Bringing Light to Art and Fashion
StandardVision collaborated with renowned architect David Adjaye, executive architect Nuemann/Smith, and artist Khalil Joseph on a unique immersive-art landmark installation for the contemporary clothing retailer The Webster at the Beverly Center in West Hollywood. The exterior design features an elegant, fully integrated, LED lighting design that employs reflective technology to achieve complete hardware invisibility. StandardVision also consulted with artist Khalil Joseph to help translate his poetic practice into an all encompassing blend of visuals. The result is a new one-of-a-kind illuminated destination for The Webster's flagship location in Los Angeles' famed luxury district.
The goal was to produce a new form of public/private high art experience that effortlessly integrates an immersive pedestrian experience, with a sophisticated brand, but is capable of being fully appreciated independently as a participatory narrative. The design suggests how physical commercial spaces can transform into immersive environments that reflect the future of high end retail. StandardVision collaborated with renowned architect David Adjaye and executive architect Neumann/Smith by providing a unique and custom LED lighting design that employs reflective technology to achieve complete hardware invisibility. The design incorporates a unique display approach that utilizes repeated linear curves inside of a dome shaped interior. The elegant facade reflects hidden LED lighting created by StandardVision to continuously display a 2-story video art piece by Kahlil Joseph, commissioned by The Webster. In this case StandardVision designed a custom video lighting fixture that was mounted behind a GFRC (glass fiber reinforced concrete) cove feature. Adjaye Associates' design concept was to create a unique space that utilized media lighting in conjunction with a very specific monolithic materiality that was being applied throughout their design. The mounting arrangement of one horizontal band is not so different than a traditional cove light, this design has 20 bands stacked with RGB linear video controlled fixtures. These type of fixtures are fundamentally similar to some of the direct-view LED blade products StandardVision utilizes elsewhere, but instead of being oriented outward from the wall, the lights were pointed up and angled slightly to center the beam on the curved cove feature above. We created a series of mockups to study spacing, cove detail, finish color and content resolution / legibility. Installation required close coordination with the general contractor and facade subs in order to utilize the install platforms that were erected then removed sequentially from the top down. In addition to supplying the comprehensive technology system for the ongoing exhibition, StandardVision’s in-house creative team also consulted with artist Khalil Joseph to help navigate the bespoke resolution constraints and support the translation of his socially conscious and poetic practice into an all encompassing blend of visuals.
Building or project owner : Peggy Gooding & Team, Jacobsen Swinerton Joint Venture
Architecture : David Adjaye, Marc McQuade & Team, Adjaye Associates | Mike West & Team, Neumann/Smith Architecture
Project artist/ concept/ design/ planning : Kahlil Joseph (Video Artist), Josh VanBlankenship & Design Team, StandardVision
Light design : Josh Van Blankenship & Design Team, StandardVision
Display content/ visuals/ showreel : Kahlil Joseph; Artist Support from Isaiah Montoya & Team, StandardVision; Programming Support from Jeremiah Montoya & Team, StandardVision
Light hardware (LED hardware) : StandardVision
Resolution and transmitting behaviour : The final design selection was each fixture and GFRC band spaced at 300mm / 12" vertically, so across the 20ft height of the narrative lighting wall, there are only 20 physical pixel lines. Horizontally there are 1440 pixels, which creates a very unique physical resolution 1440 x 20.
Urban situation : The unique immersive-art landmark installation for the luxury clothing store The Webster at the newly renovated Beverly Center in West Hollywood is a fully integrated architectural experience for the store’s modern layout. With the goal of producing a new form of public/private high art installation that effortlessly integrates an experiential pedestrian experience with a sophisticated brand, The Webster’s facade is a testament to how physical commercial spaces can be transformed into immersive environments that reflect the future of high end retail.