Crease
Inspired by the storied spirit of the Whisky a-Go-Go, this media enclosure is realized as a luminous, multi-faceted volume that hovers over Sunset Boulevard. Through precise engineering, the structure cantilevers over the historic roofline of the Whisky a Go-Go, ensuring the new never physically meets the old. This intentional separation fosters a dynamic tension, protecting the landmark’s fabric while framing a new era for the boulevard.
The design takes its cues from the art of the fold, utilizing a faceted geometry that transforms as the viewer moves around the site. While three faces of the structure are clad in a perforated skin to radiate light, the northern rear panels remain solid. This creates a rhythmic transition between the energy of the urban corridor and the stillness of the adjacent neighborhood. By containing the light spill, the structure becomes a sophisticated landmark—one defined as much by its brilliance as by its restraint.
Bridging the gap between the hand-painted heritage of the mid-century and the immersive digital landscape of the future, this enclosure reimagines the billboard as a work of architecture. By serving as a permanent canvas for the city’s Moving Image Media Art program, the project transcends traditional advertising to become a digital gallery in the public realm. It is a refined addition to a historic lineage—ensuring that the storied spirit of the Sunset Strip continues to glow as a global center for art and innovation.
We are thrilled to announce that our billboard has received top honors at the Rethinking the Future Awards, winning the Built Signage Design category.
Designed as a seamless blend of structural engineering and sculptural form, ‘Crease’ brings a distinct, modern luminosity to West Hollywood’s historic fabric. Thank you to the Rethinking the Future jury for recognizing this contribution to the public realm.
Discover the design intent and details on our Official Entry Page: https://awards.re-thinkingthefuture.com/whisky-a-go-go-billboard-rcdf-studio/
View the incredible global talent featured in the complete 2026 RTF Results: https://awards.re-thinkingthefuture.com/results-20th-rtf-awards-2026/
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