As creators of ambitious artist projects, IF Innovation Foundation (ifoundation.la) is known for bringing contemporary art into the landscape through their IF Public Domain initiative which produces and presents innovative artistic and curatorial interventions in experimental contexts. IF has produced a variety of public art projects— including site-specific sculpture, outdoor murals, digital billboards, and public interventions throughout the L.A. region for a decade, including works sited in West Hollywood and fulfilled in collaboration with the City and Weho Arts. IF Public Domain is fortunate to have the opportunity to continue this collaboration with the following projects: An ongoing, time-based, exhibition series on two digital billboard locations in West Hollywood at 9039 and 8410 Sunset Blvd; a series of murals in Plummer Park by Kate Costello; and a sixteen-foot, cast bronze sapling in King’s Road Park by Cole Sternberg.

Lauri Firstenberg, Ph.D., Director/ Curator received her Ph.D. in History of Art and Architecture from Harvard University in 2005 and founded LA><ART. Firstenberg co- curated Made in L.A. 2012, with a team representing LA><ART and the Hammer Museum. She also co-organized, with Glenn Phillips of the Getty, the Pacific Standard Time Performance, and Public Art Festival in 2011. Firstenberg has curated LA><ART exhibitions including Daniel Martinez: How I Fell in Love with My Dirty Bomb; Ruben Ochoa: Extracted; Mark Bradford: Niagara; Adria Julia: A Means of Passing the Time; Kori Newkirk: RANK; Walead Beshty: Passages; and Glenn Kaino: Safe|Vanish among others.  Firstenberg was formerly the Assistant Director/Curator of the MAK Center for Art and Architecture and the Schindler House in Los Angeles and Curator of Artists Space, New York. 

Curator and Producer, Jessica Rich, earned her BA in Art History from GWU. After interning for the Smithsonian Institution and the National Gallery of Art, Jessica embarked on a two-decade-long career in film marketing; first as VP Creative Advertising, 21st Century Fox and then as SVP Marketing for Sony Pictures Entertainment. Jessica began volunteering at LA><ART in 2014. She reinvented their Public Domain Initiative by founding and curating the on-going digital billboard exhibition series at 8410 and 9039 Sunset Blvd. This platform and many other public art projects are the basis and unifying principle of IF Innovation Foundation.

Responding to the dramatic shifts in the landscape of contemporary art, IF (ifoundation.la) constantly explores new boundaries, platforms and initiatives that bring new art to new audiences and shift perspectives that effect the cultural dialogue. Based in Los Angeles, Producer and Curator, Jessica Rich and Director and Curator Lauri Firstenberg inspire the production and exhibition of art and culture as an agent of change. Please contact Jessica Rich for all press inquiries jessica@ifoundation.la