Adshel this week opened what it claims is the world’s first centre
devoted to street furniture design and the medium’s innovative use of
The Adshel Research and Development Centre in Earl’s Court cost pounds 2
million to build and its purpose is to showcase the company’s street
furniture to prospective local authority clients.
It will also give media buyers and advertisers a chance to see how their
creative work looks on different outdoor formats, including those used
on the Continent. They will be able to make use of new technology
designed to evaluate campaigns’ effectiveness in specific regions.
The building is shaped like a bus shelter and includes a range of
examples of shelters, public toilets, information centres and electronic
Vincent Slevin, chief operating officer of the More Group, said:
’Advertisers and local authorities alike are placing increasing
importance on the range and aesthetics of street furniture, as well as
the need for tailor-made products individual to their town or
JC Decaux, arch rival of Adshel’s parent, the More Group, already
operates a street furniture ’theme park’ in France, which prospective
clients visit to visualise the medium. As the two companies fight for
market share, they are becoming increasingly competitive in their bids
for local authority contracts, both in the UK and abroad.