Imagine. You’ve made it. Went to school. Got a job in a tech start-up. Paid off your student debt. Moved to Los Angeles. L.A. Then you got a tech job at another start-up. In Venice, a.k.a., “Silicon Beach.”
That start-up made an app and it got big real fast. You made a shitload of money. Then you MOVED to Venice. Rents insane. Then you BOUGHT in Venice. You found a condo around the corner from fashionable, beautiful and gentrified Abbot Kinney Blvd. Prime real estate. Primo location, bro! Expensive.
This condo, it wasn’t just any condo. Because you’re not just any Silicon Beach scrote. You’re not just another sartorially-challenged techie slacking in basic, comfortable fashion. You are more than just a dude with a closet full of hoodies and New Balance sneakers and the full quiver of video game consoles.
The Domino Sugar Factory in the Williamsburg neighborhood of Brooklyn, New York, ceased operations years ago, but the massive building and it’s iconic logo-sign near the East River are something of a New York City landmark. In fact the refinery has been officially recognized as an historic landmark by the city. The factory is undergoing a long process of renovation that will change it into shiny, new mixed-use property filled mostly with condos and office space. That vision involves demolishing some of the building. A group of activists have been fighting for years to save the more of the property as an historic landmark. To that end, this DIY “Save Domino” sign made from string-lights was put on the side of an apartment building near South 3rd St in 2007. The red-lighted message has become a kind of neighborhood meta-landmark of its own. There’s a great short video of what the factory looked like inside before renovation started..