No, you're not seeing things. Those are the PlayStation symbols on a skyscraper.
The PlayStation 4 launch is just two weeks away, but its not just the console itself that's been keeping the guys at Sony busy.
London's OXO Tower has been conquered by the Sony UK team, which took over the landmark with PlayStation iconic circle, cross, square and triangle branding.
The symbols are made up of 72 neon light strips are flying the PlayStation colours to mark the global launch of the PS4.
Sony's transformation of the tower spanned four days and saw a team of abseilers scale the building to secure the symbol with over 1,845 nuts and bolts.
The ambitious stunt is just one part of Sony's plan to take over the UK capital, as the platform holder today opened the PlayStation 4 Lounge.
Located near Leicester Square and Covent Garden, the lounge lets fans go hands on with the new console and its range of titles, including Killzone: Shadow Fall, Assassin's Creed IV: Black Flag and FIFA 14.
Fergal Gara, PlayStation MD added: The PS4 has now officially launched in the US and the countdown to the UK retail launch has commenced. Excitement from gamers across the country is beginning to hit fever pitch, and we wanted to kick-start the countdown with a bang to highlight that next generation gaming has now landed for the great British public to enjoy.”