UK Digital media company JCDecaux invited Zaha Hadid Design to redefine the design language of outdoor advertising by creating a billboard that integrates contemporary design and digital media. The result is The Kensington, a large twisting sculptural stainless steel ribbon that encloses a giant oval digital screen.
Kensington Billboard by Zaha Hadid Design
The Kensington 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 in the inimitable style of Zaha Hadid.
Brands Audi and Coty are the first partners to utilize the large high resolution 8mm pixel pitch screen which measures 85′ x 20′ (or 26 x 6 metres) and is framed by the 98.5′ x 20′ (30 x 6 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.
Combining innovative digital screen technology with a double-ribbon of matt stainless steel framing a curved digital screen, The Kensington is located on West Cromwell Road and replaces an existing billboard on the site.
This was the previously existing billboard that stood on the site:
“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,” said Melodie Leung, senior associate at Zaha Hadid Design.
“It will be fascinating to see how brands respond to this sculptural digital canvas. This has been a unique collaboration with JCDecaux to develop new possibilities for media platforms; reimagining the billboard as public art,” continued Leung.
“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. We’re delighted to have Audi and Coty as our first brand partners, using this powerful new platform as part of their launch strategy for the Audi Q8 and CK Women,” said Berwin.
Anna Russell, National Brand and Retail Marketing, Audi UK said, “Audi is famous for making beautiful cars that combine design excellence with optimum performance. Our “Vorsprung durch Technik” positioning encapsulates the importance of design as an expression of technology for our brand. Audi is delighted to be a launch partner for The Kensington.”
JCDecaux UK is the brand-first digital media company that is bringing new opportunities for our clients and partners, delivering 1 billion digital Out-of-Home ‘viewed’ impressions in every week. As part of JCDecaux, the world’s leading Out-of-Home company, the company has worked with over 200 world-renowned designers and architects to produce street furniture and advertising products that embody the city of tomorrow. JCDecaux UK is committed to providing a powerful brand-first environment for clients where accountability, measurability, viewability and brand safety are paramount – and has introduced BranDO, a brand-safe charter for digital Out-of-Home.
Established in France in 1964, JCDecaux transformed the concept of street furniture and invented the concept of bus shelter provision funded by advertising. Today, JCDecaux provides a range of products and services free of charge to cities and transport authorities across the world, all paid for through advertising. Developed for the benefit of cities, their inhabitants and visitors, these services include bus shelters, street lighting, public benches, toilets, bins, Wi-Fi hotspots, mobile device charging stations and interactive wayfinding screens that provide practical everyday assistance. In 2003, JCDecaux introduced one of the world’s first self-service public bicycle hire schemes “Cyclocity” in Vienna. Public bicycles, funded by advertising revenue, are now available 700 cities in over 50 countries.
information and images by Luke Haynes courtesy of Zaha Hadid Design and JCDecaux UK