In 2015, the city of West Hollywood launched a project to engage not just cars with outdoor billboard designs but also pedestrians, and work advertisements more seamlessly into the architecture of the city. The new concept challenges what a billboard can be, especially in a settling like Hollywood's Sunset Strip, which is known for its outdoor advertising.
Created by Los Angeles' Tom Wiscombe Architecture and Orange Barrel Media, Sunset Spectacular is a jagged, three-sided tower of steel with vertical digital screens. Unlike most billboards that people see from a distance, this one has an opening on the ground level so that pedestrians can enter and see a light and video show inside. The futuristic billboard project has the potential to change what advertising in the city means in the years to come.
Three-Sided Futuristic Billboards
Sunset Spectacular is an Outdoor Billboard to Engage Pedestrians
Trend Themes
1. Interactive Outdoor Advertising - With the rise of experiential marketing, creating immersive outdoor advertising experiences that engage customers on a deeper level creates an opportunity for disruptive innovation.
2. Mixed-use Architecture - Designing buildings and public spaces that blend advertising with other functional uses can offer a unique value proposition for companies and create new possibilities for architects and urban planners.
3. Vertical Digital Signage - Utilizing vertical digital screens for advertising presents new opportunities for brands to display content in a unique and dynamic way, which can make them standout in a crowded advertising space.
Industry Implications
1. Advertising - By reimagining traditional advertising formats through new technology and architecture, companies can create new ways to reach their target audience and differentiate themselves from competitors.
2. Architecture - The integration of advertising into architectural planning can create new opportunities for revenue and offer a unique value proposition for clients looking to make a statement with their building or public space.
3. Urban Planning - With the rise of smart cities and the need to integrate technology into public spaces in a way that adds value to citizens, creating mixed-use spaces that blend advertising, technology, and public services presents an opportunity for disruption in urban planning.