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Sign Spinning: Good Advertising For Bad Architecture

Somewhere between breakdancing and the inflatable arms that flap over car dealerships are “sign spinners,” those people who artfully twirl cardboard arrows emblazoned with real estate deals far too close to the side of the road. We’d remembered seeing Jason Buim‘s documentary Attention Getting Style awhile back, and if this sweet little film doesn’t entice you into purchasing a $300,000 condo in Artesia, we don’t know what will.

According to another film, the folks at Aarrow Advertising were the original spinners (although they seem far too dorky to have pioneered this craft). This guy, on the other hand, has got some serious spinning style. But it turns out these spinners are now inspiring art. Roman Jaster, a CalArts grad, will be premiering his documentary about sign spinning, which began as a series of photos. Jaster’s video installation is part of Inlandia, a show about the Inland Empire that opens tomorrow night at the Wignall Museum in Rancho Cucamonga, home to plenty of those aforementioned condos, if you’re in the market.

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