雕塑数字广告牌Zaha Hadid's twisted steel advertising board "expresses dynamism" of traffic由Patrik Schumacher和已故设计师Zaha Hadid配合设计的雕塑数字广告牌在伦敦西部揭开了它的面纱。该广告牌名为“Kensington”，由Zaha Hadid设计公司为JCDecaux广告公司设计的。Zaha Hadid设计公司隶属于Zaha Hadid修建事务所，主要业务为设计家居配件。

A sculptural digital advertising board, designed by the late Zaha Hadid with Patrik Schumacher, has been unveiled in west London.Named The Kensington, the billboard was created by Zaha Hadid Design – a wing of Zaha Hadid Architects that designs home accessories – for adverting company JCDecaux.这座雕塑广告牌长30米，高9米，位于西克伦威尔路（ West Cromwell Road），该门路是通往伦敦的主干道之一。该广告牌包罗了一个长26米，高6米的弯曲数字屏幕，该屏幕包裹在两条哑光的不锈钢联锁丝带之中。

广告牌同时还融合了灯光的设计，为行人照亮了往来的步道。Located on West Cromwell Road, one of the major traffic routes into London, the steel structure measures 30 metres long and nine metres high.It comprises a curved digital screen that is 26 metres long and six metres high, wrapped in two interlocking ribbons of matt stainless steel.Lighting is integrated into the rear of the advertising board, to illuminate a walkway for pedestrians.Photo is by Luke HayesZaha Hadid设计公司的高级研究员Melodie Leung表现：“交织在一起的环状丝带式的设计既是一种公民的姿态，又是一种宣传的前言。

它展现了伦敦重要路口上门庭若市的交通活力情形。”她说：“不锈钢丝带绕着屏幕旋转，从差别的角度可以展现出差别的形态。

”"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," said Melodie Leung senior associate at Zaha Hadid Design."The stainless-steel ribbon twists as it encircles the screen, defining a varying silhouette when seen from different viewpoints," she said.Photo is by Luke HayesJCDecaux公司在2014年委托Zaha Hadid设计公司举行设计，并提出了简明的“在路边广告牌中缔造一种新的气势派头”的设计要求。新的广告牌取代了原来位置上的两块广告展板。JCDecaux commissioned Zaha Hadid Design in 2014, with a brief to "create a new genre in the roadside advertising canon".It replaces a pavilion containing two advertising boards, which previously stood on the site.Photo is by Luke HayesLeung说：“看看品牌如何回应这个雕塑式的数字画布是很是有趣的。”她继续谈到“这是一次与JCDecaux的奇特互助，我们为媒体平台开发了新的可能性，并将广告牌酿成了一种公共艺术。

”"It will be fascinating to see how brands respond to this sculptural digital canvas," said Leung."This has been a unique collaboration with JCDecaux to develop new possibilities for media platforms; transforming the billboard into public art," she continued.Photo is by Luke HayesZaha Hadid事情室的其他设计项目另有：重现经典的石质Hans J Wegner椅子，以及一顶以纽约高线公园旁一座公寓的形状为基础的帽子。除尚有说明外，照片版权均属于JCDecauxOther design projects to emerge from Zaha Hadid's studio include a reinterpretation of a classic Hans J Wegner chair in stone and a hat based on the swooping shapes of an apartment block beside New York's High Line.Photography is by JCDecaux, unless stated.项目信息：设计：Zaha Hadid与Patrik Schumacher项目总监：Melodie Leung项目设计师：Carine Posner项目团队：Evgeniya Yatsyuk, Ovidiu Mihutescu, Natassa Lianou, Saman Dadgostar项目治理：JCDecaux条约治理：Lavingtons工程预算：Lavingtons结构设计：Buro Happold Engineering市政工程：Buro Happold EngineeringMEP：Hoare Lea照明设计：Buro Happold Engineering景观设计：MRG Studio主设计师：Orsa Projects总承包商：Knight Brown Cons truction不锈钢设计：Central Industry Group花岗岩设计：S.McConnell and Sons特殊砖砌体设计：Grangewood and European Building MaterialsLED屏幕：Daktronics。

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