The design investigation explores the potential of outdoor advertising and signage around the ring-roads of existing sub-urban shopping malls. The proposal involves the development of a system that, when compared to a standard billboard structure, provides great flexibility and adaptability without compromising efficiency and constructability.
This "kit of parts" has a clear logic that allows it to be reconfigured to respond to environmental conditions. The unique situations found on mall ring roads, such as, reduced car speed and potential pedestrian activity, offer several new opportunities for the outdoor advertising industry. The proposed structures will improve the mall and shopping environment thereby increasing visitation and property value while creating new market opportunities.
In contrast to the billboards on the interstate, these structures will be viewed from 360 degrees, not just head on. These structures will be viewed by drivers and pedestrians in the parking lots as well as people in vehicles traveling around the ring road. They will be seen from great distances as well as close proximity. This design creates three distinct zone of engagement: the Pedestrian Zone, the Intermediate Zone which include the parking areas as well as the portions of the ring road adjacent to the billboard structure, and the Long-Distance Zone that would include views from the ring roads and perhaps an adjacent thoroughfare or interstate highway.
