Swann Design, Fabricate & Install Digital Screen Structure

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Working as Principal Contractor at this prestigious site in London, Swann Engineering Group Ltd partnered with our client, site owners, local planners and residents to solve the problems of light pollution at this iconic location – the A40 Westway.

The challenge for our design team was to provide an aesthetically pleasing 30m high tower structure, with a screen visible from the road on a challenging site, whilst minimising the amount of glare from the digital screen for surrounding residents.

Using the latest 3D modelling techniques, we were able to demonstrate a viable solution to all stakeholders: two towers, one supporting the digital screen and another that provided a protective shroud deflecting light from residents to the north of the site. Our solution allowed advertising consent to be granted and the project to proceed.

Having removed the existing structure, our first task was to enhance the existing foundation to allow for the increased loads associated with the new structure. Fabrication of the two towers took place at our manufacturing facility in Braintree, Essex.

Commencing the construction phase, our project team had to arrange for traffic management on one of the busiest arterial roads into Central London.

Working at night due to the high volumes of daytime traffic was the only possibility, with lane closures strategically organised to minimise disruption.

Starting the build during the winter months created its own problems with high winds, extremely cold nights and a spell of wet weather adding to the issues of night working.

Despite these challenges, our experienced Project Management & Engineering Team, aided by head torches and communicating by radio due to the height and complex nature of the structure, brought this project to completion and on schedule.

Following the trouble-free installation and commissioning of the screen, cladding was added from the top down to allow for live dates to be achieved, again a challenge to ensure that all the shadow gaps were aligned with exact symmetry.

Completing this project successfully demonstrates all aspects of our capabilities; from conception and engineering design, through manufacture, project management and construction.


To discuss your Out of Home Media requirements, email enquiries@swanngroupltd.com or contact our Customer Support Team on 0800 090 2375.

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