THE CITY OF WEST HOLLYWOOD
Arts & Advertising Program
DESIGN EXCELLENCE SCREENING - TOP SCORING PROJECTS DATE ISSUED: JULY 7, 2020 EXECUTIVE SUMMARY
Always on the cutting edge, the City of West Hollywood is bringing the billboard into the 21st Century. Last year the City adopted the Sunset Arts & Advertising Program – a groundbreaking effort to reimagine the world’s premier locations for outdoor advertising. After a competitive vetting process, the first 21 projects are set to move forward. These artistic and imaginative installations will re-energize the world-famous Strip and set the new standard for digital outdoor advertising. This report showcases these projects, including the associated new proposed development, building renovations, preserved historic buildings, and new public open spaces. The selection process for these was hard-fought and based on the merits of design and their compatibility with boulevard’s culture, history, buildings, and streetscape. These initial projects will kick-start the transformation of the Sunset Strip and set the stage for the Sunset Arts & Advertising Program’s future vetting rounds.
The Sunset Strip has long been one of the most iconic places for outdoor advertising in the world. Creative billboards have long characterized the Strip and remain an integral part of the culture on this famous boulevard – from the memorable rock ‘n’ roll billboards to the iconic Marlboro Man. These new projects build on this legacy and reinvent the idea of what a billboard can be. They use high quality and thoughtful design to enhance the unique relationship between the street, buildings, and the advertising installation. They will increase the visibility of West Hollywood’s Sunset Strip as a preeminent location for advertising and entertainment. These innovative new installations will demand thoughtful and bespoke advertising content befitting of the legendary boulevard.
Advertising will not be the only thing on display. The Sunset Arts & Advertising Program also includes a digital art experience unlike any other. At the top of the hour and at sunset each day, the billboards up and down the Strip will display required coordinated digital art, creating an outdoor digital art experience. The City will handpick artists to create the artistic content for these novel digital canvases.
This new generation of signage will integrate art, advertising, and architecture to act as a catalyst for new and/or upgraded development, building renovations, facade remodels, historic preservation, and public spaces. Each will reflect the City’s commitment to sustainability, with requirement for clean power and designs that can adapt to changing technology to create lasting value.
Finally, a crucial aspect of the Program is that the new billboards are designed and regulated to be good neighbors. Strict controls on illumination and requirements for best-in-class technology will curb excessive brightness and distractions, protecting the Strip’s pedestrians, drivers, businesses, visitors, and surrounding neighborhoods. A digital arts and advertisement project of this scope and scale is unprecedented and the caliber and innovation of many of the proposed billboards are truly impressive. The top-scoring projects will set a standard for innovative and architecturally-integrated signage that will solidify the Sunset Strip as one of the world’s premier locations where art, culture, and advertising collide.
For more information please contact: Bryan Eck City of West Hollywood Sunset Arts & Advertising Program Manager 8300 Santa Monica Boulevard [email protected] West Hollywood, CA 90069 2 (323) 848-6858 3 PROJECT BACKGROUND & SELECTION PROCESS PUBLIC BENEFITS
A significant aspect of the updated Sunset Arts & Advertising Program is the expected public benefit that any approved advertising signage project would bring to the Sunset Strip and the City of West Hollywood. The proceeding pages profile the design aspects and project features of each of the 21 new projects. This section provides an overview of the aggregate benefits from the overall program. If approved, the top-scoring projects would bring the following public benefits to the City:
Building Improvements In order to qualify, projects either needed to propose significant building renovations, make substantial upgrades to their facades, and/or undergo required seismic building upgrades. Fourteen (14) of the projects will include varying degrees of building upgrades On April 1, 2019, the West Hollywood City Council adopted an update to off-site advertising that will enhance the Sunset Strip and breathe new life into these buildings. Three (3) signage policy for Sunset Boulevard. The goal was to ensure new high-quality signage ground-up new development projects are proposed with the program and mark a major projects that are highly creative, contextual for Sunset Boulevard, and sensitive to investment for Sunset Boulevard. Along with the signage component, these would require adjacent land uses. The update – The Sunset Arts & Advertising Program - created new the review and approval of the West Hollywood City Council. opportunities for digital off-site advertising signage and billboards along Sunset Boulevard. As requested by the City Council, all potential projects must be screened for design excellence before filing an official application with the City.
Concluding on November 4, 2019, hopeful applicants were allowed to submit screening applications to the City. In total 43 applications were received by the City. The City Manager selected a representational group of experts from the fields of architecture, urban design, advertising, digital sign technology, arts, media, historic preservation to evaluate the proposals. The Design Excellence Review Committee began its review in December 2019 and concluded in May 2020.
Each screening application was independently reviewed and scored based on 33 specific criteria related to design quality, economic development, public benefit, sustainability, and adaptable design, which were formulated based on the policy’s adopted design principles. Once the Design Excellence Committee members finished scoring, the seven committee member scores for each application were averaged and then sorted from highest to lowest. The top-scoring projects across the submitted categories are shown in the proceeding pages.
While this only represents the first step in these projects becoming reality – each will require review by the Planning Commission and approval by the City Council – it marks an exciting moment for the iconic Sunset Strip. A project of this scope and scale is unprecedented and the caliber and innovation of many of the proposals received are truly impressive. The competitive process inspired project applicants to meet the demanding objectives of the program and elevate the level of creativity and quality of design that were submitted across all applications. 4 5 PUBLIC BENEFITS (cont.)
Public Space Improvements Arts Programming & Civic Announcements
These projects include new and improved enhancements to the public realm, including Each project will contribute to a new digital arts program. The digital signs will dedicate a new outdoor public gathering space as part of the Sunset Urban Theater, landscaping 17.5% of operational time (91,980 minutes per year) to art and/or civic announcements. improvements at the Comedy Store, new parklets, and new seating. These will provide Each new sign shall include a monetary contribution that will include funding for City’s beautification, places to gather, and views to the public art and advertising projects. arts programming, such as curator and artist fees. The West Hollywood Arts and Cultural Affairs Commission will review and approve the arts program, in accordance with the Commission’s established guidelines for public art programming. This coordinated
2 program will create an outdoor digital arts experience along the entirety of the Sunset Strip with art display at the top of every hour and at other set times – such as at sunset each
9 day and during coordinated events. Two of the sign projects have proposed an integrated 5 10 3 artwork into their design, including work by such artists as Alex Israel and Refik Anadol.
4 7 3 1 8
6 1 - Digital Off-Site Display 2 - Static Off-Site Display 3 - Public Art Mural 4 - Urban Terrace 5 - Urban Theater 6 - Western Retail 7 - Eastern Retail 8 - Public Access : Sunset 9- Public Access with glass elevator 10 - Solar Panel Array
Historic & Cultural PreservationSunset Urban Theater | Off-site Advertising Signage Program
Five (5) buildings have been directly selected to become designated as city cultural resources as part of the program. Another 5 have taken part in the program and will use advertising revenue for the ongoing maintenance and upgrades to historic and culturally- significant buildings. This includes the iconic venues such as the Whiskey, Roxy, Rainbow, and Comedy Store. Others include Gil Turner’s (9101 Sunset), The Beauty Pavilion (8760 Sunset), Constance Bennett Building (8743 Sunset), Burman Furs Building (9069 Sunset), 9157 Sunset, and Piazza del Sol (8439 Sunset).
Revenue Sharing with the City
Each project is a partnership with the City of West Hollywood and will include a revenue- sharing component. Additional funding is required for arts curation and improvements to the public realm. A digital sign can bring in significantly higher revenue compared to a typical static billboard and, if approved, these projects can bring in tens of millions of annual revenue to the City.
6 7 SUNSET ARTS & ADVERTISING CONCEPT AWARD LOCATIONS
TOP-SCORING DITIGAL SIGNAGE PROJECTS
3 9157 Sunset - Streamlined Arbor 4 9101 Sunset - Hand & Phone (Love Wins) 5 9015 Sunset - The Rainbow 7 8901 Sunset - The Whisky 9 8830 Sunset - Sunset Urban Theater 21 10 8760 Sunset - Mutato Muzika 12 8743 Sunset - Invisible Frame 20 13 8730 Sunset - The Sunset Worl 16 8501 Sunset - Suncienega Revivial 17 8497 Sunset - The Now 19 8433 Sunset - The Comedy Store 19 20 8301 Sunset - The Source 18 21 8240 Sunset - The Harper 17 16 15
14
12 13 10 11 2 3 4 5 6 7 8 9 STATIC SIGNAGE PROJECTS 1 1 9200 Sunset 2 9169 Sunset - The House on Sunset 6 9009 Sunset - The Roxy 8 8847 Sunset* 11 8752 Sunset - The Eveleigh* 14 8590 Sunset - The Sunset* 15 8539 Sunset* 18 8439 Sunset - Piazza del Sol* LEGEND *featured on pages 38-39 # of projects & type of submission
Digital Static 5 Cultural Resource 4 Creative Non-Digital 4 New Development/Major Remodel 4 Other Static 4 Alternative 8 9 1 9200 Sunset
ARCHITECTURE & DESIGN STANDARDVISION
MEDIA COMPANY OUTFRONT MEDIA
DESCRIPTION PROJECT FEATURES This sign is conceived as an iconic and The Sunset Strip is rife with supergraphics expressive sculpture. Its form is fluid, and boards on sticks, and this design drawing upon the neighboring streets wants to assert itself as a new landmark and constant movement along Sunset that pays homage to the Strip’s legacy PROJECT PROFILES Boulevard in a coiling, looping gesture of iconic signage. The design creates a (Shown west to east) that nestles two oval-shaped non-digital unique gateway at the west end and canvases in a continuous stainless-steel ensures that travelers know when they band. These two non-traditional sized have entered West Hollywood. The design signs are designed to be in constant is inspired by the sloping curves of the narrative with each other creating a sort hillside streets above Sunset Boulevard. of sibling relationship in order to allow A westbound approach to the site leaves for unique narrative combinations within the signage hidden from view until the creative ad content and public art. driver turns the corner and the sculpture is revealed, creating a moment of visual surprise and discovery, serving as an essential gateway to the Sunset Strip.
10 11 2 THE HOUSE ON SUNSET 9169 Sunset
THE HOUSE ON SUNSET
ARCHITECTURE & DESIGN ORANGE BARREL MEDIA
MEDIA COMPANY ORANGE BARREL MEDIA
DESCRIPTION PROJECT FEATURES
The proposed sign reinstates a historic The sign location, facing eastbound to gantry sign but abandons neon letters for traffic near the edge of Beverly Hills, also more environmentally friendly technology. contributes to the gateway as travelers This one-of-a-kind sign is composed of arrive into West Hollywood. Advertising internally illuminated static commercial revenue generated from the commercial content held off a gantry sign. The layered, content shown on the sign creates a viable mixed media assembly evolves the original business model that offsets the high cost of Berman Furs gantry sign into something preservation efforts and allows continued new and unexpected. A band of transparent operation without changes to the interior LED architectural lighting sits behind the of this historic building. The organic quality commercial content, displaying content of the new gantry and the innovative secondary to, and supportive of, the static campaigns brings surprise and delight to commercial content on the non-digital pedestrians and travelers. The flexibility billboard. The mixed-media gantry sign of the gantry sign also allows it to be proposed at The House on Sunset is highly engaged in events hosted at The House on customizable and will change with each Sunset as it becomes an exterior extension new advertising campaign. Internally of events in the interior. The building’s illuminated commercial content mounted facade can serve a canvas for projected to the face of the gantry will be unique imagery in conjunction with permitted to each campaign. special events (as shown in each rendering).
12 13 3 STREAMLINED ARBOR 9157 Sunset
STREAMLINED ARBOR
ARCHITECTURE & DESIGN OFFICE UNTITLED
MEDIA COMPANY BIG OUTDOOR
DESCRIPTION PROJECT FEATURES The proposed signage at 9157 Sunset Through careful consideration of the seeks to advance Sunset Boulevard’s Streamline Moderne style in which the reputation as a world-class destination 9157 Sunset building was constructed, for creative billboards. By elevating the “Streamlined Arbor” provides a poetic existing building’s historic character and abstraction of the leafy, shady recess modernizing its utility, the transformation underneath a welcoming tree combined from a static to digital billboard will allow with the machine-like modern the project to readdress the billboard’s technological references. The existing relationship to the historic Sentney Building building will conserve reverence for its in a more compelling and meaningful way. original character, and is strengthened Replacing the dated and visually by a modern interpretation of its stylistic incompatible steel structure, the design of references. “Streamlined Arbor” provides the new sign celebrates the significance a unique yet elevated formal composition of the existing building by respecting its at the Western boundary of the Sunset aesthetic achievements and artfully pairing Strip; a fitting design at the gateway old with new. Through careful consideration that symbolizes West Hollywood’s rich of the Sentney Building’s Streamline history and cultural significance while Moderne design, the sign’s armature celebrating one of the city’s most defining synthesizes the natural forms of large, characteristics of its long-standing support shaded tree canopies surrounding the of creative expression. Pairing natural project into a more fluid interpretation. form and machine technology, the project The result is a “Streamlined Arbor,” establishes a unique and poetic moment at intentionally restrained and simultaneously the Western boundary of the Sunset Strip. Modern and Moderne.
14 15 4 9101 Sunset
HAND & PHONE (LOVE WINS)
ARCHITECTURE & DESIGN ALEX ISRAEL IAN DICKENSON (LOHA)
MEDIA COMPANY iKAHAN MEDIA
DESCRIPTION PROJECT FEATURES
The Love Wins sculpture is a signal of The Love Wins sculpture is a creative the community West Hollywood has innovation designed to be contextually stewarded. This new landmark is meant astute and enhance the Sunset Strip to be a first: the first digital advertising pedestrian experience. It will be a signal structure imagined specifically for cultural of the community West Hollywood has relevance and homage to the history stewarded and will provide a honing light of its residing place. In order to achieve for those around the world. The phone these heady aims, artist Alex Israel took a screen is the digital billboard component concept so ubiquitous it is rarely thought in which advertisements will be displayed about: the phone in our hand. The phone along with civic discourse and local art that screen is the digital billboard component will consistently mix the critical strands in which advertisements will be displayed. of West Hollywood DNA into a display This active design of a phone being held of content that shows how humanity is out in a unifying gesture of moment progressing forward while maintaining the capturing is a direct representation of values that matter most. current pop-culture but also emblematic of the Sunset Strip’s longtime focus on artistic expression.
16 17 5 6 9015 Sunset 9009 Sunset
THE RAINBOW THE ROXY
ARCHITECTURE & DESIGN ARCHITECTURE & DESIGN HUNT DESIGN HUNT DESIGN RCDF STUDIOS RCDF STUDIOS
MEDIA COMPANY MEDIA COMPANY ACE ACE
DESCRIPTION PROJECT FEATURES DESCRIPTION PROJECT FEATURES The Roxy’s proposal eliminates present The project at The Rainbow Bar and Grill In addition to a preserved and rehabilitated A pocket park combines organic shapes, off-site signage in return for one 16-foot revitalizes an existing sign to create a Cultural Resource, an expanded sidewalk benches and drought-tolerant plants by 50-foot sign. The sign has a clean, sleek modern digital signage experience. The or parklet joins the new sign to give to create an inviting contrast to the design and is slanted in such a way that new sign maximizes every part of the people a gathering space and invigorate surrounding dense urban environment. no existing views from the street, from any structure from the top to the base. The a vibrant pedestrian life on the Sunset It also features a trellis wall over which direction, will be obscured. This reallocation cyllindrical column supporting the sign will Strip. Light projected through decorative vines will grow. Not only does this provide of existing advertisement space from be an engaging experience. An internally stencil shapes—called “gobo lighting”— will additional green space, but it helps multiple focal points to just one focal point illuminated LED display will glow through illuminate the sidewalk near the sign to camouflage what is presently a plain dramatically reduces visual clutter on and a perforated metal shroud, and it’ll display define the space and activate the ground brown windowless wall on the side of the around the structure. The new sign also some of the Strip’s most iconic faces. The plane—without taking up space or adding building east of The Roxy Theatre. The brings a visual element to a blank, concrete base of the structure will be the bottom clutter. Various images and colors can be cumulative effect of the park’s landscape is wall. This will bring alluring imagery to an of the cylindrical is backlit and will have projected for different seasons or events— a soothing escape from the bustling urban area that is presently devoid of interest. changeable displays that celebrate the for example, holiday visuals, images of environment of the Sunset Strip. The pocket A pocket park will be located at the base Rainbow’s rich past through images and past rock ‘n’ roll icons associated with the park enhances the pedestrian experience at of the signpost. This will be a unique and stories of its most famous personalities. Rainbow, or images of current stars who are street level, even as it offers an escape from visually compelling green space in the Seating will also encircle this sign, inviting performing there. Its gorgeous, towering it. Passersby can sit and admire its lovely densely packed urban environment of the pedestrians to get up close to history. structure will contribute heartily to the green landscape, or take in the street scene Sunset Strip. visual spectacle of the Boulevard, whether in front of The Roxy. you’re coming from the east or the west.
18 19 7 THE WHISKEY 8901 Sunset
THE WHISKY
ARCHITECTURE & DESIGN HUNT DESIGN RCDF STUDIOS
MEDIA COMPANY ACE
DESCRIPTION PROJECT FEATURES
The revitalized sign at Whisky a Go Go will Whisky a Go Go is an iconic venue of the join two separate signage panels into a Sunset Strip. This project complements, clean, consolidated, graceful shape. The frames, and highlights the ornate facade of new sign takes the shape of a streamlined The Whiskey. The pavement leading from arrow pointing out over the Sunset Strip. the curb to the venue’s entrance will be Sunset Strip. The sign is sleek and simple to replaced with a decorative terrazzo “rug”— offer the eye respite from the surrounding visually suggesting a red-carpet space urban complexity. One of the two display and making the Whisky’s exterior feel just panels will be digitized to allow for dynamic even more special. The sign will add to an storytelling. The space surrounding the iconic Sunset Strip “look”—to be a beautiful, two panels will be a decorative frame, with streamlined shape, a beacon of vibrant the “nose” of the arrow (between the two color, and a storytelling space that adds a display panels) creating a valuable space for new visual layer to the Strip experience. As public art. The supporting structure will be such, the sign will help give vistors another mostly hidden, so the billboard will appear reason to enjoy the Strip on foot—and to float above the Whisky—creating a more stimulate more spontaneous foot traffic elegant, ethereal feel. between venues.
20 21 9 SUNSET URBAN THEATER 8830 Sunset
SUNSET URBAN THEATER
ARCHITECTURE & DESIGN P-A-T-T-E-R-N-S
MEDIA COMPANY POP OUTDOOR MEDIA
DESCRIPTION PROJECT FEATURES
This project seamlessly incorporates digital A large public mural located on Larrabee and static signage within a larger design Street is articulated across two separate scheme and social narrative. The off-site walls so asto give a sense of continuity and advertising digital signage is an embedded engage viewers in a different experience wide-format video screen that lives in the of public art. This surface of 1,250 square continuous ribbon media wall. A static sign feet becomes a perfect canvas for enjoying placed in vertical format and adjacent to contemporary art at the scale of the city. the green wall, concludes the technological Furthermore, it is also a perfect gateway tour-de-force of the surrounding Media- to welcome visitors the upper deck via a Green-Wall, while creating a beacon new elevator and a secondary staircase. which physically and visually connects the The project also features 5,000 square feet sidewalk with the viewing deck. The lighting of public open space including a Green components act as a programmable Roof-top Viewing Gallery. It will be free and installation, which echoes with shifting color accessible to the public. The space can hues the changing nature of the Digital be utilized in all manner of community Sign. All lighting as well as the digital and gatherings static media components are designed to minimize any undesirable impact and light spills-over into neighboring properties and adjacent buildings.
22 23 10 MUTATO MUZIKA 8760 Sunset
MUTATO MUZIKA
ARCHITECTURE & DESIGN MUTATO MUZIKA FORM BY HEIDI STANDARD VISION
MEDIA COMPANY STANDARDVISION
DESCRIPTION PROJECT FEATURES
Drawing their initial inspiration from The project utilizes the bold, iconoclastic the design of Mutato Muzika’s 1960’s visual characteristics of the building. modernist studio, the team behind Designs for exterior electronic art this project conceived circular bands of installations have been part of their plan digital media that appear to float above for years. This program presents an ideal the building like a stack of records. opportunity to revive and expand those The primary band houses a curving concepts beyond simple signage. The team media display that stretches across the behind this project envisions an interactive properties Sunset edge, wherein 1000 destination art space, serving not only as square feet of signage media will utilize an iconic stop on the WeHo tour, but as custom programming to afford views a potential “digital venue” for visual and from both East and Westbound travelers. performing arts - dance, music, film, video. The media’s effect is extended by various Hosting world-wide performance premieres accent lighting fixtures which feather, is just one way in which their vision for 8760 loop and sparkle to create subtly different Sunset could generate revenue and artistic illuminated textures that shift on each goodwill for the city of WeHo for years to ring. Part light sculpture, part sign, this come. design proposes a hybrid structure that re-introduces the project’s unique architecture in a new and exciting way.
24 25 12 THE FLOATINGINVISIBLE BILLBOARD FRAME 8743 Sunset
INVISIBLE FRAME
ARCHITECTURE & DESIGN OFFICE UNTITLED
MEDIA COMPANY NETFLIX
DESCRIPTION PROJECT FEATURES
Re-imagining the signage at 8743 Sunset, By retaining the project’s historic character, The Invisible Frame integrates information the design differentiates new from old as a backdrop to the historic Constance through an invisible frame. This approach Bennett building. The signage at 8743 builds off the idea that billboards and Sunset is designed to contribute to the signage shape how we experience the city, future of Sunset Boulevard by building and in turn, the design celebrates these connections through experience. Trading relationships by creating a subtle spectacle. large, sculptural forms for a more nuanced The Invisible Frame integrates technology approach, the design combines functional to create additional space for the city minimalism with the desire to create and its public art initiatives to showcase better experiences for people on the seasonal programs, new campaigns and street. Celebrating the open flow of both events. The signage at 8743 Sunset respects the public and people who access the site history by giving it space, and as a result, it daily, the “back” face of the billboard is models a new approach to how information as carefully considered as the main side and ideas can be shared in West Hollywood. oriented to Sunset. LEDs and cameras continue to the back face to create a cohesive “invisibility” to the sign’s frame. 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.
26 27 13 THE SUNSET WORL 8730 Sunset
THE SUNSET WORL
ARCHITECTURE & DESIGN ARROGANT STUDIOS FOUNDATIONS FOR FORM
MEDIA COMPANY PORTER24
DESCRIPTION PROJECT FEATURES The Sunset Worl draws its inspiration In addition to enhancing the Sunset Strip from a blooming flower – extending with an eye-catching and unique structure, skyward from its green axle and unfurling The Sunset Worl serves as a component of dramatically like two broad leaves. an innovative design plan for the Sunset Just as Sunset Boulevard gently flows Towers at 8730 Sunset Boulevard. The around Sunset Plaza, The Sunset Worl’s building will also be endowed with new illuminated panels contour to embrace architectural lighting along the Sunset street and pedestrian traffic alike. This Boulevard façade – not only enhancing the near-vertical format and asymmetrical modern look, but also drawing attention shape allows for unique content that to the improved landscape features and defies the rigid rectangular format of added greenery. This unique architectural a traditional billboard. The Sunset Worl feature, couples with modifications to both includes a landscaped portico running the landscape and lighting, will increase the length of the building and planter foot traffic and boost commerce all along beds buffering pedestrians from Sunset the area. The team also plans on identifying Boulevard traffic. The end result is a and connecting with promising and hungry versatile and unforgettable canvas – new artists to generate an array of vibrant capable of easily accommodating a wide content – refreshed and reimagined range of advertising applications every month. and messages.
28 29 16 SUNCIENEGA REVIVAL 8501 Sunset
SUNCIENEGA REVIVAL
ARCHITECTURE & DESIGN OFFICE UNTITLED
MEDIA COMPANY BIG OUTDOOR
DESCRIPTION PROJECT FEATURES
This project re-envisions the base building The revitalized building will engage the property and its existing billboard, public realm with a community space unifying them into an integrated gateway that opens onto the street. It will activate landmark at the intersection of Sunset a key Sunset locale by repurposing a and La Cienega. The proposed redesign building that has been vacant for over two is a ground-breaking blend of glass, steel, decades. The project provides pedestrian open spaces, and cutting-edge technology. interactivity, a public community space and The signature design element is the creative office space for the City. This site architectural illumination to create the will also be a beacon for the synchronized allusion of a building constructed from video arts events that the City plans for the light that blends with the LED signage. Strip. It creates a viewer experience corridor This effect makes the La Cienega gateway that didn’t exist before, utilizing the long a more vivid and innovative intersection view down La Cienega to broadcast that on the Sunset Strip. The project combines “something exciting is happening now!” building design, architectural lighting and digital billboard faces for long distance visibility from La Cienega. With the carefully angled digital display, the City’s billboard arts programming will be visible to viewers from multiple vantage points on the Strip.
30 31 17 THE NOW 8497 Sunset
THE NOW
ARCHITECTURE & DESIGN HODGETTS + FUNG REFIK ANADOL
MEDIA COMPANY ORANGE BARREL MEDIA
DESCRIPTION PROJECT FEATURES The project features a dynamic “media The Now’s concrete frame is peeled cube”—a gorgeously vivid apparition made and cut to allow internal programmatic of three seamlessly integrated LED panels. uses to flow onto the exterior facade into The panels dynamically cycle through a landscaped terraces. The terraces combine kaleidoscope of colorful visuals—original art lush landscaping with views of adjacent by Refik Anadol on two panels and 1,000 billboards to create indoor/outdoor spaces square feet of bespoke advertising facing south on the third. Anadol’s art periodically unique to Sunset Boulevard. The open occupies all three panels. The high visibility terraces invite pedestrian and vehicular and innovative display format of the media gaze and the views across the undulating cube give advertisers both the opportunity facade evolve as people move past or and the encouragement to invest in unique enter the building. The cascade of internal content for this site. The diverse elements programming onto terraces results in a in this structure—art, advertising, dynamic facade which combines advertising, an architectural form, and dense landscaping interactive digital art installation, social throughout—merge to create fluid, evolving activity, public space, and landscaping to experiences as you move around and through the building. create an iconic facade along the Sunset Strip.
32 33 19 20 8433 Sunset 8301 Sunset
THE COMEDY THE SOURCE STORE ARCHITECTURE & DESIGN ARCHITECTURE & DESIGN ERIC OWEN MOSS ARCHITECTS RCH STUDIOS SYMBLAZE, INC.
MEDIA COMPANY MEDIA COMPANY ORANGE BARREL MEDIA BIG OUTDOOR
DESCRIPTION PROJECT FEATURES DESCRIPTION PROJECT FEATURES
This project brings a new two-sided For nearly 50 years, The Comedy Store has The Source is a simple, minimalist design Sweetzer to Sunset is an important gateway digital marquee at the western end of The been a cultural institution on the Sunset that blends naturally into both the into the Sunset Strip. The structure and Comedy Store. With a nod to the tradition Strip, helping to define the very essence landscape upon which it is situated and sign will serve as a landmark that signals to of historical marquees and a deep respect of West Hollywood as a unique hub of the surrounding cityscape. To maximize vehicles and pedestrians the world-famous for the history of the venue, the digital creative activity and artistry. Proceeds building efficiency, signage exposure, and location they are entering. The project will Marquee combines digital and analog from commercial content hosted on public space, the project consolidates also include an outdoor public plaza to media to make a striking visual impact the Marquee will support the ongoing the existing collection of buildings into a revitalize the space as a pedestrian haven. on Sunset Boulevard while enhancing curation of creative content on the wall single, cohesive design incorporating: the It also contains a highly usable outdoor the pedestrian experience. The Marquee sign, transforming the sidewalk in front of sign itself forms 1,500 square feet of the and indoor space above the restaurant and draws on the history of striking signage the Store into an extension of the interior south- and east-facing façade of a 4-story plaza for events and pedestrians, events, at premier performance venues along performance space and allowing travelers a structure. The three-dimensional screens growth, and community. The architecture the Sunset Strip and beyond. Its size and glimpse into one of West Hollywood’s great wrap organically around the corner to form of the building and integrated sign sets proportions are carefully calibrated to institutions. The reimagined letterboard the south- and east-facing façade of the out to create a pos-tive and memorable resonate with the iconic language of The along Sunset Boulevard will enliven the sign structure, maximizing views going experience for visitors. The sign building Store. By adopting the language of classic already bustling pedestrian life in front of either west on Sunset Boulevard, or north will have at least one level of its four-level marquees and The Comedy Store’s own the venue with Comedy Store on Sweetzer Avenue. Both the building interior devoted to civic use, such as public iconic signage in the design, the lines blur curated content. façade and the sign panels share the art gallery space, meeting rooms, and/or between contemporary media and old- same surface. The sign’s unique shape and displays on the site which pay homage to time showmanship. multiplanar surface are also innovations for the legendary Sunset Strip. the Strip and beyond.
34 35 21 1 THE HARPER 8240 Sunset
THE HARPER
ARCHITECTURE & DESIGN AXIS/GFA STEVE KENT ARCHITECTS STANDARDVISION
MEDIA COMPANY Outfront
DESCRIPTION PROJECT FEATURES
The Harper contains a remarkable digital When driving West, a rooftop “Welcome” billboard display wrapping around the sign is proposed at the North East corner highly visible Southeast corner of Sunset of the building as a civic gesture and Boulevard and Harper Avenue and includes cultural gateway. The balcony edges and feathered accent fixtures designed as a curtainwall mullions serve as grid lines floating scrim. The concept responds to that subtly connect the design of light the rhythm and curvature of the new hotel/ and media elements with the material residential project being developed for and proportions of the building at an this site, announcing the design as a new elevated scale. Architecturally integrated landmark eastern gateway to the Sunset media walls at the ground floor level are Strip. In harmony with the sweeping visible from the building exterior and draw curve of the street and building, the pedestrian traffic into the sunken courtyard digital elements of the proposed signage and towards the buildings main entrance. merge to define the architectural concept. The ground floor art mural wall will create Through uncommon use of transparency an opportunity for ongoing curation of and separation, the digital display presents culturally relevant artwork and propome as both functional and innovative. With enhanced public engagement of the space. natural sensitivity to the surrounding community, light and media will be programmed to enhance the entire façade as a cohesive whole.
36 37 OTHER FEATURED STATIC PROJECTS
13 THE SUNSET 8590 Sunset 18 PIAZZA DEL SOL 8439 Sunset
ARCHITECTURE & DESIGN ARCHITECTURE & DESIGN JF( )AK MEDIA COMPANY Outfront MEDIA COMPANY ORANGE BARREL MEDIA
Cumulus, the eye-catching sign at The Sunset, The proposed sign sits atop the roof of the is a sign and frame structure that sits atop Piazza Del Sol with a similar placement to The Sunset’s western most building. Cumulus’ a sign originally located on the southwest commercial content is highly visible to those corner of the building. The sign’s square heading west along Sunset Boulevard. The format will create a unique character for frame takes the form of a cumulus cloud and the sign, differentiating it from neighboring integrates elements of the sky with the green, advertising displays. dense manifestations of nature found on the earth’s surface
Final Designs Pending 11 EVELEIGH 8752 Sunset 8 8847 Sunset ARCHITECTURE & DESIGN RCH STUDIO 14 8539 Sunset
MEDIA COMPANY ORANGE BARREL MEDIA
This project reimagines an existing freestanding sign at 8752 Sunset Boulevard. The two-sided, edge-to-edge internally illuminated screen is anchored to the support along its base and vertically on its southern edge, with distinctive areas of native planting material softening the transition from frame to content.
38 39 SELECTION COMMITTEE PROFILES
With the ambitious goals of the program the City of West Hollywood assembled an Rick Robinson Elizabeth Timme independent outside review panel of experts in the fields of architecture, media, arts, advertising, historic resource preservation who independently scored projects based. The Rick Robinson is a Partner and the Chief Elizabeth is a third generation architect Design Excellence Reviewers include: Strategy Officer at Billups. Billups is a born in Houston and raised in Los Angeles. tech-enabled media company with the Watching her parents build in remote largest US independent OOH (Out of locations and start a design school meant Frances Anderton Home) managed services group. Rick that Elizabeth grew to see the practice started in the OOH business in 1986 as a of architecture as a community-based Frances Anderton is host of DnA: Design He was also a founding member and local salesperson and has sold, planned or profession. Growing up in Texas where and Architecture, a weekly radio show President of StandardVision, a leading bought virtually all forms of traditional and land use planning and zoning is limited broadcast on KCRW NPR station in Los architectural media and design firm. David non-traditional OOH media over his 34-year and California where exclusionary zoning Angeles. For many years she produced began his career as an associate at the law career. His legacy of achievement stretches practices are historic, Elizabeth is excited by KCRW’s acclaimed current affairs shows, firm of Mitchell, Silberberg & Knupp. He across multiple disciplines including local the challenge of Los Angeles where rules To The Point, and Which Way, LA? She has completed his undergraduate education and national sales, media planning & are plentiful but often contradictory served as correspondent for the New York at Georgetown University and Oxford buying, product development, promotions, Elizabeth co-founded LA-Más because she Times and Dwell magazine. Her books University and holds a law degree from legislative testimony, creative, data science saw a need for a design approach to be include Grand Illusion: A Story of Ambition, Columbia University. applications and executive leadership. integrated early on in public projects and and its Limits, on LA’s Bunker Hill, based on Rick is also internationally recognized as civic planning. She believes designers can a studio she co-taught with Frank Gehry David Ehrlich one of the most versatile, influential and help create a unified vision, identify creative and partners at USC School of Architecture. passionate advocates in the OOH industry alternatives, and work in partnership with Honors include the Esther McCoy 2010 Ehrlich is the founder FinWater Advisors, today. and Adweek to Juxtapose, Art Voices communities. Elizabeth provides leadership Award for her work in educating the public LLC, a sports, entertainment and outdoor and PBS Television. Rick’s personal pursuits at LA-Más by ensuring all projects are about architecture and urbanism from media consulting firm specializing in the include local pro bono work for the arts as thoughtfully designed and critically engage USC School of Architecture’s Architectural creation of interactive media platforms. Board President and Advisor for systemic problems. Guild; she was SCI-Arc’s “Honored Guest” at Ehrlich’s primary business focus is a Art Share LA. its 2018 Main Event. Anderton was raised in national practice based on the creation, Bath, England, and studied architecture at launch and operation of urban outdoor Nels Youngborg the Bartlett at University College London. media districts. Taking the model created Manny Rodriguez in Denver for the Denver Theatre District Nels is a Senior Associate at Chattel, a Manny directs in all areas of television, historic preservation consulting firm David Agnew (the first public purpose urban sign district), Ehrlich has assisted cities–including West from late-night to daytime talk, reality, based in Los Angeles. The firm specializes David Agnew is a business executive, Hollwood–in developing their outdoor music/variety, comedy specials and series in applying the Secretary of the Interior’s consultant and lawyer to clients in the media assets. He is a national leader in this television. Winner of a Daytime Emmy and Standards for the Treatment of Historic entertainment, fine arts, architecture and area and an advocate for public-private Latin Grammy Award for Directing. Previous Properties (Secretary’s Standards) and hospitality industries. David is also co- partnerships that develop downtown cores to his directing career, he spent 20 years as interpreting federal, state, and local historic owner of Vinyl Moon, an innovative vinyl creatively through outdoor media. Ehrlich’s a camera operator, a recipient of 11 Emmy preservation law and regulations. Nels holds record subscription service. David has held past and present clients include the Denver nominations and winner of a Prime Time a Master of Science in Historic Preservation executive positions with some of the world’s Theatre District, of which he is the Executive Emmy Award. He has been a resident of from the University of Pennslyvania. largest media companies, including the Director, DreamHack – the world’s largest West Hollywood for 18 years, currently serves Walt Disney Company, where he served digital media festival, Superfly Presents, as Vice-President of the West Hollywood as President of the Disney Music Group, Anschutz Entertainment Group, and the West Residents Association and formally and Sony Music Entertainment, where Cities of Denver, Broomfield Colorado, Allen chaired and served on the West Hollywood he served as a business affairs executive. Texas and Independence Missouri. Public Facilities Commission. 40 41 AWARDEES
Signage, Media, and Advertising Companies • Ace • Pop! Outdoor Media • Big Outdoor • Porter 24 • Consumer Experience Group • Prismview/Samsung • Daktronics • Sensory Interactive • iKahan Media • StandardVision • Orange Barrel Media • SYMBLAZE, Inc. • OutFront Media • 3.0 Outdoor • Netflix • ~sedna
Architecture/Design Firms & Artists • Alex Israel • Office Untitled • AXIS/GFA Architecture + Design • P-A-T-T-E-R-N-S • Eric Owen Moss • RCDF Studio / Rogerio Carvalheiro • Hunt Design • RCH Studios • Lorcan O’Herlihy Architects [LOHA] • Refik Anadol • Mark Mothersbaugh/Mutato Muzika • Steven Kent Architecture • MITHUN | HODGETTS + FUNG
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