WeTransfer and Ace Hotel Downtown Los Angeles presented an evening of celebration for their billboard art project Dear DTLA. Dear DTLA
To celebrate, the soiree on the Ace rooftop showcased graphic designer and native Angeleno Brian Roettinger — the first artist to helm the billboard with Jesse Boykins III gracing the event with an acoustic performance.
“Dealing with both art and advertising on a day to day basis, our aim is to converge both disciplines in their on- and offline worlds and show they can go hand in hand.” – Fatma Genç (Brand Strategy, WeTransfer)
About Ace Hotel DTLA
Ace Hotel Downtown Los Angeles makes its home in the historic United Artists building in Downtown LA. Built in 1927 for the maverick film studio, the ornate, storied and vibrant Theatre and the 14-story Spanish Gothic office tower that fronts it have been lovingly retrofitted into a modern hotel — enlivening the building’s historical soul with the scrupulous attention to detail that Ace has built its reputation on. It’s the kind of project that we dream about, and we’re honored to stand as a spiritual anchor at the heart of the Broadway Theater District’s vibrant modern renaissance.
WeTransfer is a leading file sharing service, providing a uniquely creative space for people to share files. Launched in 2009 by Bas Beerens and Nalden, WeTransfer was born out of a simple need to provide a solution for people to send large files easily. The service now has over 30 million monthly unique users and prides itself on its simplicity. The founders’ desire of producing “something their parents could use” has led the WeTransfer team to a service without the complications of logins, signup forms, data capture and banner advertising.
WeTransfer is completely free when sending files of up to 2GB in size, or users can sign up to WeTransfer Plus to make 10GB transfers to multiple recipients alongside receiving 50GB of storage space and the ability to personalize and secure a channel.
Instead of plastering the site with intrusive banner ads, the team has created a backdrop of curated wallpapers provided by a wide community of artists, illustrators, brands, filmmakers, photographers and events. The result is an enriched user experience to a backdrop of beautiful images. WeTransfer puts the love back into advertising with the top brands of the world. www.wetransfer.com.