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Upside Down Piken Billboard Explained

What a disappointment: No, inebriated billboard workers didn't accidentally mount an upside down billboard on Beverly Blvd. There are about 20 of these billboards around the city, all part of a Piken Company marketing campaign that kicked off about two weeks ago. "We wanted to try something different," Robert Piken, head of the Studio City-based commercial real estate firm tells us. So how's business since those wacky things went up? "We've had a significant number of calls," he says, allowing that "some people thought it was a mistake." Did you hire an outside marketing firm for this idea or just stand on your head? "I come up with all the marketing ideas myself." And no, Piken says it's not some metaphor for a bad real estate market. " The commercial market is doing fine!" Expect the boards to stay up around the city for another month and half.
· Sometimes We Drink At Lunch, Too [Curbed LA]