The LHCb experiment is now in full construction and will start to take data in 2007. The class of rare flavour changing neutral current decays taking place through penguin diagrams will be studied at LHCb in much more detail than is presently possible. I will argue why rare decays is the best place to look for new physics, define the theoretical framework for making measurements in a model independent way and discuss the experimental signatures. The reach of LHCb will be presented in some key channels and compared to the present results from e+e- B factories.
The experimental particle physics seminar series invites speakers from all over Europe to discuss the latest developments at the LHC, accelerator and non-accelerator based neutrino physics, hardware R&D and astroparticle physics. .