Adshel opens pounds 2m street furniture site to showcase design

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 technology.

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

technology.



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

signs.



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

cityscape.’



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.