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Analogue//Digital – Target’s Light Show Spectacular, Standard Hotel NYC, August 2010

22nd August 10

Posted by Ben Malbon

Posted in Uncategorized

(Image courtesy of Mother website)

This is an extraordinary piece of work. Enormous kudos to Mother NYC for pulling off what must have seemed like a extraordinary idea on paper but a monumentally tricky idea to execute (think: no rehearsals, no back-up).

Last week in NYC Mother NYC teamed up with Target to create this great installation at the Standard Hotel in NYC. Over 170 rooms were used, synced with LED lights, performers and a host of other action going on at ground level.

It’s bold, surprising and certainly contains more than a nod to the type of visual effects more usually experienced in digital formats. But executed as 100% analogue.

From Mother’s site:

What do you call 20 sensory-overloaded minutes fashioned out of 60+ dancers, an original visual program created by Daft Punk’s light designers, a new pop symphony from one-half of N.A.S.A. and 170 rooms of New York’s Standard Hotel? You could start with “Spectacular,” but even that seems limiting. This one-time-only show for Target’s original fashion lines is just about the coolest and most unique event Mother’s ever produced!

Enjoy the film (the visual treats really begin 40 seconds from the start).

It reminds us of this video, by Etienne De Crecy, one of our favourites here at BBH Labs, but done on a monumental scale.

Etienne De Crecy Live 2007 Transmusicales de Rennes from Clement bournat on Vimeo.

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