The Brighton i360 has commissioned street artists to decorate hoardings which will be put around the building site next Monday.
Developers say they have some exciting ideas to decorate the 90m length of boards, and are submitting plans for their design to Brighton and Hove City Council next week.
Posting on their Facebook page, they said: “Brighton is well known for its exceptional standard of street art. The city centre is home to numerous iconic pieces, including the James Brown memorial in North Laine.
“If the application is approved, Brighton’s local talent will collaborate with a range of European artists to turn one side of our hoardings into a 90m-long piece of art.”
A groundbreaking ceremony will take place this afternoon on the beach by the West Pier.
Meanwhile, Sunday was the last day of trading for the West Pier market on West Pier Trust land.
A spokesman said: “The market has operated from that site for almost 20 years and has provided the Trust with a crucial income stream.
“Thanks to all the traders and especially the core group – it has been a pleasure working with you.
“Good luck on your new site – just a bit further east on council land.”