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.
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.
"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.
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.
"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.
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.
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
