Courtesy of JCDecaux

JCDecaux提供

建筑师提供的文字说明。JCdecaux邀请ZahaHae设计重新定义广告牌的设计语言，在首都提供独特的通信渠道，集成了当代设计和数字媒体。

Text description provided by the architects. JCDecaux invited Zaha Hadid Design to redefine the design language of billboards – providing a unique communications channel in the capital that integrates contemporary design and digital media.

Text description provided by the architects. JCDecaux invited Zaha Hadid Design to redefine the design language of billboards – providing a unique communications channel in the capital that integrates contemporary design and digital media.

 © Luke Hayes

(卢克·海耶斯

1964年，JCdecaux在法国成立了街头家具的概念，并发明了由广告资助的公共汽车住房供应的概念。今天，JCodeaux向全世界的城市和运输当局免费提供一系列产品和服务，所有这些产品和服务都是通过广告支付的。这些服务为城市、其居民和访客的利益而制定，这些服务包括公共汽车住所、街道照明、公共长椅、厕所、垃圾箱、Wi-Fi热点、移动设备充电站和提供实际日常帮助的交互式导航屏幕。2003年，政策协商委员会介绍了世界上第一个自助公共自行车租赁计划-苏铁-在维也纳。由广告收入资助的公共自行车现在在50多个国家有700个城市。

Established in France in 1964, JCDecaux transformed the concept of street furniture and invented the concept of bus shelter provision funded by advertising. Today, JCDecaux provides a range of products and services free of charge to cities and transport authorities across the world, all paid for through advertising. Developed for the benefit of cities, their inhabitants and visitors, these services include bus shelters, street lighting, public benches, toilets, bins, Wi-Fi hotspots, mobile device charging stations and interactive wayfinding screens that provide practical everyday assistance. In 2003, JCDecaux introduced one of the world’s first self-service public bicycle hire schemes - Cyclocity - in Vienna. Public bicycles, funded by advertising revenue, are now available 700 cities in over 50 countries.

Established in France in 1964, JCDecaux transformed the concept of street furniture and invented the concept of bus shelter provision funded by advertising. Today, JCDecaux provides a range of products and services free of charge to cities and transport authorities across the world, all paid for through advertising. Developed for the benefit of cities, their inhabitants and visitors, these services include bus shelters, street lighting, public benches, toilets, bins, Wi-Fi hotspots, mobile device charging stations and interactive wayfinding screens that provide practical everyday assistance. In 2003, JCDecaux introduced one of the world’s first self-service public bicycle hire schemes - Cyclocity - in Vienna. Public bicycles, funded by advertising revenue, are now available 700 cities in over 50 countries.

 © Luke Hayes

(卢克·海耶斯

JCDecaux确保他们的服务适应社会不断变化的需求，不断整合技术解决方案，引进更智能、更环保的服务和产品，配备光伏板、绿色屋顶、USB充电器和提供实时和本地化信息的数字信息屏幕。

JCDecaux ensures that their services adapt to society’s changing needs with ongoing integration of technology solutions and the introduction of smarter, greener services and products equipped with photovoltaic panels, green roofs, USB chargers and digital information screens providing real-time and localised information.

JCDecaux ensures that their services adapt to society’s changing needs with ongoing integration of technology solutions and the introduction of smarter, greener services and products equipped with photovoltaic panels, green roofs, USB chargers and digital information screens providing real-time and localised information.

 © Luke Hayes

(卢克·海耶斯

结合创新的数字屏幕技术和双带马特不锈钢框架的弯曲数字屏幕，肯辛顿位于西克伦威尔路，是扎哈哈迪德设计的第一个广告牌。

Combining innovative digital screen technology with a double-ribbon of matt stainless steel framing a curved digital screen, The Kensington is located on West Cromwell Road and is the first billboard by Zaha Hadid Design.

Combining innovative digital screen technology with a double-ribbon of matt stainless steel framing a curved digital screen, The Kensington is located on West Cromwell Road and is the first billboard by Zaha Hadid Design.

 Courtesy of JCDecaux

JCDecaux提供

他说：“这个交织在一起的环带设计，既是一种公民姿态，又是一种宣传媒介，表达了在这个重要的伦敦交界处行人和车辆交通活动的活力。”不锈钢丝带绕着屏幕旋转，当从不同的角度看时，定义了不同的轮廓，“Zaha Hadid Design的高级助理Melodie Leung说。

“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,” said Melodie Leung, senior associate at Zaha Hadid Design.

“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,” said Melodie Leung, senior associate at Zaha Hadid Design.

 © Luke Hayes

(卢克·海耶斯

“看看品牌对这个雕塑数字画布的反应将是非常有趣的。”这是一项与JCDecaux的独特合作，目的是为媒体平台开发新的可能性；将广告牌重新想象为公共艺术，“梁续说。

“It will be fascinating to see how brands respond to this sculptural digital canvas. This has been a unique collaboration with JCDecaux to develop new possibilities for media platforms; reimagining the billboard as public art,” continued Leung.

“It will be fascinating to see how brands respond to this sculptural digital canvas. This has been a unique collaboration with JCDecaux to develop new possibilities for media platforms; reimagining the billboard as public art,” continued Leung.

“设计是JCDecaux公司DNA的核心，我们为与扎哈·哈迪德设计公司合作，将这一独特的当代广告结构愿景带到伦敦而感到自豪。”JCDecaux的首席执行官斯宾塞·伯温(Spencer Berwin)说：“这个项目强调了JCDecaux如何与世界领先的设计师合作，为公众和广告客户改造城市景观。”

“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,” said Spencer Berwin Co-Ceo of JCDecaux.

“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,” said Spencer Berwin Co-Ceo of JCDecaux.

 © Luke Hayes

(卢克·海耶斯

肯辛顿的高分辨率8mm像素螺距屏幕(26x6米)将为品牌提供能见度和最高质量的显示，框架为(30×9米)钢结构。

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

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

Kensington提供了一个区域，该区域已进行了景观美化，以增强当地环境，种植树木和绿化，为行人提供了集成照明，提高了行人的可见度。

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 increase visibility for pedestrians.

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 increase visibility for pedestrians.

Architects Zaha Hadid Architects

Location W Cromwell Rd, London, United Kingdom

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 Year 2018

Photographs Luke Hayes

Category Small Scale

Manufacturers Loading...