Illuminating the Sunset Boulevard Nightscape
A new 3D anamorphic digital billboard, a first for Sunset Boulevard, has been installed at the intersection of La Cienega and Sunset in West Hollywood, California. The billboard, co-owned by OBM and The Now, is operated by OBM with consulting services provided by Consumer Experience Group (CEG).
The billboard, spanning 2,500 square feet, is a cube-like LED video project, featuring multiple displays arranged in a corner cube shape. This innovative setup creates dynamic, visually striking content that seamlessly integrates with the urban environment. The main face of the display measures approximately 19x110 feet with a 90-degree corner.
One of the key features of the billboard is its anamorphic 3D effect, which creates the illusion of depth and three-dimensionality from certain angles, enhancing viewer engagement. This unique feature is expected to generate over 2 million weekly impressions, making it a highly visible location, especially since it's located at the busiest intersection on Sunset.
Studies were conducted to ensure the underside of the billboard is visible from all appropriate viewing angles. The underside displays, another notable feature, are louver-less, a rare industry feature, providing crisp, clear imagery with a 6mm pixel spacing.
The billboard offers endless possibilities for creating immersive experiences with 3D motion media. It provides an opportunity for artists and advertisers to explore the use of 3D motion media on this innovative technology. The content mix includes a focus on video art, animation, and photography, with collaborations with Los Angeles-based artists.
The billboard is set to go live in April 2025, activating the public realm with memorable ad campaigns and impactful curated art projects. This installation represents a breakthrough in outdoor digital advertising by combining cutting-edge LED technology with creative content design to transform signage into an immersive sensory experience.
[1] Daktronics Press Release, "Daktronics Installs First 3D Anamorphic Digital Billboard on The Strip in West Hollywood, CA", [link], accessed 10 March 2023.
[2] The Now Press Release, "The Now and Orange Barrel Media Unveil Innovative 3D Anamorphic Digital Billboard on Sunset Boulevard", [link], accessed 10 March 2023.
- The billboard's unique features include an integrated home-and-garden design, as the underside displays provide crisp, clear imagery, making it perfect for showcasing lifestyle images.
- With its innovative technology, such as the anamorphic 3D effect and a focus on video art, animation, and photography, this outdoor-living digital billboard is set to revolutionize the gadget world, showcasing the latest in tech and art collaborations.
- The billboard's dynamic content, seamlessly integrating with the urban environment, is expected to influence the home-and-garden and lifestyle industries, exerting a major impact on the way we perceive advertising and art in the 21st century.
