WATERSHED: River LA Brand Launch and Celebration of the LA River - River LA

WATERSHED: River LA Brand Launch and Celebration of the LA River

"72U Creative residency created a limited-edition wrist band and experiential river party to commemorate the Los Angeles River Revitalization Corporation's new name, River LA.

Hosted on the banks of the Los Angeles River, hundreds of attendees came to explore the river’s existing engineering, natural landscapes and its future potential as a connector between the neighborhoods it currently divides. The event also featured an interactive flood room, a series of “Day in the River” activities with musical instrument bikes, a balloon rain room, and a crowd-sourced blank canvas art installation that captured residents’ visions for the river’s future design. 

 

An exclusive wristband capturing the Los Angeles River’s roots in urban design and natural scenery by integrating actual concrete from the iconic 6th Street bridge in Downtown LA with a blue resin balance was unveiled at the “Watershed: Party for the LA River” hosted by 72U and River LA on April 16 in downtown Los Angeles.

“The ongoing success of the Los Angeles River depends on our ability to continue uniting Angelenos around its history, reality, and future,” said River LA Executive Director Omar Brownson. “At River LA, we want people to see that the Los Angeles River is alive and a great public resource that could be used right now. In wearing this wristband and showing their support at the event, locals can take a stand for their river and commit to realizing its future.”

“The Los Angeles River is a place of infinite possibility,” said 72U Director Maria Scileppi. “By creating this wristband, we wanted to unite a community that celebrates the river’s history and actively takes part in imagining its future. 72U is all about creative self expression and our goal was to get locals to see, believe, and feel empowered to make the river their own.”

River LA, previously the Los Angeles River Revitalization Corporation, is a nonprofit dedicated to integrating design and infrastructure along the Los Angeles River. Donations collected through the wristband will go towards River LA’s ongoing redesign project with iconic architect and LA resident, Frank Gehry to transform the river’s 51 mile stretch to include a series of parks, bike paths, cultural destinations, and water reclamation initiatives.

About River LA

River LA is a nonprofit whose mission is to ensure the 51-mile Los Angeles River integrates design and infrastructure to bring people and nature together. We champion river-oriented policy and sustainable public spaces, while creating innovative models for community benefit and participation. Visit RiverLA.org to learn more. 

About 72U

72U is 72andSunny’s 12-week creative residency focused on personal and professional growth through collaboration and experimentation. 72U is comprised of 6-7 multidisciplinary individuals who experiment at the intersection of art, culture and technology. The program is an iterative process and each session is redesigned based on the team’s unique interests, skill sets and current cultural landscape. To apply for the next 72U session, visit 72U.org.

 


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