Even without artist interpretations of the 4, the structure itself is stunning. As one travels around the structure, the parallaxing elements of the logo appear to come together and move apart – giving members of the public the same satisfaction, and awe as is created by the on air identity.The first 4 was designed by Nick Knight. His commission, Heart, clad the structure with photographs of people of various races and shows the skin above their hearts gently moving up and down. He achieved this by cladding each of the logo's facades with lenticular panels that shimmer and pulse.

The second 4 was designed by young British artist, Mark Titchner. He has turned the 4 into a genuinely interactive structure, enabling members of the public to enter a video booth and speak to the channel. Their messages are then broadcast on specially created plasma screens on the structure.

C4 created its own media space, and used it to create public art. Negotiations with Westminster Council were difficult, but the result was a money can’t buy landmark and boost to the area. Business results cannot be defined, but it has undoubtedly enhanced 4’s reputation for innovation and taking risks.This was a team effort by designers Freestate, engineers Atelier One, Channel 4 and the artists without whom the project would have been doomed. There was no client as such, but central to the project was Rufus Radcliffe, C4's Head of Marketing who said "The Big 4 has been a hugely ambitious project which at times looked like it would never get off the ground. It is testimony to the collaboration and determination amongst all those involved that a major piece of public art was commissioned on time and on budget and has become a genuinely talked about London landmark".