He is not known for understatement. But even by Laurence Llewelyn-Bowen's standards it was an audacious moment of self-indulgence.

The 43-year-old has erected a vast illuminated image of himself as part of a display for this year's Blackpool Illuminations.

The larger-than-life image of the TV presenter, pictured wearing black tie, was inescapable as it towered above the annual display of lights.

Visitors to the resort got more than they bargained for when a life-size image of Laurence Llewellyn-Bowen appeared above them

Mr Llewelyn-Bowen who also contributed an interpretation of the Venus de Milo to the exhibition said the overall effect he was aiming for was 'dead classy, very elegant but with a definite 'nightclubby' feel'.

This year's Illuminations include more than a million lamps, more than 500 floodlights and spotlights that stretch nearly six miles.

The 20,000 strong crowd watched boyband Boyzone perform at the opening ceremony while the lights were turned on by Top Gear presenters Richard Hammond and Jeremy Clarkson and the programme's resident racing driver, The Stig.

The 66 days of the Illuminations will help draw in at least £250m of business, according to director of tourism Jane Seddon.

Mr Llewelyn-Bowen's contribution was called Venus Reborn. The 21 feet tall by 50 feet wide design included various Greek gods including Mercury, Cupid, Venus and Bacchus as well as water jets, a tank of water and LED lights.

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The TV presenter's image was beamed across the sky during the Blackpool Illuminations light show

It also features a sound and light show every 15 minutes to entertain visitors.

The father of two said of his exhibit: 'For me Blackpool is Venus. Which may seem an odd thing to say but there's a sultry, voluptuous beauty to Blackpool, she's like Venus a real pleasure girl.

'My tableau, Venus Reborn, celebrates what I hope will be a glamorous future for Blackpool. Surrounded by classical gods and goddesses in tuxedo finery my very modern Venus rises out of her shell with a theatrical Vegas style flourish.'

He added: 'I wanted it to be dead classy, very elegant but with a definite 'nightclubby' feel. The fact that there's an actual show will hopefully draw the crowds and get people out of their cars to enjoy the whole magic we're creating.'

Mr Llewelyn-Bowen came to fame on BBC DIY interior design reality show Changing Room in the late nineties.

He went on to take over from original presenter Carol Smillie in 2003.

The Llewelyn-Bowen family was the subject of  Living TV fly on the wall documentary To The Manner Bowen about their move from London to a stately home in the country.

Llewelyn-Bowen designed a 16ft by 16ft tableau entitled Venus Reborn based on Botticelli's Birth of Venus painting which hangs in the Uffizi gallery in Florence.

On display on the Blackpool Promenade gods and goddesses featured in the exhibit include Cenes, goddess of corn and fertility, Bacchus. god of wine and drunkenness, Cupid, god of love, child of Venus Mercury, god of communication, Venus, goddess of beauty Iris, goddess of youth, Diana, goddess of the moon Apollo, god of the sun, patron of the arts Minerva, goddess of wisdom and crafts.

Llewelyn-Bowen is the only professional designer to take part - the rest of the Illuminations are entered by school children, students and members of the public as part of a competition to choose featured designs.