Are you an architect seeking a growth sector? How about billboards? A trailblazing firm in this field is Lorcan O'Herlihy Architects (LOHA), who recently designed a new 68-foot-tall sign at Sunset and La Cienega on the Sunset Strip for the City of West Hollywood and Ace Advertising. Instead of the usual featureless, boxy armature, LOHA has designed a blue, wishbone-shaped, steel structure that one could even call (gasp) sexy. Its meandering, tubular shape also brings to mind snaking traffic in the area. The structure's torque was achieved using massive gas pipeline bending machines. "Infrastructure doesn't have to be marginalized," O'Herlihy said. "Why not glorify the structure?" The firm is now planning two more signs in the billboard-heavy area, at 8462 Sunset and 9015 Sunset. One tall and thin sign folds like origami and incorporates seating into its bottom-most curve; the other bends back forcefully as if trying to escape from the street. Coincidentally LOHA is collaborating with SOM on a large mixed-use project (containing residential, hotel, and retail) just across the street from their new billboard, Sunset-La Cienega. Between the signs and the buildings, we've considered nicknaming the area Lorcan-ville.