On the mystery and magical appeal of LA’s iconic visual language | News
LA apartment signs advertise location through flair, decadence, weirdness, absurdity, meaning. When you see an otherwise mundane name affixed to a building in your neighborhood, you know — probably the exact number of steps or miles, if you’ve been counting — how far away your intended destination is. That’s the best thing about Los Angeles apartment signs: they tell you where you need to be: home.— The Los Angeles Times
the Los Angeles Time has a really cool new series I am personally obsessed with exploring the “architecture of everyday life” in and around the city. In this iteration, the Time‘ style editor Ian Blair poetically described the typographic elements of mid-century Los Angeles, best embodied on the facade of Paul Revere Williams’ iconic Beverly Hills Hotel, which are now synonymous with the visual imagination of the Southern California celebrated by David Hockney and so many others.
Blair spoke to extraterrestrial nature of the language contained in the apartment font, commenting on their need to communicate cues of luxury and class in a way in which words alone become the most effective means of conveying the interiority of space (however illusory that may be). -she).
“Apartment signs affect us because of the amount of effort that goes into the premise: please stop, look, come in, see if you desire to belong here. There are innuendos built into the concept ; the main selling point is that the decadence and uniqueness on the outside could signal the apartment’s undeniable quality on the inside. The suggestion is a powerful aphrodisiac anywhere, but especially in a corporate city based on selling images. The thing about facades is that they’re in the loop; they know what’s behind the veil, or what’s not. drab accommodations. The Dunes promised what? Sand. And yet, on ‘Insecure’, he delivered something familiar to Issa and Lawrence: architecture that could match their charming imperfections.”