Europe's largest media advertising wall will be built in Liverpool if a planning application by Land Securities is approved.
Land Securities, owner of St John's and Clayton Square shopping centres, is working with F&P Media Group to create the structure, that when completed will have a span of 90 metres and height of 10 metres. The wall will sit in front of St John's at its Lime Street frontage, creating "a visually stunning reception for the thousands of visitors that arrive in Liverpool from the Lime Street mainline station".
The bespoke structure will house a 28 metres by 7 metres high-definition media screen at its centre flanked with static media images on either side.
The technology used within the screen will generate an ultra-bright image of one billion colours that will be visible even in broad daylight via the use of high performance LED technology using the latest advances in electronic engineering techniques.
Subject to planning permission the structure will be completed and operational in time for the commencement of Liverpool's Capital of Culture celebrations in 2008. Land Securities has offered use of the static media space to Liverpool's Culture Company for the creation of a prominent welcome statement to the thousands of additional visitors who are expected to come to the city in its Capital of Culture year.
Prior to the demolition and subsequent rebuilding of St John's Market in the 1960s, large areas of illuminated advertising hoardings were a significant feature of the original street frontage to Lime Street. It is anticipated that the new proposal will also provide a visual buffer to the St John' s shopping centre car park which faces the Grade I-listed St George's Hall where a £23m refurbishment was completed earlier this year.
Land Securities is currently consulting on plans to redevelop St John's and is expected to announce details of its plans shortly.