The End of Painted Ads on Hotel Figueroa?
A vinyl Target piece was installed over Hotel Figueroa's painted Kung Fu Pandas on December 2nd.
DOWNTOWN LOS ANGELES — The massive murals on the side of the Hotel Figueroa are famous far beyond Downtown, appearing on TV coverage, films and even as a protest site in the lead-up to the 2000 Democratic National Convention.
In the last month, though, the works on the side of the 82-year-old hotel have taken a subtle but important turn. The last two ads plastered on the giant walls have been stickers, not paint.
Though ads are displayed on both sides of the 15-story hotel, the south side with its three faces is certainly the most prominent. On December 2, that side of the hotel was changed from an ad for the DVD release of Kung Fu Panda to one for Target.
That the change-over could happen in a day was remarkable -- typical ad changes are a multi-week affair, requiring whitewashing and priming before skilled painters go to work on duplicating the promotional materials.
The difference? The Target ad was printed off-site and pasted onto the side of the hotel in strips. The same was the case for a Gatorade ad now showing.
Under the right panel, a sign for ArtFX Murals, the company that had previously painted the signs, has been replaced with a tag for Big Sticker, the firm now doing the printed installations for CBS Outdoor.