Every year the Desert X outdoor festival takes place in the Coachella Valley and its billboards are currently experiencing a major makeover. A visual artist by the name of Jennifer Bolande had a brilliant idea to replace all existing billboards in that area with pictures of the landscape behind them. By doing so, they deliver a powerful social message.
The project is known as Visible Distance / Second Sight and it features so-called “vanishing” billboards that are specially designed to be seen from a moving vehicle. When you approach them from the right angle the pictures on the billboard perfectly align with the background they are blocking and blend in with the natural surroundings. By doing so, they emulate the famous Burma-Shave road signs from the 1950’s. Most of them can be seen along the Gene Autry Trail.
The purpose of Jennifer`s project as well as the Desert X festival is to encourage people to reconnect with the environment.
Check them out!