Leading internet service provider Virgin Media has commissioned a new public artwork to celebrate the tenth anniversary of broadband in the UK.
The ISP, which introduced broadband to the domestic market in March 2000 in its previous guise of NTL, has hired United Visual Arts to create an immersive light installation on London's South Bank.
Virgin Media's Executive Director of Broadband Jon James said the firm wished to honour a technology which has "catalysed the sheer diversity of fantastic content and information that makes the internet so invaluable in our lives today".
"We wanted to inject a bit of magic into something that's easy to take for granted, and we think the Speed Of Light installation is a fitting tribute to the amazing power of fibre optics," he stated.
Mr James said that by using the same materials which deliver broadband to millions of home, the display which will be open to the public between April 9th and 19th - will create "a real sense of excitement and connection".
Earlier this week, the BBC spoke to Virgin Media customer Mark Bush, who became the UK's first broadband subscriber when he adopted the technology during an NTL service trial ten years ago.