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This Artist Is Replacing Billboards With Pictures Of The Landscapes They’re Blocking

Coachella Valley, including its billboards, is currently experiencing a makeover as it hosts the Desert X outdoor art festival. Visual artist Jennifer Bolande took on the ambitious project of replacing billboards in the area with photos of the mountainous landscapes they blocked, and it sends an important social message.

Visible Distance / Second Sight, as the project is known, features ‘vanishing’ billboards that are designed to be seen from a moving car. When approached at the right angle, the images align and seamlessly blend in with their surroundings, emulating the famous Burma-Shave road signs from the 1950’s that sequentially formed messages when driven past. The billboards stand along the Gene Autry Trail.

The purpose of Desert X is to encourage a reconnection with the environment. Jennifer Bolande’s project takes focus off of commercial advertising and puts it on the natural beauty of Coachella valley,

More info: Desert X (h/t)

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What do you think ?

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Daria B 7 years ago

Feel free to throw stones, but really I think companies should take this as an example for their next advert design. ♥

17points

Jace 7 years ago

I HATE billboards. "Four states currently ban billboards: Alaska, Hawaii, Maine and Vermont. It is no accident that these four states are known for their scenic beauty."

9points

Jaclyn 7 years ago

I agree, knock them all down! We don't need advertisements on the side of the road!

5points

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Hans 7 years ago

Interesting idea. I guess we must more often think about external costs (in the economic sense). Society pays a price for blocked views, light pollution, waste water, smoing chimneys, traffiic jams etc., that is not covered by those who payed for what causes the encroachment. We lightly accept this, but we probably should not.