Kensington collaboration with JCDecaux is 30m wide and 9m tall
Street-furniture giant JCDecaux has unveiled a huge sculptural billboard dreamed up by Zaha Hadid Design four years after she first submitted for project for planning.
The massive structure, on West Cromwell Road, hosts an LED screen with a surface area bigger than many swimming pools secured in a swirling stainless-steel frame that is 30 metres wide and 9 metres tall.
JCDeceaux has previously worked with a who’s who of design and architecture talent, including Norman Foster and Philippe Starck. However the Kensington billboard is Zaha Hadid’s first such project. She designed it two years before her death.
The ad firm’s brief was to “redefine” the language of roadside advertising. Senior associate Melodie Leung said the intertwined, looped ribbon design expressed “the dynamism of pedestrian and vehicle traffic movements that intersect” at the junction of West Cromwell Road and Earl’s Court Road
“It will be fascinating to see how brands respond to this sculptural digital canvas,” she said.
Carmaker Audi and cosmetics firm Coty are the first firms to sign up to advertise their products on the billboard.
Buro Happold Engineering delivered the structure. ZHD is the product design wing of Hadid’s architecture practice.