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Three-Sided Futuristic Billboards

Sunset Spectacular is an Outdoor Billboard to Engage Pedestrians

— June 5, 2021 — Marketing
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.
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.
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