JCDecaux commissioned the globally renowned Zaha Hadid Design to create a landmark advertising structure in London that integrates public art, contemporary design and digital media.
The Kensington (launched this week) provides brands with a unique communications’ channel in the capital that combines the latest in digital screen technology with a spectacular, curved double-ribbon stainless steel design. The launch clients are Audi (in partnership with Talon and PHD) and Coty (planned and booked through Zenith and Posterscope).
JCDecaux invited Zaha Hadid Design to redefine the design language of billboards – effectively creating a new platform for brand messaging to a global, design-conscious audience in London.
This is the first billboard by Zaha Hadid Design; The Kensington is a curvilinear ribbon of matt steel, framing a curved digital screen, located on West Cromwell Road – the key route linking central London and Heathrow Airport.
Melodie Leung, Senior Associate at Zaha Hadid Design told us “This has been a unique collaboration with JCDecaux to develop new possibilities for media platforms; transforming the billboard into public art. 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 Kensington’s high resolution 8mm pixel pitch screen (26 x 6 metres) will provide high visibility and maximum quality of display for brands, framed by the (30 x 9 metres) steel structure.
Set in an area that has been landscaped to enhance the local environment with the planting of trees and greenery, The Kensington features integrated lighting that enhances visibility for pedestrians.