sculptural billboard by zaha hadid design unveiled in london
 

sculptural billboard by zaha hadid design unveiled in london

the design branch of zaha hadid architects has completed a sculptural billboard for advertising company JCDecaux. named ‘the kensington’, the structure is bound 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).

zaha hadid billboard
images and video courtesy of JCDecaux

 

 

JCDecaux commissioned zaha hadid design to develop a landmark advertising structure in london that integrates public art, contemporary design and digital media. as such, the billboard intends to provide brands with a distinctive communications channel that combines the latest in digital screen technology with an original structural design.

sculptural billboard by zaha hadid design unveiled in london
image by luke hayes

 

 

‘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.’

sculptural billboard by zaha hadid design unveiled in london
image by luke hayes

 

 

in 2016, zaha hadid architects and JCDecaux teamed up 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.

sculptural billboard by zaha hadid design unveiled in london
image by luke hayes

sculptural billboard by zaha hadid design unveiled in london
image by luke hayes

sculptural billboard by zaha hadid design unveiled in london
image by luke hayes

sculptural billboard by zaha hadid design unveiled in london
image by luke hayes

sculptural billboard by zaha hadid design unveiled in london
image by luke hayes

sculptural billboard by zaha hadid design unveiled in london
image by luke hayes

sculptural billboard by zaha hadid design unveiled in london
image courtesy of JCDecaux

 

 

project team:

 

zaha hadid design team:
design: zaha hadid with patrik schumacher
project director: melodie leung
project architect: carine posner
project team: evgeniya yatsyuk, ovidiu mihutescu, natassa lianou, saman dadgostar

 

project management:
project manager: JCDecaux
contract administration + quantity surveyor: lavingtons

 

consultants:
structure: buro happold engineering
civil engineering: buro happold engineering
MEP: hoare lea
lighting: buro happold engineering
landscape design: MRG studio
principal designer: orsa projects

 

construction / fabrication / suppliers:
principal contractor: knight brown construction
stainless steel: CIG architecture
granite: s.mcconnell and sons
specialty brickwork: grangewood and european building materials
LED screen: daktronics

  • Thomas, you’re right, there’s non civic nothing.
    is one of the few things I don’t like from Zaha´s studio. but, in the other hand is the keystone for future amazing billboards to come ( maybe if they screen some art in the middle of the advertising , could get the civic gesture intended.

    mariano badaracco
  • I’m really trying to find where the “civic gesture from” the “both a civic gesture and a promotional medium” is… Can someone help me see it ? The only thing I see is a glorified billboard :/

    Thomas Guilhen

have something to add? share your thoughts in our comments section below.
all comments are reviewed for the purposes of moderation before publishing.

comments policy

PRODUCT LIBRARY

a diverse digital database that acts as a valuable guide in gaining insight and information about a product directly from the manufacturer, and serves as a rich reference point in developing a project or scheme.

design news

×
keep up with our daily and weekly stories
506,001 subscribers
- see sample
- see sample
designboom magazine