Wildstone, the leading owner of outdoor media infrastructure across the UK and Europe, has unveiled a unique Concorde-inspired digital billboard at the heart of North Bristol’s world-leading aerospace, engineering and technology business cluster.
Located on the A38, the new DM6 (Digital Mega 6-sheet) double-sided monopole structure, named Bristol Approach Tower, has a wing-shaped design inspired by Concorde, which was designed and produced at the historic former Filton Airfield. YTL Developments is currently transforming the former Airfield into Brabazon – a thriving new neighbourhood for Bristol.
YTL Developments has planning consent for over 3 million sq ft of commercial space at Brabazon – Bristol’s new home for advanced manufacturing, digital and creative studios and life sciences laboratories. Brabazon is less than 3 miles from both the M4 and M5 motorways, while a new train station will connect the new neighbourhood to Bristol Temple Meads in less than 15 minutes.
Bristol Approach Tower will be operated on a long lease, with Wildstone also covering all construction and maintenance costs.
Wildstone led the end-to-end development of Bristol Approach Tower, including identifying the site and securing planning permission. Wildstone’s design team and architects subsequently collaborated with YTL Developments to design an OOH asset that incorporated the heritage of the site, before liaising with construction contractors to deliver a state-of-the-art advertising site to media operator Mass Media.
The site is also Mass Media’s first development in the Bristol region, and has afforded the media buyer a unique new site on a significant commuter route opposite the most exciting new city district in the South West.
Both screens on Bristol Approach Tower DM6 measure 7.5m x 5m, offering unparalleled picture quality, exceptional colour vibrancy, as well as viewing angles of 140° and an ultra-slim screen depth of just 65mm. The screens are also highly energy efficient.
Tom Fursdon, Head of Asset Management at YTL Developments said:
“Brabazon is set to become a business address like no other. The mixed-use vision for this new city district will create a high-footfall environment and a multi-modal transport node, offering incredible opportunities for businesses and brands to engage both consumers and commercial stakeholders. Our work with Wildstone on the Bristol Approach Tower is a great example of the variety of commercial opportunities that ambitious businesses can pursue with YTL Developments at Brabazon.”
Andrew Foster, Partnerships Director, Wildstone said:
“With the site’s rich history, high impact rate and hugely exciting development future, Bristol Approach Tower is truly a one-of-a-kind outdoor advertising site. We’re proud to have led the site’s development, from inception to delivery, offering a fantastic new site to Mass Media, whilst absorbing all the costs ourselves.”
Mass Lambresa, CEO, Mass Media said:
“We are thrilled to announce the launch of our new site in collaboration with Wildstone, marking our first major step into the South West region. This particular location is not just a milestone for us but also a nod to the area’s rich aerospace heritage, featuring a unique wing-like design that harmoniously integrates into its surroundings.
“We’re immensely grateful for Wildstone’s ongoing support and their belief in Mass Media’s vision for expanding the Digital Out-of-Home (DOOH) advertising space in the UK. This project marks another significant step in our partnership, as we have an exciting pipeline of highly sought-after locations planned, showcasing large format displays including D48’s, D96’s, and DM6’s, all set to make a significant impact in the market.”
