Striking billboard unveiled in South West London
JCDecaux and Zaha Hadid Design have collaborated to create The Kensington, a unique, sculptural digital canvas.
Tuesday, 04 Sep 2018 15:11 GMT
The Kensington is set in an area that has been landscaped with the planting of trees and greenery to enhance the local environment
Globally-renowned Zaha Hadid Design was commissioned by JCDecaux to design a landmark advertising structure that brings public art, contemporary design and digital media together.
The eye-catching structure combines ‘the latest in digital screen technology with a spectacular, curved double-ribbon stainless steel design’ and is located on West Cromwell Road, the key route linking central London and Heathrow Airport.
The Kensington has a high resolution 8mm pixel pitch screen which is 26m x 6m and is framed by the 30m x 9m steel structure. It also features integrated lighting to enhance visibility for pedestrians.
Melodie Leung, senior associate at Zaha Hadid Design says: “This has been a unique collaboration with JCDecaux to develop new possibilities for media platforms; transforming the billboard into public art.”
The stainless steel ribbon twists as it encircles the screen, defining a varying silhouette when seen from different viewpoints. It will be fascinating to see how brands respond to this sculptural digital canvas”
She adds: “Both a civic gesture and a promotional medium, the intertwined, looped ribbon design expresses the dynamism of pedestrian and vehicle traffic movements that intersect at this important London junction. The stainless steel ribbon twists as it encircles the screen, defining a varying silhouette when seen from different viewpoints. It will be fascinating to see how brands respond to this sculptural digital canvas.”
The launch partners include Audi UK and global beauty company Coty which hope to reach London’s design-conscious market with this striking digital canvas.
Spencer Berwin, co-CEO of JCDecaux comments on the collaboration: “Design is at the heart of JCDecaux’s DNA, and we are proud to have worked in partnership with Zaha Hadid Design to bring this exceptional vision for a contemporary advertising structure to London. This project underlines how JCDecaux works with the world’s leading designers to transform cityscapes for the benefit of the public and advertising clients.”
He concludes: “We would like to pay tribute to Zaha Hadid’s commitment to design excellence and to her team for bringing our joint vision to fruition and to thank our launch partners for their commitment to this unique new advertising structure.”
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