Double-sided LED advertising towers positioned alongside an elevated section of the Mancunian Way.
Two double-sided digital advertising screens have been erected either side of the Mancunian Way, Manchester’s busiest arterial route. The synchronised displays provide Manchester’s largest audience reach from outdoor advertising, with over 3.6 million impacts every fortnight.
Eckersley O’Callaghan engineered the towers, which are both 18 metres tall. A key principle of the design was to minimise the visual impact of the screens’ supporting structure by creating a slender profile.
The project involved several challenges. The complex dynamic response due to wind loads had to be analysed using finite element software. An innovative bolting system has allowed the screens to be installed separately from the base with fine adjustment, giving them the appearance that they are floating.