This giant billboard is entirely edible - for nearby insects and birds.
The four by three metre billboard has been designed to be slowly nibbled away over a month, giving a boost to local wildlife.
So, while it looks in perfect condition now, by the end of April, only the frame – which was created using low-carbon concrete and recycled aggregates – will remain.
It is covered with hundreds of pollinator-loving plants, flowers and seeds, as well as completely edible nut husk bird feeders to entice local wildlife and provide a natural habitat for insects and other species.
Lee Sleight, CEO at Holcim UK which is the brand behind the board, said: “It’s clear from our research that while many people recognise the importance of sustainability, there is still a gap in understanding around how to integrate it into daily life."
