Make Serve Up Advertising Octopus

Make Serve Up Advertising Octopus

Published on 21-12-2009 by Skyscrapernews.com
Chiswick Roundabout could soon be up for redevelopment with this new design by Make Architects.

Although only containing five floors of office space with approximately 500 square metres of space on each for occupants, they are raised substantially above ground level to give them commanding views of the nearby M4. The structure progresses in a series of louvered angular prisms with an LED screen incorporated into it to provide advertisement with it having a planned height of 52 metres in total.

This isn't the first time someone has done this in the UK. The Axis development in Manchester that is planned has a 51 metre tall screen although the architects of that project, HKR, did not integrate it in the same manner as here.

Rather than have a separate screen that's merely strapped to the building, the Chiswick Roundabout development will have the screen actually integrated into the façade, and angled to one side to help improve the viewing experience of passing motorists with the LEDs designed so that they are only visible from a very particular angle, that of a directly approaching motorist.

From the alternative viewpoints, the adverts will fade from view and the scheme will look like a normal building rather than a pulsating advertising hoarding..

At ground level, the angular design of the building continues with a mass of prisms that help contribute to the nickname of "the Octopus" by appearing like tentacles massed around the base.

The scheme is being developed by London & Bath who hope they can complete the development in time for 2012 but with this being Chiswick, they could well struggle in the face of NIMBYs - two previous plans for this site both ended up with nothing to show, and almost a decade after the Pinnacle tower was planned for this site it still sits empty.

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