They abandoned the comforts of the life and towns they once knew to live on their own terms and stake a claim in a land ripe with opportunity. Through the rise of Hollywood and its promise; this land, still so young & free, maintains this spirit to this day. Ed Ruscha, David Hockney, Robert Irwin, Bruce Nauman, Judy Chicago and John Baldessari made their own scene, galleries, and markets. It was p
artly from this fearless prevailing Los Angeles permissiveness, 1960s-style blossomed and spawned countless innovations such as Frank Gehry’s mind-bending architecture, Rudi Gernreich’s topless bathing suit, and arpanet. Pioneers such as the Beach Boys, The Doors, Fleetwood Mac, Black Flag, NWA and countless other purveyors of a California style showed us how to live ferociously. Since then, Los Angeles has been the epicenter of cool. Counterculture has become synonymous with Los Angeles. From the Z boys to the Bones Brigade to the following industry that would take the world by storm; Los Angeles showed everyone for the second time that empires can be created on this kind of unique thinking. It is from this spring of creativity and with this unwavering bravery and a healthy f**k-it attitude that we are creating COED; an agency to redefine corporate communication and hopefully the world it influences.
