A new project on the Sunset Strip attempts to elevate the billboard to something more than simply being an advertising executive's best friend
The billboard has a deep connection to the city of Los Angeles, beckoning to motorists as they cruise down the city's boulevards and freeways. The design and function of the billboard have changed very little, with the addition of digital screens being the only development in decades. Large, bright and bold, they are meant to attract the attention of those speeding by with their clear, straightforward messages that can be easily grasped in an instant. But a new project on the Sunset Strip aims to reimagine the billboard as something more.