Recently, JCDecaux completed a unique piece of out-of-home in London designed by Zaha Hadid Design. Hadid is an award-winning architect famed for designing modern-style buildings. Basically, the project was about “transforming the billboard into public art”. The concept behind is to redefine ‘the design language of billboards’. It has left behind the traditional shapes and frames that have steered the industry to date. Dubbed ‘The Kensington’, and located on the road from London to Heathrow, the structure takes the shape of a curved double-ribbon. The stainless steel ribbon of the OOH twists as it encircles the screen, defining a diverse silhouette when can be seen from various viewpoints.