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Presentation is everything

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Apicella Associates has completed this £2 million-plus research and design centre in Earl's Court for Adshel, the world's largest advertising and street-furniture company. Internally, the building is conceived as a walk- through presentation system, with the entrance foyer/display area, meeting room and workshop on the ground floor, and a service core behind containing stairs to the first-floor design studio. The back of the building is a solid concrete frame designed for maximum acoustic and thermal insulation, and three purpose-designed billboard structures protect the site from the busy main road on this side. The south side is a light structure of modular pieces with a fully glazed front elevation. A large tilted cantilevered canopy made of a softly inflated, self-cleaning fabric filters the sky, and can be used to screen projected backdrops to the external display area. A simulated road layout around the building allows service access to the billboards at the back, and provides the perfect showcase for products in Adshel's street-furniture range.

CLIENT: Adshel

ARCHITECT: Apicella Associates: Lorenzo Apicella, David Gausden, Dragan Suglievic, Michael Mullen, Ben Elsdon

LANDSCAPE ARCHITECT: Jennifer Coe

STRUCTURAL ENGINEER: Atelier 1

M&E: Atelier 10

QS: Boyden & Co

PROJECT MANAGER: Boyden Project Management

Photographs: Timothy Soar

SITE PLAN

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