Client: Cipriani

Overview

A Neo-Renaissance architectural masterpiece transforms into a surreal multimedia experience in Lower Manhattan. Moment Factory collaborated with Cipriani to imagine an immersive digital art experience that would light up Cipriani 25 Broadway. While the iconic landmark is host to a wide variety of private events, we wanted to create entertainment that would enchant the general public, sparking a collective sense of awe and wonder. We imagined an entirely unexpected experience in the historical building, making the venue accessible to new audiences.

Goals

We wanted to explore the potential of the 12,000 square foot grand hall to create mesmerizing optical illusions that transport visitors. Our team merged 360° projection mapping, interactive visuals, lighting, scenography and immersive sound to create an experience that would delight the senses. From the 6,000 square foot mirrored floor to the 30-foot vaulted ceiling, the interior architecture has been digitally transformed into a playful exploration of art and new technology. SuperReal takes visitors on a 45-minute journey through a series of virtual realms that are nonsensical, grandiose, and mesmerizing. Visitors of all ages get lost in five dream worlds, each with a fantastical identity.