The signage at 9157 Sunset seeks to advance Sunset Boulevard’s reputation as a world-class destination for creative billboards. By elevating the existing building’s historic character and modernizing its utility, the transformation from a static to digital billboard will allow the project to readdress the billboard’s relationship to the historic Sentney Building in a more compelling and meaningful way. 

Replacing the dated and visually incompatible steel structure, the design of the new sign celebrates the significance of the existing building by respecting its aesthetic achievements and artfully pairing old with new. Through careful consideration of the Sentney Building’s Streamline Moderne design, the sign’s armature synthesizes the natural forms of large, shaded tree canopies surrounding the project into a more fluid interpretation.

The result is a “Streamlined Arbor,” intentionally restrained and simultaneously Modern and Moderne. Pairing natural form and machine technology, the project establishes a unique and poetic moment at the Western boundary of the Sunset Strip.

Working with groups such as West Hollywood Moving Image Media Art Program (MIMA), the billboard will not only promote advertisements, but serve as an opportunity for local digital artists to showcase their work and truly honor the “Creative City”.