The new 25m high M4 Tower, designed by Foster and Partners, for JCDecaux. Its on the elevated highway of the M4 between junctions 1 and 2.

http://www.jcdecaux.co.uk/content/premiere/sourceimages/M4-crop_S.jpg

I thought advertising next to motorways was A Bad Thing...

Is it a plasma screen or just an illluminated board?

Its made from glass with lighting effects incorporated behind.

the whole point of this is to get drivers to look at it, if they are looking at it they arent looking at the road.

^^ That's what I thought. Seems a tad silly to me.

Unless there's a traffic jam...

and advertising Dubai too, lol nice one

I hate advertising hoardings, I`m up for art and information displays in public areas but we get bombarded by advertising everywhere would be nice to be elevated above all that in our public environs. I wonder how much money councils get from advertising? perhaps designated areas could have sponsored artistic displays, maybe similar to the Coca Cola sign in Piccadily Circus because at the moment you get these rickety billboards stuck all over the place or these hang onto sides of houses that once had a building next to it like parasitic insects

I personally like them as it gives a city that urban feel, especially on an elevated highway - Bangkok style.

exactly, it looks very developing world... the victorians loved them too

I think in this day and age of mobile digital advertising reaching every asset of our lives it would be nice to see outdoor advertising controlled further and outdoor art increased

I think in this day and age of mobile digital advertising reaching every asset of our lives it would be nice to see outdoor advertising controlled further and outdoor art increased

Absolutely.

the whole point of this is to get drivers to look at it, if they are looking at it they arent looking at the road.

Well they have them litrally everywhere in the U.S, I'd be intrested to see if there was any research into if they cause accidents over there. I suppose it's not different to reading a road sign really, but would be worth checking.

Anyway, I'm not really for this, I've seen what it looks like in America and it's really not very pretty. Although this sign does sound quite futuristic and maybe somewhat appealing I can't see it being a good road to go down. Although, it is probably inevitable really.

You don't often seem them (US or elsewhere) at a relatively sharp turn though! Why not in a segment that's straight?

You don't often seem them (US or elsewhere) at a relatively sharp turn though! Why not in a segment that's straight?

I suppose they've done it so that when you are approaching it you are looking straight at it as apposed to having to look off to the side. And the only reason they don't have them on bends in America is because bends don't exist there ;) :lol:.

I hope it doesn't affect safety at least :runaway: