Text by Tony Ward, Copyright 2024
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The Binoculars Building
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Back in the early 1990’s I was working regularly with Art Directors that were employed by Advertising Agencies. The bigger the agency the larger the potential project for a freelance photographer. Chiat Day was one of those agencies that had cachet and every photographer in the world wanted to work with them. I had the good fortune of being summoned to the New York division of Chiat Day to be offered a peachy national ad campaign in the early 1990’s and very quickly got to know the location of the LA office.
The building at 340 Main Street in Venice, California, famously adorned with a massive sculpture of binoculars at its entrance, is an architectural and cultural landmark. Known as the “Binoculars Building,” it was designed by the legendary architect Frank Gehry in collaboration with Claes Oldenburg and Coosje van Bruggen, who created the distinctive binoculars sculpture. Completed in 1991, this striking structure is a testament to Gehry’s imaginative and unconventional approach to architecture.
Initially commissioned by advertising agency Chiat/Day as their headquarters, the Binoculars Building was intended to symbolize the company’s creative spirit and forward-thinking philosophy. The binoculars, which double as a functional entrance to the building, immediately capture attention, blending art with architecture in a way that feels distinctly Californian.
The building itself is a blend of Gehry’s signature deconstructivist style and practical office space design. It consists of three main sections: the binoculars in the center, flanked by two asymmetrical structures with undulating forms and sharp angles. These elements create a dynamic composition that reflects Venice’s eclectic and artistic vibe.
Over the years, the building has transitioned to serve new tenants. In 2011, Google leased the space as part of its Southern California campus, further solidifying the site’s association with innovation and creativity. Today, it stands as a hub for tech and creative professionals, while continuing to attract admirers of its architectural and artistic significance.
The binoculars sculpture itself is more than a decorative feature; it houses a conference room and other interior spaces, showcasing the functional integration of art and architecture. This fusion makes the building an enduring symbol of Venice’s cultural identity, where art, innovation, and community intersect.
As one of Frank Gehry’s most playful works, the Binoculars Building remains a must-see destination in Venice, drawing visitors from around the world who are eager to experience its unique blend of creativity and functionality.
Recently during a trip to LA it just so happened that I stayed in an Airbnb just down the street from Chiat Day’s former office. I was riding along on a bicycle scouting backdrops for a shoot when I came across memory lane. I must have been in and out of that building multiple times during that time period. It was great to see that old memory come alive!
