지금은 고인이 된 자하 하디드(Zaha Hadid)가 디자인한 디지털 광고판이 런던 서부지역에 세워졌다. 마치 하나의 공공예술작품과 같다는 평가다.

더 켄싱턴(The Kensington)이라는 이름의 이 광고판은 자하 하디드 건축사무소(Zaha Hadid Architects)의 자회사로 가정용품 디자인전문회사 자하 하디드 디자인(Zaha Hadid Design)이 광고회사 제이씨데코(JCDecaux)의 의뢰를 받아 제작했다. 

런던으로 가는 주요 길목인 웨스트 크롬웰 로드에 세워진 이 강철 구조물은 30미터 길이에, 높이가 9미터에 달한다.

무광의 스텐레스 스틸을 리본처럼 교차시킨 프레임이 디지털 스크린을 감싸고 있는 구조로, 모서리가 둥글게 처리된 스크린은 길이가 26미터, 높이가 6미터 크기이다. 광고판 후면에 조명이 설치되어 있어 보행로를 비추도록 했다.

서로 교차되는 고리형 리본 디자인으로 보행자와 자동차의 역동적 움직임을 표현했고 여러 각도에서 다양한 실루엣을 연출할 수 있도록 했다고 업체측은 디자인 의도를 설명했다.

제이씨데코는 2014년에 자하 하디드 디자인에 디자인을 의뢰하면서 “길거리 광고 원칙의 새로운 장르를 만들어 달라”고 주문했고, 그 결과 광고판을 공공예술로 승화시킴으로써 미디어 플랫폼의 새로운 가능성을 열었다는 평가를 받고 있다.

Project credits:

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 manager: JCDecaux

Contract administration: Lavingtons

Quantity surveyor: Lavingtons

Structure: Buro Happold Engineering

Civil engineering: Buro Happold Engineering

MEP: Hoare Lea

Lighting: Buro Happold Engineering

Landscape design: MRG Studio

Principal designer: Orsa Projects

Principal contractor: Knight Brown Construction

Stainless steel: Central Industry Group

Granite: S.McConnell and Sons

Specialty brickwork: Grangewood and European Building Materials

LED screen: Daktronics

자료출처: www.dezeen.com