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看到这个广告牌,那些方方正正的广告牌真的“方”了第1张图片


雕塑数字广告牌
Zaha Hadid's twisted steel advertising board "expresses dynamism" of traffic

由专筑网王帅,蒋晖编译

由Patrik Schumacher和已故设计师Zaha Hadid共同设计的雕塑数字广告牌在伦敦西部揭开了它的面纱。

该广告牌名为“Kensington”,由Zaha Hadid设计公司为JCDecaux广告公司设计的。Zaha Hadid设计公司隶属于Zaha Hadid建筑事务所,主要业务为设计家居配件。

A sculptural digital advertising board, designed by the late Zaha Hadid with Patrik Schumacher, has been unveiled in west London.
Named The Kensington, the billboard was created by Zaha Hadid Design – a wing of Zaha Hadid Architects that designs home accessories – for adverting company JCDecaux.

看到这个广告牌,那些方方正正的广告牌真的“方”了第2张图片


这座雕塑广告牌长30米,高9米,位于西克伦威尔路( West Cromwell Road),该道路是通往伦敦的主干道之一。

该广告牌包括了一个长26米,高6米的弯曲数字屏幕,该屏幕包裹在两条哑光的不锈钢联锁丝带之中。

广告牌同时还融合了灯光的设计,为行人照亮了往来的步道。

Located on West Cromwell Road, one of the major traffic routes into London, the steel structure measures 30 metres long and nine metres high.
It comprises a curved digital screen that is 26 metres long and six metres high, wrapped in two interlocking ribbons of matt stainless steel.
Lighting is integrated into the rear of the advertising board, to illuminate a walkway for pedestrians.

看到这个广告牌,那些方方正正的广告牌真的“方”了第3张图片

Photo is by Luke Hayes

Zaha Hadid设计公司的高级研究员Melodie Leung表示:“交织在一起的环状丝带式的设计既是一种公民的姿态,又是一种宣传的媒介。它展现了伦敦重要路口上车水马龙的交通活力景象。”

她说:“不锈钢丝带绕着屏幕旋转,从不同的角度可以展现出不同的形态。”

"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," said 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," she said.

看到这个广告牌,那些方方正正的广告牌真的“方”了第4张图片

Photo is by Luke Hayes

JCDecaux公司在2014年委托Zaha Hadid设计公司进行设计,并提出了简明的“在路边广告牌中创造一种新的风格”的设计要求。

新的广告牌取代了原来位置上的两块广告展板。

JCDecaux commissioned Zaha Hadid Design in 2014, with a brief to "create a new genre in the roadside advertising canon".
It replaces a pavilion containing two advertising boards, which previously stood on the site.

看到这个广告牌,那些方方正正的广告牌真的“方”了第5张图片

Photo is by Luke Hayes

Leung说:“看看品牌如何回应这个雕塑式的数字画布是非常有趣的。”

她继续谈到“这是一次与JCDecaux的独特合作,我们为媒体平台开发了新的可能性,并将广告牌变成了一种公共艺术。”

"It will be fascinating to see how brands respond to this sculptural digital canvas," said Leung.
"This has been a unique collaboration with JCDecaux to develop new possibilities for media platforms; transforming the billboard into public art," she continued.

看到这个广告牌,那些方方正正的广告牌真的“方”了第6张图片

Photo is by Luke Hayes

Zaha Hadid工作室的其他设计项目还有:重现经典的石质Hans J Wegner椅子,以及一顶以纽约高线公园旁一座公寓的形状为基础的帽子。

除另有说明外,照片版权均属于JCDecaux

Other design projects to emerge from Zaha Hadid's studio include a reinterpretation of a classic Hans J Wegner chair in stone and a hat based on the swooping shapes of an apartment block beside New York's High Line.
Photography is by JCDecaux, unless stated.

看到这个广告牌,那些方方正正的广告牌真的“方”了第7张图片


项目信息:
设计:Zaha Hadid与Patrik Schumacher
项目总监:Melodie Leung
项目设计师:Carine Posner
项目团队:Evgeniya Yatsyuk, Ovidiu Mihutescu, Natassa Lianou, Saman Dadgostar
项目管理:JCDecaux
合同管理:Lavingtons
工程预算:Lavingtons
结构设计:Buro Happold Engineering
市政工程:Buro Happold Engineering
MEP:Hoare Lea
照明设计:Buro Happold Engineering
景观设计:MRG Studio
主设计师:Orsa Projects
总承包商:Knight Brown Cons truction
不锈钢设计:Central Industry Group
花岗岩设计:S.McConnell and Sons
特殊砖砌体设计:Grangewood and European Building Materials
LED屏幕:Daktronics

Project credits:
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 manager: JCDecaux
Contract administration: Lavingtons
Quantity surveyor: Lavingtons
Structure: Buro Happold Engineering
Civil engineering: Buro Happold Engineering
MEP: Hoare Lea
Lighting: Buro Happold Engineering
Landscape design: MRG Studio
Principal designer: Orsa Projects
Principal contractor: Knight Brown Cons truction
Stainless steel: Central Industry Group
Granite: S.McConnell and Sons
Specialty brickwork: Grangewood and European Building Materials
LED screen: Daktronics

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