Transforming Cluttered Commercial Environments Into Open Breathable Spaces

Artist Stephen Glassman is tilting at windmills billboards.

His vision for a living, breathing non-commercial space suspended above Los Angeles traffic is taking shape thanks to help from OOH Advertising company Summit Media.

There’s also a Kickstarter campaign which seeks to raise $100,000 to structurally retrofit the first prototype billboard, secure licenses, permits, and insurance, and pay for cranes to help install everything. According to Good, Glassman hopes to spread the idea across the globe so his team is also producing “a system ‘kit’ that enables any standard billboard to be easily transformed to a green, linked, urban forest.”

It occurs to me how this project could easily and appropriately be brand-sponsored, but I wonder if the artist is open to that idea. It would need to be tastefully done, but I can see a small message tucked into the corner of this installment that says something like “Breathe of fresh air courtesy of Method.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.