Tom Wiscombe Architecture's Sculptural Belltower Wins Competition for Sunset Strip Billboard Design

由专筑网Yumi，杨帆编译

Tom Wiscombe建筑事务所领导的团队成为日落大道广告牌设计大赛的获胜者，该竞赛让这些公司设计一个多维、动态的广告牌，“将创意和新颖带回到日落大道”。入围的方案来自 Gensler、TAIT Towers Inc和扎哈哈迪德的事务所，获胜的方案战胜了它们，名为“西好莱坞钟楼，”借鉴西方好莱坞独特的历史和与广告牌的关系，从二维图标到三维图标对象上建立了它的演变过程。

The team led by Tom Wiscombe Architecture has been selected as the winner of the Sunset Spectacular Billboard Competition, which tasked firms to design a multi-dimensional, kinetic billboard to “bring creativity and originality back to the Sunset Strip.”  Triumphing over finalist proposals from Gensler, TAIT Towers Inc. and Zaha Hadid Architects, the winning design, titled “West Hollywood Belltower,” draws from West Hollywood’s unique history and relationship with the billboard, and builds on its evolution from 2-dimensional sign to 3-dimensional icon-object.

Courtesy of Tom Wiscombe Architecture

Tom Wiscombe建筑事务所与制造商/运营商 Orange Barrel媒体、结构工程师Walter P Moore和现代美术馆（MOCA）合作，设想了一个方案，拒绝千篇一律的“张贴式”广告牌类型，取而代之的是“空间和互动”对街道景观的干预。钟楼的设计包括三面“花瓣”，能够拉开和旋转来创建一个可用的室内空间。不同于标准的广告牌只打算让人路过时看到，刚方案邀请行人充分使用广告牌周围的区域。以这种方式，在一定程度上，该结构的运转与根深蒂固的城市原型联系在一起，比如钟楼、时钟塔和方尖碑。

Partnering with builder/operator Orange Barrel Media, Structural Engineer Walter P Moore and the Museum of Contemporary Art (MoCA), Tom Wiscombe Architecture has envisioned a proposal that rejects the stereotypical “sign-on-a-stick” billboard typology in favor of a “spatial and interactive” intervention on the streetscape.  The design of the Belltower consists of three faceted “petals,” which have been pulled apart and rotated to create an occupiable interior. Unlike standard billboards that are intended to be seen only in passing, the Belltower invites pedestrians to occupy the area around and within the billboard. In this way, the structure operates in a manner associated with deep-rooted urban archetypes , such as bell-towers, clock-towers and obelisks.

Courtesy of Tom Wiscombe Architecture

Courtesy of Tom Wiscombe Architecture

在穿孔金属板的外表面上，使用了各种技术来显示广告牌的媒体内容：不规则形状的高清晰LED屏幕、视频投影和舞台照明。这些操作将允许钟楼为特定的内容类型提供显示，这将包括商业媒体的组合、音乐会和其他文化活动的反馈、来自西方好莱坞城市的品牌和新闻以及MoCA策划的视频艺术装置。

On the outer faces of the perforated metal planes, a variety of technologies have been employed to display the billboard’s media content: irregularly-shaped high-resolution LED screens, video projections and theatrical lighting. These options will allow the Belltower to cater the display to specific content types, which will include a combination of commercial media, feeds from concerts and other cultural events, branding and news from the City of West Hollywood, and video art installations curated by MoCA.
   

Courtesy of Tom Wiscombe Architecture

Courtesy of Tom Wiscombe Architecture

内部空间也是可定制的，并将允许游客控制其外观：“钟楼的内部空间是垂直的、身临其境的，并进一步激发公众的想象力。它包含一个雕塑对象，用互动和潮流的社会媒介编程，”建筑师解释说。“行人可以直接通过智能手机上的软件与它交流，改变从deep web中抽取出的光模式，或者‘推送’数据，改变雕塑上的媒体内容。”

The interior space will also be customizable, and will allow visitors to control its appearance:  “The interior space of the Belltower is vertical, immersive, and engages the public imagination. It contains a sculptural object that is programmed with interactive and trending social media,” explain the architects. “Pedestrians can interact with it directly via apps on their smartphones, altering patterns of light pulled from the deep web, or ‘pushing’ digitally altered media content onto it.”

Courtesy of Tom Wiscombe Architecture

Courtesy of Tom Wiscombe Architecture

在毗邻该结构的地方，设置了一个包含座位区的公共广场，该结构为其提供照明，耐旱的景观和灵活的空间可以进行户外集会等活动，广告牌与城市的其余部分相连通，为行人提供约会、休闲和娱乐的场地。

Adjacent to the structure, a public square containing seating areas, site lighting, drought-tolerant landscaping and flexible space for outdoor markets or events will connect the billboard to the rest of the city while providing pedestrians with a setting to meet, relax and play.

Courtesy of Tom Wiscombe Architecture

“最后，这个项目的意义是，它将同时存在于两个领域：日落大道的地方物理空间与社会媒体的全球数字空间。该项目可能是世界上最大的‘Instagrammable’广告牌，它将积极与世界分享西方好莱坞的独特性和创造性。”

“Ultimately, the significance of this project is that it will exist simultaneously in two realms: the local physical space of the Sunset Strip and the global digital space of social media. Potentially the most ‘Instagrammable’ billboard in the world, this project will actively share the uniqueness and creativity of West Hollywood with the world.”
   

Courtesy of Tom Wiscombe Architecture

Courtesy of Tom Wiscombe Architecture

Courtesy of Tom Wiscombe Architecture

Courtesy of Tom Wiscombe Architecture

出处：本文译自www.archdaily.com/，转载请注明出处。