Saturday, March 26, 2011
A pair of new Los Angeles skyscrapers could dramatically alter the lights of downtown, reigniting the city's long-running fight over outdoor advertising.
If developers of the proposed billion-dollar Wilshire Grand project have their way, such colorful images as stars, butterflies and waterfalls would fade in and out along the upper floors of both their planned 45-story hotel and their 65-floor office tower, thanks to thousands of tiny lights embedded in the buildings' surface.
Both skyscrapers would see their lowest 10 floors emblazoned with an array of commercial images, from flashing digital signs to streaming "news ribbons."
Supporters say the plan, modeled after similar technology on the Chanel building in Tokyo and the Cira Centre in Philadelphia, would bring energy and vibrancy to a stretch of downtown — the Figueroa Corridor — that already is being remade by the L.A. Live complex a few blocks to the south.