Zaha Hadid Architects have released images of their latest project, a sculptural billboard named for its location in Kensington, London. The project, a collaboration between the late Zaha Hadid and partner Patrik Schumacher, marks the firm’s first direct foray into advertising.
Designed for advertising giant JCDecaux, the billboard comprises a digital screen embedded within a twisting double-ribbon of stainless steel. The screen is a stunning 26 metres (86 feet) wide and six metres (20 feet) high, and curves to provide better visibility from the street.
“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,” explained Melodie Leung, senior associate at ZHA. “The stainless steel ribbon twists as it encircles the screen, defining a varying silhouette when seen from different viewpoints.