Sunset Boulevard Media Follies
Location: West Hollywood, California Size: 50 x 20 ft Status: Complete Program: Media Folly Client: Big Outdoor, Netflix
chevron_leftModern take on Moderne
Invisible Frame
The signage at 8743 Sunset is designed to contribute to the future of Sunset Boulevard by building connections through experience. As environmental graphics and signage have evolved, new technologies have allowed visitors and citizens to engage with information in novel ways. Trading large, sculptural forms for a more nuanced approach, the design combines functional minimalism with the desire to create better experiences for people on the street.
Looking to the 1930s and the character of the Constance Bennett Building, the new signage project exquisitely compliments the building by creating a “floating billboard” as a model for increasing the value and visibility of off-site signage in the city of WeHo. By retaining the project’s historic character and avoiding a false history, the design differentiates new from old through an invisible frame. This approach builds off the idea that billboards and signage shape how we experience the city, and in turn, the design celebrates these relationships by creating a subtle spectacle.
The Invisible Frame integrates technology to create additional space for the city and its public art initiatives to showcase seasonal programs, new campaigns and events. The signage at 8743 Sunset respects history by giving it space, and as a result, it models a new approach to how information and ideas can be shared in WeHo.
Streamlined Arbor
The signage at 9157 Sunset seeks to advance Sunset Boulevard’s reputation as a world-class destination for creative billboards. By elevating the existing building’s historic character and modernizing its utility, the transformation from a static to digital billboard will allow the project to readdress the billboard’s relationship to the historic Sentney Building in a more compelling and meaningful way.
Replacing the dated and visually incompatible steel structure, the design of the new sign celebrates the significance of the existing building by respecting its aesthetic achievements and artfully pairing old with new. Through careful consideration of the Sentney Building’s Streamline Moderne design, the sign’s armature synthesizes the natural forms of large, shaded tree canopies surrounding the project into a more fluid interpretation.
Working with groups such as West Hollywood Moving Image Media Art Program (MIMA), the billboard will not only promote advertisements, but serve as an opportunity for local digital artists to showcase their work and truly honor the “Creative City”.
Artwork by Hayden Blaz, Rushing Rocks