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 by Zaha Hadid Design will provide Coty with impactful branding on a key route into London’s luxury retail centre, delivering the affluent West London audience. Our extended presence on this beautiful and unique structure is ideally suited to showcase Coty’s prestigious fragrance brands during the key consumer periods."
Hannah Webley-Smith – Marketing Director Coty Luxury
"Audi is famous for making beautiful cars that combine design excellence with optimum performance. Our “Vorsprung durch Technik” positioning encapsulates the importance of design as an expression of technology for our brand. Audi is delighted to be a launch partner for The Kensington."
Anna Russell, National Brand & Retail Marketing, Audi UK
"It is fitting that Audi have partnered with JCDecaux for the launch of this iconic structure. The extent of design and detail that JCDecaux have input into this location is very much in standing with the brand ethos that Audi represents. Placing design and technology at the heart of an Out-of-Home structure is a great fit for Audi’s brand communications."
Luke Willbourn, Group Business Director at Talon
"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."
Melodie Leung, Senior Associate at Zaha Hadid Design
"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."
Spencer Berwin Co-Ceo of JCDecaux
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.
Watch this short video on The Kensington by Zaha Hadid Design below: