Toyota Says it with Flowers

The Japanese manufacturer decides that Angelenos need more than just the Prius to green up their city

Hardly a secret garden

On Wednesday of this week, Toyota officials, along with Los Angeles Mayor Antonio Villaraigosa and officials from Caltrans, unveiled the first of what eventually will be 7 Floralscapes along State Route 110, more commonly known as the Pasadena Freeway, in downtown L.A.

The first 30’ x 60’ “Harmony Floralscape” is a display consisting of over 20,000 living seasonal flowers that are grown by local businesses in specially-designed “Eco-crates” that, themselves, are manufactured from recycled plastic.

“We are proud to be the inaugural City to unveil the first of seven Floralscapes along one of our busiest highways. The commute for Angelenos will now be brightened by floral murals that embody the City’s progressive approach to solving environmental issues by merging beautification, sustainable design and reducing our carbon footprint,” Mayor Villaraigosa said. “From the construction workers to the business team, this public-private partnership with Toyota and Greenroad Media has spurred local job creation across the board.”

Keeping it local

In addition to brightening up some of the most brutal commutes in the nation, Toyota’s beautification/advertising project also serves as a source of additional local employment. Permanent landscape and irrigation upgrades are being made to the areas surrounding the displays and while California-based businesses will install and maintain the actual displays (using non-potable water, solar electricity and “ecologically responsible” insect and fungal control), the surrounding areas will be maintained by the Los Angeles Conservation Corps, a local non-profit that provides training and work experience to at-risk young adults and school-aged youth.

Lest you think otherwise, these displays will hardly replace billboard advertising: federal regulations prohibit commercial displays. Instead, abstract images of the Prius will appear in different settings “capturing the essence of its marketing campaign developed by Saatchi & Saatchi LA – ‘Harmony Between Man, Nature and Machine’,” according to Toyota.

Coming to a freeway near you

Provided you live near L.A. or San Fran (yes, No Cal will get 2), you may very well be able to catch a glimpse of one. Here are the current and future locations:

The downtown Floralscape will be located on the west side of the Pasadena (110) Freeway, just north of the 101 Freeway. Other Los Angeles-area Floralscapes locations include: north side of the Santa Monica (10) Freeway, east of Lincoln Blvd. exit; east side of San Diego (405) Freeway at Orange Street; north side of the Ventura (101) Freeway, west of Balboa Blvd.; south side of the Santa Monica (10) Freeway, east of Overland Drive exit; north side of the Pomona (60) Freeway at Lorena Street exit; south side of the Foothill (210) Freeway, at the Los Robles Ave. on ramp. The San Francisco-area Floralscapes will be located on the south side of the Redwood (101) Freeway at Novato Blvd. in Marin County, and the other will be on the north side of the Junipero Serra (280) Freeway at the Winchester Ave. exit in Santa Clara County.

Tags: caltrans, harmony floralscape, los angeles conservation corps, prius, Toyota