Design Firm Wants to Beautify New Jersey's Offshore Wind Farms

New Jersey recently approved expanding coastal wind farms. Rows of large, three-finned windmills could soon be installed in the ocean along the Jersey shore. Advocates praise the move as one of the best ways of providing cost-effective and environmentally friendly energy for our state. However, there are many in New Jersey, especially those who live at the Shore, who oppose the wind farms. They make the compelling argument that windmills are kind of ugly. They believe that people would rather see lovely oil tankers cruise along the horizon than view hideous white windmills closer to shore.

In an attempt to address this controversy, the state has commissioned a proposal by Hide In Plain Sight (HIPS), a company that specializes in beautifying unsightly outdoor technology. "Our goal is to make things invisible," said Jack Griffin, spokesperson for HIPS. "You probably have never seen our work because when we do the job right, there's nothing to see." 

Until recently, HIPS has focused on water towers and cell phone towers. "We have two approaches," explained Griffin. "For cell towers, we make them look like trees. We've gotten pretty good at it too. Woodpeckers and beavers have been known to be fooled. There is a good chance you have seen our towers, but thought you were seeing a tree. For water towers, that can't be so easily disguised, our goal is to beautify. We paint them tranquil colors, or apply a mural. When people see them, they may know it's a water tower, but what they notice is the artwork. We hope to use this same approach with the windmills. You can't really hide something that big, but you can get people to forget their looking at a piece of industrial power equipment."

Griffin says that HIPS is proposing a number of different designs to make the windmills more attractive to observers:

"Our International Landmark Line will combine some of the world's greatest attractions with the windmills. We will create realistic replicas of well known monuments that will actually enhance the view from the shore."

"Our Familiar Line will feature replicas of things that people are used to seeing. Our first designs feature a beautiful Dutch windmill, a traditional farm windmill, and even a Ferris wheel. Because these models will not use the usual three-blade design, they will lose some efficiency, but will make up for it in their beauty."

"We are also developing the Cinematic Line. This will feature scenes from beloved movies. Our first entry is the Titanic. We believe that observers will hardly notice the industrial windmills as they imagine Rose and Jack perched at the bow of the ship."

Griffin said that HIPS will be making its proposal to state officials by the end of March. He is confident that some of their designs will be approved. "I believe that once state officials see what we can do, they will realize the benefits," said Griffin. "Clean energy is all well and good, but if it's going to ruin the view, is it really worth it? At HIPS, we feel that beautifying windmills for the cost of only an additional twelve percent is a small price to pay."