Ace Hotel Downtown Los Angeles (DTLA) is partnering with file-sharing service WeTransfer on a billboard on the hotel’s exterior.
The billboard will showcase the work of a different artist through February 2016, and each artist will create a component that will be available for digital download through WeTransfer.
Los Angeles’ own Brian Roettinger, whose work ranges from graphic design to album art direction, will be showcased for the month of July. Scottish conceptual artist Robert Montgomery and the Italian design school Fabrica will also take part in the project.
“Since moving into DTLA, we’ve always envisioned the billboard next to the hotel as an opportunity to say something real and true to our community,” said Kelly Sawdon, Ace Hotel partner and chief brand officer. “The insight and experimentation that these artists have contributed to the L.A. skyline is exciting and an earnest attempt to move culture forward. They’re true visionaries.”