JCDecaux unveils The Kensington, a unique, sculptural digital canvas

JCDecaux has commissioned the globally renowned Zaha Hadid Design to create a landmark advertising structure in London that integrates public art, contemporary design and digital media. Unveiled lately, 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.

JCDecaux invited Zaha Hadid Design to redefine the design language of billboards –creating a new platform for brand messaging to a global, design-conscious audience in London. The first billboard by Zaha Hadid Design, The Kensington is a curvilinear ribbon of matt steel, framing a curved digital screen, located on West Cromwell Road – the key route linking central London and Heathrow Airport.

The Kensington’s high resolution 8mm pixel pitch screen (26 x 6 metres) will provide high visibility and maximum quality of display for brands, framed by the (30 x 9 metres) steel structure.

Set in an area that has been landscaped to enhance the local environment with the planting of trees and greenery, The Kensington features integrated lighting that enhances visibility for pedestrians.”
Melodie Leung, Senior Associate at Zaha Hadid Design said, “This has been a unique collaboration with JCDecaux to develop new possibilities for media platforms; transforming the 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.”

Jean-François Decaux, Co-Chief Executive Officer of JCDecaux said “We’re delighted to have Audi and Coty as our first brand partners, using this powerful new platform as part of their launch strategy for the Audi Q8 and CK Women. 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.”