This past weekend at Miami Beach’s Art Basel, the international art festival’s first-ever 3D art installation transformed Ocean Drive’s famed Tides Hotel into Art Basel’s largest canvas at more than 8,000 square feet. Inspired by the famous graphic design style seen in 1980s and early 1990s video games, now referred to as 8-bit art, the installation was presented by Hyundai and created by Pearl Media, a non-traditional media and production company specializing in groundbreaking media and art experiences. The program was conceived by media agency Initiative and their Innovations group.
The installation utilized Pearl Media’s proprietary 3D architectural mapping technology to project a montage of 8-bit gaming graphics onto the façade of the Tides Hotel. Choreographed to a brand new song called “fzzt&furiouz” by popular 8-bit genre band, Anamanaguchi, the 3D 8-bit images interacted with elements of and were projected off of the Tides’ architecture. The entire process combined state-of-the-art, high-powered projectors, lighting, sound, shadows and animation to offer consumers a never-before-seen look at a unique 8-bit masterpiece, all without the use of 3D stereoscopic glasses. The installation was seen by thousands of art enthusiasts and now lives on via viral video.
“This 3D outdoor art experience gave Hyundai the opportunity to combine music and technology – two cornerstone features of the Veloster – with art. This experience entertained those that attended Art Basel, while also having an online presence as well,” said Steve Shannon, Vice President of Marketing at Hyundai Motor America.
“Art Basel is known for breaking the mold and embracing the new, making it the ideal place to showcase this unique, revolutionary 3D technology art on Ocean Drive,” said Josh Cohen, President and CEO of Pearl Media. “With such an artistic audience, we think the creative 8-bit graphics of the 3D installation blended with the incredible features of Miami Beach’s Tides Hotel truly captivated passers-by.”
Pearl Media is a leader in 3D architectural mapping, having created large-scale projections for clients including Lexus, THQ and Fox Home Entertainment. The 3D art installation at Art Basel took place on Friday, December 2 and Saturday, December 3 and was the first of two installations Pearl Media has created for Hyundai. Part of a live commercial shoot, the second 3D architectural mapping installation will take place adjacent to Santa Monica, California’s famed Third Street Promenade at the Clock Tower (221 – 225 Santa Monica Boulevard) today, December 7 and Thursday, December 8 from 8 to 11 p.m. PT. The projection will interact with music being spun by renowned DJ, Porter Robinson.
HYUNDAI MOTOR AMERICA
Hyundai Motor America, headquartered in Costa Mesa, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through more than 800 dealerships nationwide. All Hyundai vehicles sold in the U.S. are covered by the Hyundai Assurance program, which includes the 5-year/60,000-mile fully transferable new vehicle warranty, Hyundai’s 10-year/100,000-mile powertrain warranty, 5-years of complimentary Roadside Assistance and the Hyundai Trade-in Value Guarantee. Hyundai is a registered trademark of Hyundai Motor Company. All rights reserved. ©2011 Hyundai Motor America.
Initiative is a performance led media communications company that transforms media exchanges into marketing results through a commitment to performance. Initiative believes all marketing should be performance-driven. Data, analytics, insight and innovation are central to all our services, and we hold ourselves fully accountable to client business goals. This commitment to performance is at the heart of our unique process and culture.
For more information, visit www.initiative.com
Pearl Media specializes in creating unique, targeted, groundbreaking out-of-home experiences for leading brands. The solutions company brings large format outdoor campaigns to life through unexpected media outlets and the latest technologies. Headquartered in New Jersey with offices in Chicago, Los Angeles and Miami, Pearl Media connects brands to consumers across the country with inventory in the top 25 markets and delivers real ROI.
For more information, visit www.pearlmediaus.com
For Pearl Media please contact:
Natalie Yallouz / Karlyn Nelson
nyallouz [at] mprm.com / knelson [at] mprm.com or 323-933-3399
Source: Pearl Media