London's new sculptural Stainless-steel advertising board

London's new sculptural Stainless-steel advertising board

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West London recently saw the addition of a new state of the art 30 meters long and 9-metre high stainless steel sculpture which serves dual purposes as a beautiful and eye-catching advertising board, sporting a curve digital screen that is 26 metres long.

The billboard was the creative vision of renowned late London designer Zaha Hadid with Patrik Schumacher and was supplied to advertising company JCDeux but Zaha Hadid Architects.

The Kensington as it has been named is located on West Cromwell Road, in West London, and whilst the screen provides the latest advertising to passing motorists, the intertwined stainless steel curves – which "expresses dynamism" of passing traffic – includes integrated street lighting on the opposing side, for the benefit of passing pedestrians.

Melodie Leung, Senior Associate of Zaha Hadid Design provided a little insight into the intent of the beautiful stainless steel structure;  

"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,"

Whilst we don’t sculpt advertising boards, bespoke Stainless Steel worktops can integrate seamless and beautiful curves.