It has the shape of a billboard but the contents of an art gallery. It’s paid for by corporate sponsors but operates like a nonprofit. The object, roughly the screen size of the Pacers digital scoreboard in Bankers Life Fieldhouse but vertical, would face the intersection of Massachusetts Avenue, New Jersey Street and Michigan Street and brandish images and videos day and night.
The technology is so new, and the model for its content so unprecedented, people have struggled to know what to call it. Art? A billboard? Or something altogether different?
“Nothing like this exists currently,” said Desma Belsaas, a principal for Schmidt Associates, the architectural firm working on the project with Indianapolis area developers J.C. Hart and Strongbox Commercial.
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