The Invisible Frame is designed to shape the future of Sunset Boulevard by creating meaningful connections through experience. As environmental graphics and signage evolve, new technologies enable visitors and locals to engage with information in new and innovative ways. Breaking away from oversized, static visuals, this reimagined billboard focuses on streamlined functionality, creating a more engaging experience for passersby.

Drawing inspiration from the 1930s and the character of the Constance Bennett Building, the project complements the structure with a floating billboard design. Clad in reflective material, the billboard creates the illusion of images appearing in the sky without a traditional frame or border. This innovative approach redefines signage in West Hollywood, enhancing its value and visibility. By reflecting the historic role of billboards along Sunset Boulevard, the design skillfully distinguishes the new from the old, celebrating the evolving relationship between signage and the urban experience.

In addition to advertising, the billboard offers a new type of space for public art initiatives. Working with groups such as West Hollywood Moving Image Media Art Program (MIMA), the billboard will serve as an opportunity for local digital artists to showcase seasonal programs, new campaigns and simultaneous billboard events along the historic boulevard. Using this technology as modern canvas, artists will be able to play with floating subjects that seamlessly integrate into the skyline behind.

The Invisible Frame respects history by giving it space, modeling a new approach to how information, art, and ideas can be experienced.