Following Super Bowl LVI, the LA Rams’ victory at SoFi Stadium called for celebration. A3 Visual’s speedy technology and pigmented prints were ideal to transform the historical Hollywood sign to read “RAMS HOUSE” just in time for the official championship parade in downtown Los Angeles. However, strong winds and a tight time frame put our A3 Visual team to the test!
Though many Los Angeles natives were excited to see the Hollywood sign with a new look, it was important that this transformation did not damage or alter this tourist hot spot. At headquarters, our team worked with the City of Los Angeles’ Mayor’s Office, Hollywood Sign Trust, Hollywood Chamber of Commerce, City of Los Angeles Dept of Parks and Recreation, and the LA Rams to secure the proper permissions to execute this grand activation. Our A3 Visual team would be ready at sunrise on Monday morning from printing and prepping the letters for the installation over the weekend. The Hollywood sign was layered with extra fabric to ensure visibility from locals all around. The custom lightweight jersey mesh fabric was draped over these secondary layers of fabric handling up to thousands of pounds of pull strength—which would come in handy as strong winds persisted throughout the installation.
Unique activations like this one are no strangers to A3 Visual. With all eyes on this novel feature, it was vital that the City of Los Angeles had an experienced team with decades of expertise and attention to detail. All in all, this temporary activation created long-term memories of the city’s momentous win.
