You can not do design faster! It’s the way and form Zaha Hadid Design presents the dynamics of movement in a static object - the Kensington billboard in London! In its front rushing cars, and at its foot - flowers, a real romantic of the fashionable metropolis!
The Kensington Billboard itself reflects the fluid, curved forms of modern automotive design, and poetics of an art object and monument. The curved digital screen is framed by a loop of double tape, which was made of brushed stainless steel especially for the project. Replacing the old one, billboard The Kensington is located on West Cromwell road, which makes it 100% better. Its varied silhouettes captivate the imagination from any point of view.
The dimensions of the billboard are equally impressive: a high-resolution screen of 26 x 6 m, consisting of 8 mm pixels, with a framing steel structure of 30 x 9 m. It has an integrated lantern so that pedestrians do not accidentally get lost in the dark.
Zaha Hadid Design designed the billboard as a public art object for JCDecaux. The result is a unique communication channel that combines modern design and digital media.
“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.
The activity of JCDecaux is a very attractive one for the development of the world society at all, it’s based on the functioning of the business using the exchange of services. Established in France in 1964, JCDecaux transformed the concept of street furniture and invented the concept of bus shelter provision funded by 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.
“Design is at the heart of JCDecaux’s DNA, and we are proud to have worked in partnership with Zaha Hadid Design to bring this exceptional vision for a contemporary advertising structure to London. This project underlines how JCDecaux works with the world’s leading designers to transform cityscapes for the benefit of the public and advertising clients,” said Spencer Berwin Co-Ceo of JCDecaux.
JCDecaux ensures that their services adapt to society’s changing needs with ongoing integration of technology solutions and the introduction of smarter, greener services and products equipped with photovoltaic panels, green roofs, USB chargers and digital information screens providing real- time and localised information.