PHARMAKA GOES GREEN starting May 10th.

Raising the bar of sustainable design standards, Pharmaka's non-profit art exhibition space has gone "Green". With help from the Discovery Channel and Byrd Development, Pharmaka has made substantial eco-friendly changes to the downtown gallery space. Improvements include replacement of inefficient incandescent track lighting with state of the art LED light fixtures provided by Green Torch and an air circulation system provided by Big Ass Fans. Additionally, new furniture supplied by Ford Brady is made of 100% sustainable materials. With these new improvements, Pharmaka reduced their annual energy consumption by 90% and set forth a new standard in sustainable design in downtown Los Angeles.
Located at the corner of 5th and Main streets, Pharmaka is a pioneer in the redevelopment of downtown Los Angeles. Founded in 2005, Pharmaka is at the forefront of the contemporary art world and is at the center of this new urban landscape. Created by artists and run by Shane Guffogg and Rebecca O'Leary, Pharmaka bridges the gap between museum exhibitions and commercial gallery shows. As a non-profit organization, Pharmaka is able to exhibit artwork that is socially relevant and unlikely to be seen in other venues.

The greening of Pharmaka was filmed during the week of May 3rd for "Alter Eco" will air on the Discovery Channel in late July.

About ALTER ECO
Adrian Grenier, star of HBO's hit series Entourage, is a real life "greenie" who wants to show audiences how they too can live the "green life." Using an LA home currently undergoing its own green makeover as base camp, this 13-part series follows his "Green Team" of experts, as they help both celebrities and ordinary people learn the small steps they can take to transition their lives to green bliss. Adrian is joined by green guru Boise Thomas, sustainable style expert Angela Lindvall and eco-renovation expert Darren Moore.

Special Thanks go to :

GREEN TORCH lighting systems www.exitsigns.com,

BIG ASS FANS www.bigassfans.com and

BYRD Development www.byrddevelopment.com.

Blue Velvet www.bluevelvetrestaurant.com.

...who provided Materials and services

(From Left To Right: Darren Moore, Boise Thomas, Angele Lindvall, Adrian Grenier,  Richard  Byrd, Rebecca O'Leary, Shane Guffogg, Molly Barnes, Christoff Kapeller.)

the green life ("Alter Eco")

Show Description:
A green lifestyle show for the Discovery Channel, "Alter Eco" revolves around making living green a hip and inspiring life choice.  Presented by Adrian Grenier, the show will be based at a demolished 1920's house in Los Angeles that will be greened over during the season and serve as the HQ.  Every episode will also explore and cover other homes, businesses, schools, and people greening over their environments with the help of our friends.  The final segment will be a very social and communal 'breaking of bread' with the group from that week.  The thrust of the show is to inspire a conscientious hip approach to making the shift to eco-friendly day to day living, equally embracing the idea of style and sustainability.

Distribution:
Discovery is launching a new channel Planet Green in June. "Alter Eco" will be a part of the launch and highly publicized.  Planet Green is the first 24 hour, 7 day a week channel devoted solely to eco-oriented programming. The order is for 13 one-hour shows, to be repeated up to 20 times per show during their first season.  There will be up to 260 airings at a 50 Million household reach.

Web Destination:

thegreenlife.com:  An interactive extension of the green life brand will
launch this summer with original weibisode content, an open community, the go-to green recourse and guide, and an aggregating e-commerce component.

Music Incorporation:
We will be inviting actors, leaders in the green community, and musicians to join the show for ‘break breaking’, as well as using music for montage and under picture as needle drops.  The show has no music budget to speak of, so production is looking for musicians who can perform as well as sanction rights for usage in these areas.

the green life

Peter Glatzer, co-creator
Adrian Grenier, co-creator
Reconcile Productions
Planet Green, on Discovery, June 2008

Additional Resources

Past Exhibitions
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