Tom Wiscombe Architecture (TWA) has been selected as the winner for The Sunset Strip Spectacular Pilot Creative Off-Site Advertising Sign Request for Proposals (RFP) competition for a site located at 8775 Sunset Boulevard in West Hollywood, California.

The firm’s proposal, a partnership with Orange Barrel Media and Los Angeles’s Museum of Contemporary Art (MoCA) beats out submissions by JCDecaux and Zaha Hadid Project Management Ltd.; Outfront Media, Gensler and the MAK Center; and Tait Towers Inc.

The RFP comes as the city of West Hollywood, California seeks to modernize the ubiquitous billboards that dot Sunset Strip, a 1.5-mile stretch of Sunset Boulevard that cuts across the city’s northwestern edge, for the 21st century. The municipality’s RFP called on designers to“ design a technologically advanced, engaging, one-of-a-kind, billboard structure” while also inspiring “a 21st-century vision with contemporary digital and interactive technologies, media, and multi-dimensional graphic design.”

View of West Hollywood Belltower proposal for the Sunset Strip. (Courtesy Tom Wiscombe Architecture)

View of West Hollywood Belltower proposal for the Sunset Strip. (Courtesy Tom Wiscombe Architecture)

TWA’s proposal seeks to reinvent the billboard as a typology overall, replacing its static, image-based, and automobile-centric qualities with digitally-driven and public space-making approaches. The scheme takes the typical double-sided billboard and rotates it 90-degrees so that the short edge of the sign rests on the ground. The two planes are then bent and folded into a configuration that allows for human occupation, with the whole assembly located in a public plaza.

Wiscombe described the project via email to The Architect’s Newspaper, saying, “Just a few months ago Elton John and Lady Gaga did a pop-up duet right nearby our site, in support of his AIDS Foundation. I like to think of our Belltower as a contemporary catalyst and venue for civic engagement like that. We are also committed to making it into a kind of digital testing ground for artists, who will be curated by our partner MoCA. They will essentially be able to take it over for periods of time. I think that fusing together the worlds of art and commerce will give the project life, and force us out of our habitual modes of consuming media.”

Related Stories