Swann Provides Out of Home Media Solution for Ocean Outdoor

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Swann Engineering Group Ltd has successfully conceptualised, manufactured and installed two Out of Home Media solutions, which further enhance Ocean Outdoor UK’s impressive portfolio of digital screen solutions.

This project required the design and fabrication of two iconic standalone structures, which have now been installed on either side of the A38 motorway – a route that provides access through the UK’s second city, Birmingham.

Each structure has the capacity to accommodate a double-sided 4.1m by 5.9m portrait-orientated LED screen, which enables digital advertising campaigns to be viewed by road users and pedestrians travelling in either direction.

Both structures are 13m in height and have been elegantly finished in Aluminium and Corten cladding to create that stylish, iconic, and robust aesthetic our client requested.


As with all Swann projects, careful consideration was made at every design stage. This ensures that our structures can withstand all the elemental forces it will be subjected to, whilst ensuring that the digital screens experience minimal deflection even in the most adverse weather conditions.

Building upon our decades of industry knowledge and utilising our in-house expertise, our team of engineers and technical specialists proposed a robust but aesthetically pleasing design that met the bespoke specifications of the client’s project.

Led by our in-house chartered engineers, our Technical department utilised 3D CAD software to create digital blueprints of the structures, which could then be turned into reality by our highly skilled manufacturing team.


With the structural designs finalised, we were able to begin the production process.
Taking place at our manufacturing headquarters in Braintree, Essex, our experienced Fabrication team began by manufacturing the steel framework – a critical component in any steelwork construction project as this ensures the builds structural integrity.

The Aluminium and Corten materials that provide the cladding for the framework were also adjusted and installed at our Braintree headquarters.

In addition to the framework and cladding production, we also designed and manufactured a bespoke test Grillage. This Grillage allowed us to conduct a successful trial assembly to ensure that each component interfaced correctly and met the customers unique specifications before it was transported to the project’s site location.


The project’s location presented several challenges that our on-site team had to successfully overcome.

An existing structure that previously stood on this site had to be removed before our new towers could be installed. This required the careful removal and recycling of a large steel advertising screen which was undertaken and overseen by our experienced team of operators.

Both structures required piled foundations to ensure stability within the ground conditions present. This required on the inboard side, all the main services and access in the area having to be temporarily diverted whilst our groundworks team carried out the foundation reinforcement.

Along with the additionally reinforced foundations, significant lengths of ducting were required which delivers the power and data cables to each of the towers.

The final installation phase of the project required the implementation of traffic lane closures in both directions to ensure the safety of the ground teams on site. Taking into consideration the disruption this could have on traffic congestion; these closures took place at night to minimise the impact on road users.

As a result of the many variables and factors this project entailed, complex planning was required by our in-house project team in order to ensure the appropriate staff and plant were in the right place at the right time to complete each stage of installation. With extensive experience in this area of project management, we were able to ensure the project ran smoothly and to deadline.

This project presented many challenges which as an organisation we were able to navigate with minimal impact to the public throughout the installation process, and which has culminated in an out-of-home media solution that met all original project specifications.

A great job to all involved in the project!


To gain a perspective of how the final project has enhanced Ocean Outdoors portfolio of digital screens, watch their montage of the Two Towers, Birmingham project, here.


For more information about any of our products and services, please feel free to email enquiries@Swanngroupltd.com or contact our Customer Support Team on 0800 090 2375.

Additionally, you can keep up to date with our latest projects by following us on our LinkedIn and Twitter profiles.

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