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@StandardPractice
I met the bloke who designed this at an alumni art exhibition at my old school. He's a really bright guy with interesting ideas (though his work is a bit one-liner and commercial for my taste).
The proposal is all about using advertising to fund a new cultural building and a major revamp of Old Street roundabout. It's quite a good idea and his caught the attention of some big cheesy-type people.
Oliver Schick will have a lot to say about it I'm sure, as an infrastructure buff with a special interest in the roundabout, who also abhors all contemporary architecture ;-)