billboards on the sunset strip proposals in los angeles

four teams, including zaha hadid architects and gensler, have submitted proposed billboard designs for hollywood’s famous sunset strip in los angeles. the competition called for innovative schemes that brought ‘a unique presence’ to the site. the plans include kinetic signage, creative programming, viewer participation via social media, and a future strategy for an adjacent multi-use public square.

design by JCDecaux and zaha hadid project management limited

the four shortlisted teams in full:

— JCDecaux and zaha hadid project management limited
— orange barrel media, tom wiscombe architecture, MoCA
— outfront media, gensler, MAK
— TAIT towers inc.

design by JCDecaux and zaha hadid project management limited

named ‘the prism’, zaha hadid’s design has been conceived as an ‘innovative, captivating hybrid environment’. functioning as a civic gateway, the billboard also serves as an information hub for the community. the structure takes on a typically sculptural form, crafted in brushed aluminum. an adjacent pedestrian plaza incorporates drought-tolerant landscaping and shaded seating, while integrated lighting provides a variety of illumination.

design by orange barrel media, tom wiscombe architects, MoCA

tom wiscombe’s proposal seeks to bring back the ‘iconic’ object-billboard, programming it with commercial, cultural, and social media content. ‘our design is a vertically-oriented, three-dimensional media monolith, in contrast to the ubiquitous flat, horizontal billboards of the strip,’ explains the design team. the billboard can display promotional events via a live feed, or present multimedia art curated by the museum of contemporary art (MoCA). the outer shell features a mix of high-resolution LED technology, video projections, and theatrical lighting, all of which integrated into a custom-patterned perforated metal skin. approximately 75% of the total surface area is reserved for non-commercial content.

design by orange barrel media, tom wiscombe architects, MoCA

in collaboration with outfront media, gensler has proposed ‘unfolding sunset’ — a design which seeks to blur the line between physical and digital experience. using technology, visual effects and urban space, the scheme intends to offer public engagement ‘beyond spectatorship’. a flexible array of panels addresses multiple audiences, blending commercial content with art, performance and social media. these panels create optical illusions as they gradually merge into a single image, and then fragment as one moves toward and then past them.

design by outfront media, gensler, MAK

the ‘spectacular’ by TAIT reflects the identity of west hollywood by synchronizing many forms of art into a dynamic performance. its ‘bow-tie’ concept relates back to the strip’s famous black-tie super clubs of the 1930-40s, where gangsters mixed with hollywood celebrity regulars. this symbol inspired the scheme’s design, celebrating a sense of performance — both new and old. the sculptural form is brought to life through a mix of lighting and static or animated content.

design by TAIT towers inc.

the sunset strip is globally recognized for its vibrant combination of signs, entertainment, and nightlife, with a long tradition of memorable signage. currently, the city of west hollywood is engaged in two efforts to propel the district to the forefront of creative outdoor media. the first of which will see the appointment of a design team for a pilot project on the city’s own site, while as part of the latter stage, authorities will revise the policies that govern billboards to enable greater creativity.

in october 2015, the city of west hollywood invited solicited teams to design ‘a technologically advanced, engaging, one-of-a-kind, billboard structure’. nine applications were received, with four selected to advance. each scheme was presented in may 2016, with the city now considering which proposal to select for further development.

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