Billboard: A Catastrophe Center for Education and Awareness

Located near the iconic Santa Monica beach, LA, where the No. 10 Highway meets, Billboard is a groundbreaking catastrophe center that merges education, environmental activism, and innovative architecture. The center will house exhibitions and educational activities while doubling as a giant smart billboard powered by a once-devastating aspect of Los Angeles’ history: smog.



For over 50 years, smog plagued Los Angeles, casting a gray shadow over the city. While government policies have restored blue skies and clean air to the region, the memory of those smog-filled decades remains a powerful reminder of environmental challenges. Billboard seeks to transform this historical catastrophe into a striking visual and educational tool.



Despite Santa Monica's restrictions on traditional billboards, this innovative "architectural billboard" concept challenges the norm. The building is designed as a monumental, plate-like structure that functions as a massive filter, standing as a barrier between the eastern and western parts of the city.



East Façade (The Billboard): Acting as a haze absorber, the east side of the building interacts directly with air pollution. Over time, smog particles accumulate on the façade, creating evolving patterns controlled by intelligent systems. This haunting, ever-changing display serves as a visceral reminder of the dangers of pollution, educating and alarming drivers passing on the highway.

West Façade (The Clean Side): In stark contrast, the west-facing façade symbolizes clarity and hope, with its pristine, minimal design. This duality highlights the stark difference between environmental degradation and recovery.



Beyond its visual impact, Billboard features an interior system that collects and processes absorbed smog through an integrated core tube flue. The design not only serves as a visual deterrent but also as an active participant in addressing air pollution, showcasing innovation in sustainable architecture.



With its bold concept and powerful message, Billboard is not just a building—it is a statement on environmental resilience and the importance of awareness for a sustainable future.