Square Enix drops 'real life Aetheryte' in London to celebrate FFXIV Dawntrail

What a time it is for Final Fantasy fans. We've had Clive Rosfield's adventures in the sixteenth instalment, then the second chapter of the Final Fantasy 7 Remake trilogy.

Now, Square Enix is going big for its next release in the iconic franchise, with a huge Aetheryte Crystal being placed outside King's Cross St Pancras station in London ahead of the launch of Final Fantasy XIV Dawntrail.

There's a 'real-life Aetheryte' in Central London

King's Cross itself is certainly a landmark in itself, but it pales in comparison to the huge chunk of magic crystal sitting nearby which the public can see up until 11 PM BST tonight.

For those not aware, Aetheryte forms much of the Final Fantasy XIV fast travel network, as players zip from crystal to crystal. In fact, if we can get a second one put up near the GGRecon offices in Manchester, I might be able to save a bundle on train fare.

The crystal is a neat way to remind you that Dawntrail, the MMORPG's next expansion, is launching on July 2, although preorder players can jump in from June 28.

It's the game's fifth major expansion, adding new locations, dungeons, FATEs, Hunts, and new jobs, too. Since I'm still chomping through the older expansions I look forward to playing in 2034.

We've seen a recent run on unique ways to advertise games, movies, and TV shows, with a giant Furnace Golem being shown next to Big Ben via CGI, House of the Dragon doing the same with giant banners on landmarks, and Despicable Me 4 putting giant CGI scarves on things. For Dawntrail though, Square Enix has gone all out. 

For more on Dawntrail, be sure to check out our preview and interview with Naoki Yoshida, the game's Director.