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Clouded by nonsensical jargon, bad renders and mood imagery, the advertisements for brand-new building developments trumpet a shiny, happy future that is tantamount to lying


One of the more visible signs of economic recovery in London is the construction work. You dont have to look far to see cranes huddled in clusters, and the din of drilling, banging and thumping has become a ubiquitous soundtrack to daily life. The rush to build new commercial and residential developments brings with it competition to attract tenants, and to persuade existing neighbours that the development is a good thing. And its a competition that is being played out very loudly on hoardings.


A hoarding is a legal requirement for the safety of the public on a building site. There are rules about its height and construction. But of course it is also the perfect opportunity: a blank canvas on which to show a vision of the life soon to be lived behind it. A canvas that is clouded by nonsensical jargon, renders and mood imagery.


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