Zaha Hadid Design Unveils New Sculptural Billboard In London ⇒ The design powerhouse Zaha Hadid Design has recently completed a sculptural billboard for advertising company JCDecaux. Named “The Kensington“, the structure is surrounded by a curvilinear ribbon of matt steel, which frames a curved digital display. Prominently located on West Cromwell road — the key route between Central London and Heathrow Airport — the enormous high resolution screen measures 26 x 6 meters (85 x 20 ft).
JCDecaux commissioned Zaha Hadid Design to develop a landmark advertising structure in London that integrates public art, contemporary design and digital media. The billboard intends to provide brands with a distinctive communications channel that combines the latest in digital screen technology with an original structural design.
“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,’ says Melodie Leung, Senior Associate at Zaha Hadid Design. ‘the stainless steel ribbon twists as it encircles the screen, defining a varying silhouette when seen from different viewpoints.”
In 2016, Zaha Hadid Architects and JCDecaux have previously teamed up in order to submit a proposed design for Hollywood’s famous sunset strip in Los Angeles. Back in 2012, JCDecaux commissioned French designer Mathieu Lehanneur to create a shelter with a green roof covered in foliage.
Source: Design Boom
Image Source: Luke Hayes | JCDecaux