Zaha Hadid Architects (ZHA) has lost out to Tom Wiscombe Architecture in the competition for a new high-tech advertising billboard on Sunset Boulevard in Los Angeles
ZHA, working with French advertising giant JCDecaux as well as Buro Happold, Levin-Morris Architects and Mia Lehrer + Associates, was up against three US teams.
The winning proposal by local firm Tom Wiscombe Architecture rotates a standard, double-sided billboard 90 degrees to create a new public shelter.
Backed by the City of West Hollywood, the competition sought proposals for a ‘technologically advanced, engaging, one-of-a-kind, billboard structure’ for the prestigious thoroughfare.
Tthe West Hollywood street, also known as the Sunset Strip, is famous for its large billboards promoting new films, and is considered one of the world’s most important outdoor advertising sites.
The new installation at 8775 Sunset Boulevard will feature a new multi-use public ‘square’ and is intended to influence emerging policy promoting innovative billboards along the street.
The full shortlist
- JCDecaux and Zaha Hadid Project Management
- Orange Barrel Media, Tom Wiscombe Architecture, MoCA
- Outfront Media, Gensler, MAK
- TAIT Towers