80 James Thomas Engineering's PixelBricks, supplied by Stage Electrics, are positioned inside the tower to create full-spectrum colour washes. Lawrence Haines of JCDecaux commented: "The PixelBrick fixtures satisfied the technical design brief and have brought the M4 Tower to life. Like the structure, its lighting is state-of-the-art and adds real impact."
A unique feature of the Tower is its ability to transmit the light from the LEDs throughout the entire glass structure as a result of lines etched into each glass panel. Advanced computer technology also allows the structure to adopt any colour to meet the specific branding needs of clients, adding additional impact.
The Tower is the height of a seven-storey building, making it the tallest purpose-built advertising structure in the UK and an impressive addition to London's skyline. Located in a prime position on the M4, the gateway road from Heathrow to the centre of London, the giant 50sq.m backlit panels facing in both directions will reach 1,630,000 consumers every week (source: DETR).
(Lee Baldock)
