The first billboard by Zaha Hadid Design commissioned by JDDecaux – The Kensington is a curvilinear ribbon of matte steel, framing a curved digital screen. The billboard is located on West Cromwell Road, the key route linking central London and Heathrow Airport.
The Kensington provides brands with a unique communications’ channel in the capital. The channel combines the latest in digital screen technology with a spectacular, curved double-ribbon stainless steel design.
‘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, Senior Associate at Zaha Hadid Design.
Spencer Berwin, Co-CEO of JCDecaux said, ‘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. 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.’