As cities from Toronto to New York wrestle with the clash between public art and advertising revenue, a London designer has unveiled plans to replace Wandsworth's iconic 'pretzel' roundabout with a timber sculpture.
A potential replacement sculpture for Wandsworth's famous roundabout "pretzel" has been unveiled.
Officially named the Digi-Bridge, the 30m atom-like structure could be torn down to increase advertising opportunities in the south London borough.
The original sculpture has stood tall since 1995 and offers space for four digital advertising boards.
It formed the backdrop to the opening scene of Stanley Kubrick's 1971 film A Clockwork Orange and has become a landmark for residents in the neighbourhood.
The owner, Wildstone Estates, which buys and rents outdoor advertising assets, is now looking to replace the sculpture with a timber tree‑inspired structure.
Proposed Digi-Bridge design
In plans submitted to the council, the proposed structure will stand at around 25m tall with a 23m-wide lattice and would support four 14.2m x 4.6m displays, an upgrade on the current four 14m x 4m digital LED displays.
It bears a striking resemblance to Qatar's Crystal Walk statue, launched ahead of the 2022 World Cup.
The structure will also offer a birdbox and a bee hotel, according to documents submitted to the council earlier this year.
Architects Tate + Co are behind the new structure, but their plans have not been received well by local residents.
Local opposition and safety concerns
There have been as many as 62 formal objections submitted to Wandsworth Council in light of the new plans.
In one written objection, Ms Anna Thackeray called the new structure "garish" and a "complete waste of money", explaining that taxpayer funds did not need to be spent on an unnecessary structure.
Mrs Charlotte Tarrant agreed, writing: "A total waste of money to erect a complete eyesore."
Others said the structure would contribute to light pollution or distract drivers.
A significant number of those who opposed the structure live in the new waterfront development Juniper Drive, just a few metres from the roundabout.
Wildstone Estates Ltd has remained resolute that the new structure is inspired by the surrounding canopy lines and will create "a sculptural, nature‑inspired landmark that enhances its surroundings".
TfL, who were consulted on the sculpture, wrote in their submission: "Noting that driver attention is important here and that advertisements are intended to attract attention, we raise concerns with the suitability of advertisement at this location."
The response added that collision history demonstrates that the proposed structure could "distract road users and increase road safety risk" and that they would need to review the arrangement should it go ahead.
The application is still in progress with Wandsworth Council.
The Standard has approached Wildstone Estates Ltd, Tate + Co, and Wandsworth Council for comment.