Farshid Joe Shooshani and Saee Studio submit plans to City of West Hollywood for an LED orb on Sunset Boulevard

“Bill-ding Boards”—a term coined by Robert Venturi and Denise Scott Brown in their 1984 book A View from the Campidoglio—are very in these days. A Bill-ding Board is what it sounds like: a building whose facade effectively functions as a billboard (building + billboard=Bill-ding Board), typically sited on a major thoroughfare or prominent public space. The Sphere in Las Vegas, recently reviewed by Ryan Scavnicky for AN, is just the latest example of the Bill-ding Board’s renewed relevancy as an architectural phenomena in the attention economy.

At 8410 Sunset Boulevard in West Hollywood, Farshid Joe Shooshani, a former chair of the Beverly Hills Planning Commission, is

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