…could your city do with its existing structures, surfaces and systems?
There is a vast amount of untapped potential hidden within the structures, surfaces and systems of the city.
For the most part, cities measure the functionality of billboards with a very short equation:
Given the amount of material, resources and engineering acumen they possess, that equation shortchanges not only the capabilities of the billboard, but the potential the billboard could bring to the city beyond advertising revenue.
What if we sought to extend the equation:
Instead of just being a source of revenue, t could also be a source of clean drinking water, a catalyst for increasing the biodiversity of the city, a green energy source, or even housing.
That is exactly how billboards are seen in Reprogramming the City. Reprogramming the City embraces the full potential of billboards and shows what more they could do.
As a source of clean drinking water for residents in the outlying areas of Lima, Peru:
Or a nest of bamboo in Los Angeles to serve as a natural air scrubber over the motorways, while at the same time reducing air temperatures and generating energy:
Or a radical form of subsidized housing, where the revenue generated by the billboard lowers the cost of living for those housed in the units:
Billboards are only one of dozens of urban structures that are re-imagined in Reprogramming the City and given the ability to live up to their full potential and do more for the city and its residents.
Cities are defined by a finite amount of space, finance and resources. Yet the potential of what we do with those assets is infinite.
Get in touch to learn more.