BEVERLY
HILLS
(
AGENDA REPORT
Meeting Date: June 27, 2023
Item Number: 1-2
To: Honorable Mayor & City Council
From: Magdalena Davis, Community Outreach Manager
Subject: UPDATE ON "IMAGIRO", AN INTERACTIVE SUMMER ART DISPLAY
ON RODEO DRIVE, A PARTNERSHIP OF THE RODEO DRIVE
COMMITTEE AND MR. BRAINWASH
Attachments: 1. Overview of "IMAGIRO" Art Display Partnership with Rodeo Drive committee and Mr. Brainwash
2. City Council Liaison/Rodeo Drive /Special Events /Holida) Programe nismmitee Memo from June 20, 2023 (without
RECOMMENDATION
This report is for information only and staff recommends the City Council receive and file this report.
INTRODUCTION
The following report provides information regarding an art partnership, "IMAGIRO", etween the Rodeo Drive Committee (RDC) and Mr. Brainwash for the summer month hile there is no funding ask from the City, review of the interactive art display and suppo for the installation was given by the Beverly Hills City Council Liaison/Rodeo Drive /Special Events /Holiday Program Committee (Liaisons) of Vice Mayor Friedman and Councilmember Bosse.
DISCUSSION
In past summer months, the Rodeo Drive Committee (RDC) has activated the street with festive public art displays that offer photo opportunities for shoppers and visitors. This report provides an overview of a RDC art partnership for summer 2023 with acclaimed artist Mr. Brainwash, including the art displays, locations, and details. This is an informational report for City Council, as no funding from the City is requested. The overview of the proposal was supported by the Beverly Hills City Council Liaison/Rodeo Drive /Special Events /Holiday Program Committee (Liaisons) of Vice Mayor Friedman and Councilmember Bosse on June 20, 2023.
Public art displays on Rodeo Drive have been featured during many previous summer activations, including photo backdrops. In 2019 as part of BOLD Summer, Mr. Brainwash Meeting Date: June 27, 2023
large-scale art was temporarily displayed before being installed long term on the 200 block of the street, and elsewhere in Beverly Hills.
Thierry Guetta, best known by his moniker Mr. Brainwash, is a French-born street artist with worldwide recognition whose new Beverly Hills contemporary art museum opened in December 2022. The proposal for "IMAGIRO" includes large-scale metal art pieces of origami animals such as birds, a bear, an elephant, a dog, a llama, and rabbits in bright colors (Attachment 1). He and the RDC propose to have nine total pieces displayed throughout the summer months from June as soon as possible, until the week of September 25, so the public may view, photograph, and interact with the IMAGIRO art.
The vibrancy of having new temporary art will bring excitement to Rodeo Drive for both visitors and residents.
Featuring bright colors and metal as the medium, the artworks are several thousand pounds each, between 8- and 9-feet tall, placed on bases between 6- and 10-feet wide by 12 inches tall. The Mr. Brainwash team, in corporation with City staff, will install all IMAGIRO pieces. Each piece will be offset at least 12 inches from the curb and some pieces will be placed in lieu of k-rail barricades, with the barricades temporarily moved to make way for the art pieces. All placements will be evaluated for safety through the permit process.
The permits for these temporary installations will be done through special events process, as for previous summer installations on Rodeo Drive. As is typical in the permit process, and as especially noted by the Liaisons, representatives from Policy and Management, Public Works, Police Department and Community Development have reviewed the designs and layouts, and will review and approve the required permits. As with all past displays, a 5-6 foot minimum pedestrian pathway will be maintained, and no entrances to businesses will be blocked. A certificate of insurance, naming the City as additionally insured, is a requirement for both City partners such as the RDC, and all who apply for a special event permit.
With this final proposal, all RDC merchants have approved of the artwork display designs for the summer, and those stores that are adjacent to the final nine pieces have selected to have the pieces displayed there.
The Mr. Brainwash team, with cooperation from City staff to review and permit, will complete the installation, maintenance, and removal of all nine pieces, including any necessary move of k-rail barricades. The City will also provide signs that are posted on art displayed around the City, that state no climbing or tampering with the structures, and that they are under surveillance. RDC contractors Lyn Winter, Inc. and BOLD LA will lead the marketing and promotion of the partnership; in addition, the RDC will pay for the necessary permits with the City.
FISCAL IMPACT
There is no funding request from the City for this partnership between the RDC and Mr.
Brainwash, only cooperation from City staff for the necessary permits and inspections for this public benefit is requested. The RDC will pay for the required special event permit and any personnel hours associated with the permit.
Keith Sterling,
Deputy City Manager
Approved By
Attachment 1
MR BRAINWASH
PRESENTS
IMAGIRO
ON RODEO DRIVE
BEVERLY HILLS
2023
Daytan
IMAGiRO
ON RODEO DRIVE
BEVERLY HALLS
BROOKS BROTHERS
CELINE
3 CARTIER 2 MCM
CHANEL
IMAGIRO
IMAGiRO
ON RODEO DRIVE
FERRAGAMO 4 4
5 MONCLER
PRADA BALENCIAGA
6 TOD'S 6
8 9 BREGUE
LOUIS VUITTON 8
STEFANO
IMAGiRO
BROOKS BROTHERS 468 N RODEO DR
IMAGIRO
Carlier
2 CARTIER 411 N RODEO DR
IMAGiRO
3 MCM 414 N RODEO DR
IMAGiRO
4 FERRAGAMO
357 N RODEO DR
IMAGiRO
5 PRADA 343 N RODEO DR
BALENCIAGA
MONCLER
6 BALENCIAGA 338 N RODEO DR
IMAGIRO
7 TOD'S
333 N RODEO DR
IMAGiRO
8 LOUIS VUITTON
295 N RODEO DR
FRONT OF ENTRA
IMAGiRO
9 FERRE
RODEO DRIVE / DAYTON WAY
iMAGiRO
Attachment 2
CITY OF BEVERLY HILLS
BEVERLY
HILLS, POLICY AND MANAGEMENT
MEMORANDUM
TO: City Council Liaison/Rodeo Drive /Special Events /Holiday Program Committee
FROM: Magdalena Davis, Community Outreach Manager
DATE: June 20, 2023
SUBJECT: "IMAGIRO", an Interactive Summer Art Display on Rodeo Drive with Mr. Brainwash
ATTACHMENT: 1. Overview of "IMAGIRO" Art Display Partnership with Rodeo Drive Committee and Mr. Brainwash
INTRODUCTION
This report provides the Beverly Hills City Council Liaison/Rodeo Drive /Special Events /Holiday Program Committee (Liaisons) of Vice Mayor Friedman and Councilmember Bosse with an overview of an art partnership, "IMAGIRO", between the Rodeo Drive Committee (RDC) and Mr.
Brainwash for the summer months. While there is no funding ask from the City, review of the interactive art display and support for the installation is requested.
DISCUSSION
In past summer months, the Rodeo Drive Committee (RDC) has activated the street with festive public art displays that offer photo opportunities for shoppers and visitors. This report provides an overview of a RDC art partnership for summer 2023 with acclaimed artist Mr. Brainwash, including the art displays, locations, and details. This is an informational report for Liaison review and support, as no funding from the City is requested.
Public art displays on Rodeo Drive have been featured during many previous summer activations, including photo backdrops. In 2019 as part of BOLD Summer, Mr. Brainwash large-scale art was temporarily displayed before being installed long term on the 200 block of the street, and elsewhere in Beverly Hills.
Thierry Guetta, best known by his moniker Mr. Brainwash, is a French-born street artist with worldwide recognition whose new Beverly Hills contemporary art museum opened in December 2022. The proposal for "IMAGIRO" includes large-scale metal art pieces of origami animals such as birds, a bear, an elephant, dog, and more in bright colors (Attachment 1). He and the RDC propose to have fifteen pieces displayed throughout the summer months from the week of June 26 until the week of September 25 so the public may view, photograph, and interact with the IMAGIRO art. The vibrancy of having new temporary art will bring excitement to Rodeo Drive for both visitors and residents.
Featuring bright colors and metal as the media, the fifteen works are several thousand pounds each, between 8- and 9-feet tall, placed on bases between 6- and 10-feet wide by 12 inches tall.
The Mr. Brainwash team, in corporation with City staff, will install all IMAGIRO pieces. Each piece will be offset from the curb and some pieces will be placed in lieu of k-rail barricades, with the barricades temporarily moved to make way for the art pieces. Representatives from Policy and Management, Public Works, Police Department and Community Development have seen the designs and layouts, and will review and approve the required permits. As with all past displays, a minimum 5-6 foot pedestrian pathway will be maintained, and no entrances to businesses will be blocked. All merchants that are adjacent to the pieces have approved of the artwork displays for the summer.
The Mr. Brainwash team, with cooperation from City staff to review and permit, will complete the installation, maintenance, and removal of all of the pieces, including any necessary move of k-rail barricades. The City will also provide signs that are posted on art displayed around the City, that state no climbing or tampering with the structures, and that they are under surveillance. The RDC with their contractors Lyn Winter, Inc. and BOLD LA will lead the marketing and promotion of the partnership, as well as pay for the necessary permits with the City.
FISCAL IMPACT
There is no funding request from the City for this partnership between the RDC and Mr.
Brainwash, however based on Liaison support, cooperation from City staff for the necessary permits and inspections for this public benefit is requested.
RECOMMENDATION
Staff recommends City Council Liaisons provide feedback for IMAGIRO, an interactive temporary art display partnership between the Rodeo Drive Committee and Mr. Brainwash for summer 2023. 2 of 2