This is an excerpt from a piece published by CivitasNow on Buildipedia.
Producing a living wall or billboard requires a brave marketer willing to take a shot on an epic, stand-alone piece of media. The expenses involved in building and maintaining a living billboard may be hard to rationalize when the brand is used to placing multiple traditional billboards for the same cost, but the added value generated by a living piece of advertising shouldn’t be overlooked.
Because living walls are such an anomaly in an urban setting, they automatically attract curious eyeballs from both pedestrian and vehicular traffic. As people take photos and share content through social media, the installation gains viral momentum. Blogs and websites that focus on environmentalism, sustainability, advertising, and marketing begin to take notice and publish stories about the media execution. Naturally, positive public relations and organic social media interaction are byproducts of a living wall program.
So, how does one go about putting a living wall together? (The first step would be to contact CivitasNow – an adaptive media agency specializing in sustainable forms of advertising. We’ll gladly outline the process.) Here are a few basics to get the planning stage started.
Just like real estate, location is everything. Sunlight and accessibility are the two main deciding factors when planning the construction of a living wall. South-facing walls tend to work the best for natural sunlight exposure. Also, the wall location will be subject to approval either through a private relationship with a specific building owner or through a media buy with a commercial outdoor advertising company.
When choosing the appropriate design, be mindful of in-season plants and vegetation, and how they respond in your specific growing zone. The placement of plants needs to be in line with growing patterns, which should be taken into consideration while designing the initial concept. For example, tomatoes could potentially be part of a design if they are inverted on the wall to grow downward.
Once the final site location is secure, and the design concept is approved, construction of the frame can begin. Various methods of building the frame exist, but each one uses lightweight materials that can eventually be repurposed into other projects (wood, PVC piping, etc.). Rain has little impact on the structure, because living walls and living billboards typically are watered manually, through a drip irrigation system, or simply through moisture-retention felt lining.
Living walls can be placed for one day events or up to multiple months. Are you prepared to be the most awesome brand around?