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Hilton ads hoarding 'like a church in Italy'

Is it a screen or is it a sculpture?

Written by . Published on November 26th 2013.

Hilton ads hoarding 'like a church in Italy'

A POSH advertising screen said to be inspired by the churches of Italy is being earmarked for a waterfront home outside the Hitlon Hotel. 

The hotel, on the Strand, has submitted an application for what is described as a “steel sculptural development” on its doorstep.

It will include two video screens measuring 7.5m by 5m showing everything from adverts for iPhones to public information notices. 

The “sculpture” has been designed by Maurice Shapero, the man who created the plan for a stunning holy cross skyscraper on the site of the King Edward Hotel close to Beetham Tower. 

For his work in front of the Hilton, he sees the space as “a notion of a tranquil, protected space of contemplation. A space with an inward looking philosophy, separate to the busyness of the prevailing urban context. 

A Church In ItalyA Church In Italy

"Almost akin to the small small classical churches one encounters in modern, built up Italian cities, places of quiet just a few steps from the outside world." 

The structure features two planes of steel plates containing the digital screens. As the sun moves around light will seep through the gaps, transforming the structure throughout the day.

Gaps under the screens are strategically positioned to form an alternative route through and under. The intention of this being to stop people, perhaps for a few moments. 

The site of course is at the centre of the World Heritage Site facing the Albert Dock. 

A screen in LiverpoolA screen in Liverpool

Shapero, who studied at the Royal College of Art and the Glasgow School of Art, set up Studio Maurice Shapero​ in 2003 after working for David Chipperfield, Michael Wilford and Stephen Hodder. 

His award-winning works include the 42nd Street Young Persons Centre in Manchester which won the Manchester Society of Architects Building of the Year, Manchester Chamber of Commerce Building of The Year and Best Innovative Design at the Northern Design Awards. 

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5 comments so far, continue the conversation, write a comment.

TonyNovember 26th 2013.

Do you have a use,apart from the obvious.

1 Response: Reply To This...
John BradleyNovember 26th 2013.

Do any of us?

SaladDazeNovember 26th 2013.

The Hitlon? Is this the sister hotel to the Adlon Kempinski in Berlin? That used to have a screen and then a bloody great wall and now (after demolition as part of the removal of bus lanes) it bestrides Jowandersonstrasse.

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