Vertical Landmark for Art and Creative Advertisement
2022

Technical Info

Project Name:
Hinge Portal
Satus:
Competition
Size:
5,767 ft²
Location:
West Hollywood, California
Client:
Private
Service:
Architecture, Installation
Team:
Marcelo Spina, Georgina Huljich, Johnathan Hamilton, Sanghyun Suh, Alejandro Loor
Consultant / Partner:
Nephew LA, New Tradition, Consumer Experience Group Animation: Sanghyun Suh
The Project
An alluring vertical landmark for art and creative advertisement in West Hollywood

An alluring vertical landmark for art and creative advertisement in West Hollywood

As the experience of Sunset Blvd transitions from the residential neighborhood of Beverly Hills to the lively realm of the Sunset Strip, Sunset Portal offers a vertical landmark that hinges on its corner to reinforce the change in experience at this dramatic entrance to West Hollywood. In the tradition of the rotating sign, it not only turns to orient toward passing traffic, but mechanically lifts from its building facade pedestal. This subtle turning and lifting suggests a rise in tempo that correlates to the new state of experience and visual engagement with the urban context after entering a pedestrian thoroughfare that is also known as a creative advertising destination.

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