For the love of apartment signs! (A tribute to the most overlooked letters in L.A.)

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The most overlooked letters in the city aren't on billboards. They are on the sides of the buildings we call home

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L.A. apartment signs speak to us but, most important, they speak for themselves. They are like the man on the soapbox preaching to himself on Santa Monica and Western: They want to pique your interest with the gospel, but they won’t do the work for you; you must read and study the text for yourself. Apartment signs beckon us to buy what they are selling. Sometimes that is an idea or a narrative or an image. An aspirational way of living.

Personally, I love to look at what’s on the outside because the initial encounter offers a way in to what can’t be seen. Exteriors can deceive, they can befuddle, they can refract. They can also challenge you to work harder, to seek, to clarify, to understand. The signs, in my eyes, are about the audacity to announce that something exists, contrary to the city’s tendency toward privacy. Private hedges and gentrifences are aspirational because they are standoffish.

you understand that the apartment — like the people inside — is a part of the whole. So long live the solicitation. Nothing says you are here like a solicitation to enter. L.A.'s apartment signs are the kitschy welcome mat that let you know: You should stay.

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