CR Blog
Target's kaleidoscopic spectacular at The Standard
Posted by Patrick Burgoyne, 19 August 2010, 10:43 Permalink Comments (9)
To promote Target's new clothing range, Mother New York staged a multicoloured light show in 155 rooms of New York's Standard Hotel
Ever since it opened in 2009, New York's Standard Hotel has attracted (and even encouraged) its fair share of exhibitionists. The hotel's huge windows are clearly visible from the street and the High Line Park which runs underneath. Cue all kinds of shenanigans.
To promote Target's autumn/winter fashion range, Mother New York took over 155 south-facing rooms at the hotel last night to create its Kaleidoscopic Fashion Spectacular, which also featured a runway show at ground level.
The whole south side of the hotel was lit up in a choreographed light and dance show, with performers in 66 of the rooms.
The official Facebook page here has some fairly low quality video shot 'as live' but this gives you a flavour:
As does this lighting test:
Also, check out photos from last night here.
We will post better quality footage once it becomes available.
The event was not without controversy. Target has recently been criticised by the gay and lesbian community for making a financial contribution to Minnesota Forward, a political action committee that supports Minnesota Republican gubernatorial candidate Tom Emmer, an opponent of gay marriage and gay rights. As a result, various groups were planning protests at the event last night.
9 Comments
Wow, I have always wanted to do this, but not working for Mother with huge Mother Ucking accounts has thwarted me so far!
Well done to the guys and gals involved, great installation, great disruption.
Looking forward to seeing the proper footage.
2010-08-19 14:59:54
100% rad!
2010-08-19 15:07:33
being a part of this project has been the most amazing experience -
i"ll remember it forever. not every day that you get to dance up at a
window 10 stories high over a massive crowd. what a rush!
i can't quite put into words how happy and proud i am to have been a part of this.
2010-08-19 17:58:00
Wonderful - but much as we all love Mother I'm sure that they didn't design, build, code and co-ordinate this installation. A good deal of talent to took this from concept to realisation so let's have some creative credits, please - whoever IS responsible certainly deserves to be recognised.
2010-08-20 10:12:15
Very very good- as an older creative, reminds me of the original film they made for Jailhouse Rock
2010-08-20 12:51:30
remind anyone of this...
http://www.youtube.com/watch?v=FxxWGj2GAD4
2010-08-20 13:01:16
I actually suggested a very similar idea (using the windows of skyskrapers, while controlling them) for Vodafone, but it was rejected, because too unoriginal. Actually I have to admit that my CD was right, since the very first originators of that kind of idea was the Chaos Computer Club in Berlin in 1981!
Seeing is believing:
http://dasalte.ccc.de/xxccc/blinkenlights.html
Now there even is a sub group doing that regularly:
http://blinkenlights.net/
2010-08-20 17:32:32
Thinking about it is one thing,actually making it happen is what it,s all about!!!!!
Well done Mother and team for bringing such a complex but fun idea to the centre of Manhattan and brightening up our evening.
2010-08-21 15:11:01
Mental
2010-08-30 10:23:27
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