Ruscha's Blvd


Ed Ruscha and his crew took 544 feet (166 m) of black and white negative film in 1973 when he did the first shooting of Hollywood Blvd. In 2004 I had the fortune to be there when the Blvd was shot again. Then we used the same camera, a Nikon F2 and 1 200 feet (366 m) of color negative film. Thats about 13 000 negatives. During this journey I frequently used my SX-70 Land camera and documented the life at and around the strip. The project was running for more then a year and we were several times in LA during the production and later the exhibition. Now, 10 years after the exhibition at Gagosian, I finally started with this project and in the end I hopefully can show you my work.


To be clear, this idea is in an early stage and right now it's just an idea that hopefully can be a product in the future.


Jonas Wettre