Is this Times Square immersive digital art installation the future of advertising?



Times Square is often the site of avant-garde and kitschy art – and the narrow design company’s facilities are no exception.


Immersive 3D installations are no stranger to this UX digital design group that launched their first wave piece in Gangnam, South Korea last year, itself an immersive experience titled “WAVE” that depicts a great wave. wave that showcased the group’s unique blend of digital and media technologies.

The group is known for pushing the boundaries of visual deception with their user-centric sensory experiences in various locations, typically presented on LED screens in venues such as shopping malls, theme parks, and hotels. Their most recent work, known as “The Whale and the Waterfall,” recently appeared in front of millions of people in the pedestrianized Times Square. A gigantic whale in the middle of a waterfall, appearing on a 1,400 square meter digital screen, seems to ripple rhythmically amidst the choppy waves, a stand-alone visual that resembles the world’s largest aquarium containing one of the world’s largest mammals .

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The follow-up facility, which will display after the end of “Whale # 2” during the first week of August, is “Waterfall-NYC”. Located outside of One Times Square’s four vertical screens, this room will rise to an impressive height of 102.5 meters (approximately 337 feet tall). It will also be approximately three times the size of the 2008 installation “The New York Waterfalls” previously presented by Olafur Eliasson.

The installation evokes a dichotomous feel, especially for its insertion of natural beauty into the man-made steel and brick structures that occupy the area, creating a visual masterpiece in one of the most vibrant parts of the metropolis la America’s liveliest.

Even before “The Whale and the Waterfall,” Times Square has spent the last few years improving its acting with diverse and eclectic art installations that dazzle the eye. Currently on display throughout August, visitors can participate in a ‘Midnight Moment’ admiring artist Jen West Painted Cat Pirate Movie, a colorful tribute to the public’s permanent fascination with cat videos.

But “Whale # 2” and “Waterfall-NYC”, while being distinctive works of art, take immersive voyeurism to the next level with their impressive technical specifications. Multisensory installations like these are likely to become the norm as more and more creative artists seek to capture viewers through digital advertising. While the recent work of d’strict in Times Square is not intended to promote any particular product or service, it does point to the sophisticated progression of emerging technologies intended to captivate and captivate audiences, making it the ideal next step for advertisers. Think Back to the future II where Marty McFly walks into a town plaza dominated by futuristic cars, flashy architecture, and incredibly realistic advertisements – most notably the 3D shark for the movie “Jaws 19” that almost bites his head.

Maybe this latest d’strict installation is a harbinger of upcoming commercials, or maybe it’s just an inventive and vibrant work of art uniquely set in one of the most consumerists in the country. Either way, the group’s imagination and innovation will continue to impress viewers for years to come, regardless of location.



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