Exploring advertising billboards as inspiration, the graphic billboard as a metaphor pays tribute to the tech client as the pioneering force in online advertising. American idioms were used to illustrate phrases such as “When Life Gives you Lemons” and “What you see is what you get” into whimsical collages throughout the building. 770 individual artwork panels were produced and curated into 30 installations.
Materiality, layering and transparency were studied in order to develop distinct visual compositions, then curated with architectural design elements. Art was direct printed onto Plywood and OSB in order to provide an honest and raw beauty in billboard construction materials then finished with paint dipped fields of color. Juxtaposing a delicate fabric canvas provides the structures with transparency, alluding to how aged billboards are often missing panels. Feature movable locations are easily rearranged to encourage manipulation of compositions.