MRG Studio worked closely with Zaha Hadid Design and JCDecaux to deliver a landscape setting for their unique billboard on West Cromwell Road, London. Combining innovative digital screen technology with a double-ribbon of matt stainless-steel framing a curved digital screen, ‘The Kensington’ will provide visibility and maximum quality of display for brands along this primary route in West London.
MRG Studio’s response was to create a landscape that projects the brand and image of JCDecaux and relates to the form and scale of the sculpture as well as respecting the existing site conditions and location. The planting concept relates to the curves of the sculpture and sense of movement both within the design itself, and the fact that the site runs parallel to a busy thoroughfare, without the need to use ephemeral plants. Another key driver was to bring light to the shady context, without distracting focus from the installation.
The planting scheme was selected to be able to cope with exposure, pollution and salt spray / splash from passing vehicles. Evergreen shrubs of different greens and mature heights have been incorporated in swathes for visual effect and consistency of performance, and compact cultivars added in light of the client’s requirements for easy maintenance and durability.
Lighting is integrated into the rear of the advertising board, to illuminate a walkway for pedestrians. The curved planter creates public seating on the pedestrian side of pavement, sheltered from the busy road.
Photos: Marc Hawkey