Foster creates UK's tallest ad structure

Foster & Partners, the firm of architects behind the Swiss Re building in the City of London, otherwise known as the "gherkin", has designed the tallest purpose-built advertising structure in the UK for JCDecaux.

The landmark ad site is the height of a seven-storey building and is situated on the M4 flyover on the western approach to London.

Foster & Partners has built the structure, called the JCDecaux M4 Tower, from glass. It consists of two 50m-square backlit panels that face in both directions and incorporate thousands of LEDs.

The Dubai Development and Investment Authority is the site's first advertiser.

It has signed up for a year-long campaign, which was booked by Manning Gottlieb OMD through the outdoor specialist Posterscope.

Jeremy Male, JCDecaux's UK and Northern Europe chief executive, said: "The M4 Tower sets a new benchmark in outdoor advertising and underpins our commitment to high-quality structures."

The M4 carries 1,630,000 people a week, according to figures from the Department of the Environment, Transport and the Regions.


Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).