Zac Monro Architects

The i-Tower

Developed for an outdoor advertising firm, our design for a large format advertising tower is a departure from the industry norm. Traditionally the more prestigious the location the more complicated the structures appear to be. Contrary to this approach, we feel that there is a sophistication required to make simple objects beautifully, a sophistication that pays for itself twice-over.

On the one hand the object itself, standing simply in usually complex semi-industrial landscapes stands out, and on the other it’s design accentuates the display area content. We feel that the ‘i-Tower’ represents the benchmark for what these large format towers should do. The structure and servicing is all hidden within a fully-integrated, super-smooth polished monolith. The flat display surfaces integrated with the framing sheet, the whole sitting clear and un-obstructed by fussy details or distractions.

By day it’s polished shape sits striking and proudly modern against the cityscape. By night the frame eats-up the night, refined and stealth-like leaving the display to float apparently frameless. In amongst the soft-verges littered with cans and sullied by a million car exhausts this is what the modern world should bring to street design. It is crisp, clean, elegant and as carefully detailed as the phone in your pocket.