BlowUP Media is planning to wrap the derelict Alfa Laval building on the M4 with an art deco shroud and a giant poster after winning consent from planning chiefs. Korean consumer electronics giant Samsung will be the first advertiser to use the site.
The permission for an advertising screen was granted by the Planning Inspectorate despite objections that the commercial display would be an “eye-sore.”
But the poster specialist successfully argued the shroud would be more attractive than the derelict building. The wrap will cover four sides of the building – an area of more than 5,000 sq ft.
The site will be launched on August 27 and Samsung will use it to promote its new phone range, the new five-mega pixel camera phone G600 for a two-week campaign. The media planning for the campaign has been handled by Cheil and the buying is through IPM.