20 performers and 20 stilt walkers. DJs Eats Everything, Patrick Topping, De La Swing and George Privatti are providing the soundtrack. The lights were designed by London-based firm James Glancy Design, paying homage to 1960s Soho signage in the form of 46 giant lightboxes.
The switching on of the Christmas lights is an annual tradition in London's West End. Earlier this week, Craig David did the honours on nearby Oxford Street.
Photo credit / Luke Dyson