Billboards Are Being Replaced With The Landscapes They’re Blocking
Billboards are meant to draw our attention and sell us something. And what better product is out there at the moment than the landscape we constantly take for granted on a daily basis. This project, Visible Distance / Second Sight is the work of Jennifer Bolande for DesertX. It’s located along the Gene Autry Trail near Vista Chino (33°50’41.70”N 116°30’21.02”W), and even though temporary, it does have a powerful message.
These consecutive billboards are aligned and placed in such a way that they show the landscape that they’re obstructing from view. Each of the photographs there are specifically put so as to merge perfectly with the background. And even though they might not seem like much, these billboards will definitely draw the attention towards them, and once seen, people’s attention will then shift to the landscape in the background. For the many people that pass through there on a daily basis, this is particularly important because this gives them a chance to see what was always there but to which they no longer pay attention to.
This technique of using multiple billboards in order to convey a message is known as the Burma-Shave after the shaving cream that used it first. The installation will be up from the 25th until the 30th of April, 2017, among may others all across the Coachella Valley. The desert in the area will become a huge exhibition of all sorts of artists that will bring to light in different shapes, forms and sizes the problems, issues as well as all the beauties the area have to offer. These artworks will be located both indoors and outdoors and will be available for free to all that want to see them.