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Commuters treated to 'drive-by' art |
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Written by Paul Chavez, asap
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Tuesday, 24 April 2007 |
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Art gallery owner Peter Schulberg heard a loud thump while sitting at his desk three years ago and thought someone had jumped off his building.
He went outside and came across workers standing around a bundle of rolled vinyl they had just removed from the billboard above his gallery.
Schulberg asked them what they do with the vinyl. It gets thrown out, they replied.
“A light bulb went off in my head,” Schulberg said. “The idea of using them as canvases came after that, but initially it was just that this was a huge amount of material that was weekly going into landfills.”
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BILLBOARD ART
Schulberg sliced up the billboard vinyl and stretched it out as oversized canvases. Artists painted large-scale paintings and the results were placed high outside his gallery. Thankfully (and surprisingly), Schulberg said graffiti vandals have not yet tagged any of the outdoor paintings.
The next step was to take recycled billboard vinyl and actually put them back up on billboards, with original art replacing the commercial messages. So that’s exactly what Schulberg did.
“I think it’s a really interesting intersection of billboards as what they do, which is just convey information immediately, and then having this more subtle aspect that will hopefully rise to the surface,” Schulberg said. “It’s a way for people who are intimidated by art galleries to look at this stuff and that’s the way public art should be.”
Schulberg this past weekend launched his “Off The Wall 3” exhibition through his Eco-Logical Art Gallery. There are four artistic billboards now up throughout Los Angeles, with a fifth installation in the works.
It’s estimated that more than 7 million people will see the artwork until the billboards are removed in several weeks. The billboards — which are rented for $30,000 to $40,000 a month — were donated by CBS Outdoor and Van Wagner Outdoor, and the project was supported by the Vinyl Institute and Californians Against Waste.
Take a look at this asap video report to learn more.
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SEE IT ONLINE
Eco-Logical Art: www.eco-logicalart.org
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Paul Chavez is an asap reporter based in Los Angeles. | Only registered users can write comments.
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