Structure was built by Hampshire firm Knights Brown

Advertising firm JCDecaux has teamed up with Zaha Hadid’s design arm for a giant billboard in west London.

The structure on Kensington’s West Cromwell Road hosts an LED screen with a surface area secured in a swirling stainless-steel frame that is 30m wide and 9m tall.

Carmaker Audi and cosmetics firm Coty are the first firms to sign up to advertise their products on the billboard.

Buro Happold carried out structural and civil engineering work on the structure which was completed by Hampshire contractor Knights Brown. QS was London firm Lavingtons.

JCDeceaux has previously worked with a who’s who of design and architecture talent, including Norman Foster and Philippe Starck. But the billboard is Zaha Hadid’s first such project. She designed it two years before her death in 2016.