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.

…