Reclaiming The LA Skyline, One Art Billboard At A Time.
Eco-LogicalART Presents “TAKING IT ALL OFF FOR… ART/4!”
Huge Public Art Work to be Unveiled Nov 14, 2009, at 7pm
Salvaging landfill destined PVC vinyl and reinventing it as renewable imagery, Peter Schulberg and Eco-LogicalART host “TAKING IT ALL OFF FOR… ART 4”. The “drive-by” art event will feature a dramatic curtain drop at 7pm on November 14, 2009 to reveal an original 14’ x 48’ work of art. Hand painted on recycled billboard vinyl, and installed directly above the gallery, the piece will be seen 35,000 times daily and a million times by month’s end. In addition to billboard an interior gallery show features an array of LA based artists creating dynamic new works with up-cycled media. The free public opening also features live painting, eco-art demonstrations, music, and more.
“Taking it All Off For… ART 4” is the latest “green” hybrid art show produced by Eco-LA founder Schulberg. Recent “Taking It Off” shows have drawn hundreds of spectators to the gallery’s mid-city location. With a little added street spice provided by the Kogi Taco truck, the pedestrian friendly indoor/outdoor events are being praised as inspiration to the community, as well as offering a practical and exciting way to reinvent materials and imagery. And the numbers speak volumes. With multi-billboard art shows in Los Angeles and recently across the Bay Area, Eco-LA exhibits have been seen 40 million times, and counting.
Working within the billboard paradigm, with ads relentlessly peppering the LA skyline, Schulberg is intrigued by using the displays as a potent public art delivery system. “Besides all of us in our cars, it’s a kid on a bike, a mother pushing her laundry cart or a senior peering out a bus window. I love that not regular museum goers, but everyday people, are catching sight of some pretty amazing imagery, and seeing art in a new way.”
The idea of using billboards as canvas came to Schulberg in 2005 after a ‘dead’ vinyl was tossed down from the roof of the gallery. Too good—and big to go to waste, he started stretching the material. Artists were drawn to the gallery for the chance to paint on this new surface and the pieces were hung on the exterior of the gallery. While a temporary “drive-by” art experiment at first, the quirky concept has become real. To date over $45,000 of art on recycled billboard has been sold. As an additional eco-bonus over two tons and 20,000 square feet PVC vinyl has been diverted from landfills.
For Schulberg, that success and the street response to the “Taking It All Off For ART” series only encourages him to want to go bigger. His sights are now set to beyond the LA skyline. “Fifty original billboard artworks, marching state by state over a year across the country. Los Angeles to New York. How cool would that be?”
PREMIERE: NOVEMBER 14, 2009 from 6-10pm. Billboard curtain drop at 7pm.
LOCATION: Eco-LogicalART Gallery, 4829 West Pico Blvd, Los Angeles, CA 90019 (just east of La Brea)
SHOW RUN: Nov. 14-December 5, 2009. Gallery Hours: Wed-Saturday, 11 am to 6pm, or by appt.
INFO: www.eco-logicalart.org EMAIL: firstname.lastname@example.org CONTACT: 310.525.0676.