Art a couple of months ago Share Tweet Pin Share Zaha Hadid Architects along with JCDecaux team up for a fresh new take on outdoor advertising. Placed in the city of London, The Kensington is a step towards JCDecaux’s vision for contemporary advertising, and while they are no strangers to the outdoor medium, this is the first time the company has partnered up with such a prestige name from an industry outside of their own — this also acts as the first billboard from Zaha Hadid Architects. As quoted from Melodie Leung, the 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.” Standing at 9 meters tall, and 30 meters wide (approximately 30×98 ft), the massive futuristic-looking billboard features a high-resolution 8mm pixel pitch screen, integrated lighting for pedestrians, and is as much a work of art as it is a display for advertisements. In other architectural news, take a look inside McDonald’s $250 million USD global HQ in Chicago.