Rainbow + Roxy Billlboards
Celebrating the vibrant history of both the Roxy Theater and the Rainbow Bar and Grill, our billboard proposals bookend and bring into focus these cultural mainstays of Sunset Boulevard. Our installations are inspired by the colossal icons that frequented both locations from Judy Garland, Marilyn Monroe, and Elvis Presley to Alice Cooper, Miles Davis, and John Lennon. Our design challenge was to reflect the seismic and endless list of talent roster that have and do perform there including Dolly Parton, Prince, Aretha Franklin, Elton John, Linda Ronstadt, Bruce Springsteen, Eurythmics, Frank Zappa, The Sex Pistols, Neil Diamond, Machine Gun Kelly, Limp Bizkit, and Third Eye Bind. Our new semi-public courtyard, situated between the two iconic venues, creates a fluid space where fans may gather to interact with rock and roll memorabilia or enjoy a meal or drink at arguably the most legendary hot spots in music history.
The billboards will feature two in-sequence static faces when heading east and a different digital face when heading west on LA’s renowned Sunset Boulevard. Our Roxy Billboard proposal incorporates some uniform cladding to our Whisky Billboard proposal, to unite all three billboards in a collective gesture to punctuate the Sunset Strip skyline with these archetypal locations inside one city block. Our Roxy Billboard will be made of white, perforated aluminum panels that carefully expose colorful light tubes. The perforations will vary in size and alignment with existing architectural features on the Roxy Theater. In contrast, our Rainbow Billboard proposal is simplified to provide structural support that compliments the iconic Rainbow and neon Roxy ‘lollipop’ signs, both indigenous to Southern California history.
Our proposal has been selected as part of the Sunset Arts and Advertising Program that rethinks billboards, building renovations, and development of public spaces along Sunset Boulevard for a 21st Century skyline. Developed by the West Hollywood Arts and Cultural Affairs Commission, each new digital billboard will contribute to the evolving digital arts program by dedicating 17.3% or 1,533 hours per year of its operational time to digital art.