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Zaha Hadid Design integrates digital media and contemporary design to provide a new platform for brand messaging via a digital sculptural billboard… As the first billboard by Zaha Hadid Design for JCDecaux (UK’s brand-first digital media company), The Kensington is a curvilinear ribbon of matt steel, framing a curved digital screen and is located on West Cromwell Road - the key route linking central London and Heathrow Airport. The new design creates a landmark advertising structure in London that integrates public art, contemporary design and digital media. Unveiled a few days ago, 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. The launch clients are Audi and Coty Luxury. With a view to transform a 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. Set in an area that has been landscaped to enhance the local environment, The Kensington features integrated lighting that enhances visibility for pedestrians. Its high resolution 8mm pixel pitch screen (26 x 6 metres) will provide high visibility and maximum quality of display to a global, design-conscious audience in London check out the visuals on indiaartndesign.com
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billboard design, public art, art installation, design, lighting design,
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