‘This is exciting for artists’: is this project the future of billboards?

An ambitious interactive structure in West Hollywood is the first part of a new initiative set to bridge outdoor advertising and public artIn 1967, Elektra Records took a risk by purchasing a large hand-painted billboard on West Hollywood’s Sunset Boulevard to promote a new album by The Doors, an up-and-coming local band in residency at Whiskey a Go Go, a nearby nightclub. It would ignite a golden era of advertising on the 1.5-mile stretch known as Sunset Strip, where large-format signage