The visual identity of West Hollywood’s Sunset Strip has been synonymous with billboard advertising since the 1960s. Over time, different eras have been displayed through the advertising; from the rock bands and cigarette brands of the 60s and 70s, to the highly commercialised signage of today. As part of an initiative to probe the value of this signage as both an identifier and a valuable public asset, The City of West Hollywood (WeHo) launched The Sunset Strip Spectacular Pilot Creative Off-Site Advertising Sign Competition.
The competition sought a multi-dimensional, kinetic billboard “spectacular,” and attracted firms from advertising, marketing, design, architecture and engineering backgrounds. A pool of nine entrants has been narrowed down to four finalists: JCDecaux/Zaha Hadid Project Management Limited; Orange Barrel Media/Tom Wiscombe Architecture/MoC; Outfront Media/Gensler/MAK; and TAIT Towers Inc. Following public presentations in May, the proposals are now visible to the public before the jury make their recommendation later this month.