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.