Luma Rooftop Video Screen, Little Italy

Perhaps too true to its name, the video screen on the rooftop of the Luma apartment building shines too brightly onto the streets of Little Italy. It is both a visual distraction and out of place with the character of the surrounding neighborhood.

The massive video screen is visible over half a mile away along India Street, Kettner Boulevard, at Waterfront Park, and on the freeway.  There is no doubt that Luma provides luxury amenities for its residents, but the rest of Little Italy doesn’t benefit from having ESPN broadcast from the top of the building nearly day and night, compromising the nature of the neighborhood’s sight lines and ambiance.

Though permitted by city code, this screen is no different than a flashing electronic billboard in the center of a residential neighborhood. It sets a bad precedent for future development in San Diego and would most certainly be more at home in Las Vegas or Times Square, not beaming out from high above Little Italy.

Total 0 Votes

Tell us how can we improve this post?


Verify Human or Spambot ?

  • Onion Nominee

  • Project Address:

    1440 Columbia Street, San Diego, CA 92101

    Project Owner/Developer:


    Project Architect/Designer:

    Carrier Johnson + Culture

Contact Us

Contact Us



P.O. Box 122228
San Diego, CA 92112-2228
Federal Tax ID: 95-3513927

Sign Up

Stay on top of your Architectural news

Orchids & Onions is an educational and fundraising program of the San Diego Architectural Foundation, a 501(c)3, nonprofit organization dedicated to education and the promotion of outstanding architecture, planning and urban design throughout the San Diego region.

Get in the Mix