For 48 hours, London's tube system will have a new station, one which will encourage customers to go a little more boldly to, say, Cockfosters.
Piccadilly Circus, the jewel of the Piccadilly line, has been officially renamed 'Picardilly Circus', ahead of the forthcoming new Star Trek spin-off series Star Trek: Picard.
The show will find Sir Patrick Stewart reprising his role of Captain Jean-Luc Picard, appearing in the UK via Amazon Prime Video.
Not only will the Grade II listed tube station boast Picard-esque branding, but also newly-recorded PA announcements.
From today, travellers will be advised on how to avoid 'card-clash' (when two contactless cards do battle on a card reader), and also asked to 'take care when using stairs, escalators or transporters'.
Said Julie Dixon, Head of Customer Information, Design and Partnerships at Transport for London: “We’re thrilled to partner with Amazon Prime Video to create this exciting takeover of one of London’s most well-known Underground stations to celebrate the launch of Star Trek: Picard.
“The Star Trek franchise is a global sensation and we’re excited to mark this next chapter in a creative and engaging way that connects with tens of thousands of people.
“We hope that the out of this world activity has brought a bit of unexpected fun to our customers and that they boldly go on their commute, young or old.”
The show finds Stewart reprising the role iconic role he played for nearly 180 episodes of Star Trek: The Next Generation, and then films like Star Trek Generations, Star Trek: First Contact and Star Trek: Insurrection.
The series takes place 20 years after the events of the 2002 movie Star Trek: Nemesis, with Picard now retired but still deeply affected by the traumatic events of the film, notably the death of android pal Data, and the destruction of the planet Romulus.
But then he is visited one day by Dahj (Isa Briones), a young woman who needs his help.
The first series comprises 10 episodes, with CBS already renewing it for a further 10-episode season once the first winds up.
It premieres on Amazon Prime Video on January 24.