Fury Over ‘Ugly’ New @maximusmaximise Phone Boxes in London’s West End
I fear that Ashley Smatt, owner of Coldharbour Holdings and the King Group (King OOH was launched back in 2003 but has recently undergone a rebrand to Maximus) has inadvertently done the out of home industry a bit of a disservice.
Yesterday the London’s Evening Standard newspaper reported ‘fury’ from residents and Westminster councillors over applications to install them were lodged with the council last month by Maximus Networks.
Ashley Smatt was quoted as saying “We’re reinventing the phone box for the 21st century. We’re trying to compete with multinationals. Believe it or not there is still need for phone boxes” but I am sure that everyone will agree the mockup shown above is as ugly as can be.
It’s strange that the phone box is purported to be modern in any way – it is our clear understanding that General Maximus Decimus Meridius is only able to attach a vinyl poster to the glass surface. They will need planning consent for a (further) digital or illuminated display. If that is their ultimate intention then we understand that will be VERY challenging.
When you think that BT / Primesight / LinkUK and Amscreen / Clear Channel UK are working hard to bring nice, relevant, well thought out, perhaps some may even say unobtrusive designs, to the streets of London this truly is a shot across the bows of all that is good about our (street furniture) industry.
Add in the splendid work that JCDecaux have done with their beautiful award winning digital Bus Shelters and this (new) street monstrosity may have just set the #OOH Industry in London back to about AD 180.
The term visual / street clutter has suddenly been brought back to the planning officers’ vocabulary.
Categories: DailyDOOH Update
