Friday, August 21, 2009
Garden or one of the most clever billboards you will ever see?
LOS ANGELES —"Harmony Floralscape," a roadside display made up of more than 20,000 live flowers, was unveiled Aug. 18 along the Pasadena Freeway (SR-110) in downtown Los Angeles by Mayor Antonio R. Villaraigosa, officials from Caltrans, Toyota Motor Sales (TMS), U.S.A., Inc., and Greenroad Media, Inc.
The Floralscape is one of nine oversized floral designs that will appear alongside California freeways in support of the ongoing launch of the 2010 Toyota Prius hybrid vehicle. Seven of the Floralscapes will be in the Los Angeles area and two in the San Francisco area. Developed by Greenroad Media, Inc., using the company's "Living Pixel" technology, design images are replicated using flowers of differing varieties and colors.
The 30-ft. by 60 ft. "Harmony Floralscapes" are comprised of living seasonal flowers - about 20,000 blooms in total - are grown by local businesses in special modular "Eco-crates" made from recycled plastic. Displays will be changed and updated several times during the next four months.
The Floralscapes are created from organic and reusable materials and are maintained using non-potable water, solar electricity and ecologically responsible insect and fungi control. California-based businesses are contracted to install and maintain the Floralscapes. The non-profit Los Angeles Conservation Corps, which provides training, education and work experience to at-risk young adults and school-aged youth, will maintain the areas surrounding the Floralscapes.
Since federal regulations require that the Floralscapes be non-commercial in nature, abstract images of the new Prius will appear in different settings, capturing the essence of its marketing campaign developed by Saatchi & Saatchi LA - "Harmony Between Man, Nature and Machine." All of the images have been approved by California's department of transportation, Caltrans. — LM Staff