Two of our projects have gone on to win an award for their site innovation. Both the Two Towers on the Hammersmith Flyover and large LED screen on Eat Street at Westfield Shopping Centre achieved joint first for Best New Digital Site.
The client, Ocean Outdoor, commissioned the construction of both sites to showcase a new level of digital advertising – with quality and impact being the core emphasis.
With Ocean Outdoor’s rebranding focussed on being clean and crisp – while also taking inspiration from fashion and retail – our challenge was to create bespoke LED billboards that would fit in well with its sleek new look.
The aim of the projects was for the sites themselves to turn adverts into works of art, with adverts showcased as though they’re in an art exhibition. This meant that the value of the surroundings became just as important as the actual adverts – framing the screens in a particular way and creating a premium product with the wow factor.
Our aim, therefore, was to manufacture something that could build on the visual impact playershad of the adverts and surroundings, and really make those sites stand out.
Both projects make an architectural statement and are impressive additions to the flyover and shopping centre. Our Eat Street project, featuring a full video moving screen, is surrounded by a living wall and sits on the main pedestrian route into the Westfield Shopping Centre.
The other winning project, on the Hammersmith Flyover, features two 23-metre high steel structures, each housing two high-spec digital screens. They certainly command attention and do a great job of showing off the adverts to their best advantage.
We are very proud of our links with Ocean Outdoor and the prestigious award that the projects have won, and we very much look forward to bringing more impressive steel structures to parts of the UK. Watch this space for future projects…