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Moment Factory Brings SuperReal Experience to Cipriani 25 – WWD

SuperReal at Cipriani 25

New York’s gala scene is effectively into its annual summer time break, however there’s nonetheless loads of motion inside Cipriani 25. For the month of August, the downtown occasion area will host SuperReal, an immersive digital artwork exhibition created by multimedia manufacturing company Second Manufacturing unit.

Riffing on the structure and historical past of the landmarked constructing, the Montreal-based studio was impressed to create an experiential set up exploring the intersection of recent and previous applied sciences. The exhibition, with a 45-minute run time, incorporates projection mapping and large-scale multimedia artwork, main guests via 5 distinct interactive environments within the area. One of many environments, “Imagination Pollination,” presents a brand new means of trying on the venue, as blinking lights hint the architectural detailing.

“We thought it’s such an interesting thing right now to juxtapose layers onto reality, because where the future’s tending to bring us is the digital and the physical worlds are merging so that they’re indistinguishable,” mentioned Second Manufacturing unit cofounder and govt artistic director Sakchin Bessette. “We’re adding layers of virtual reality to everything and other realities to our world — whether it’s the Internet, which is becoming as real as reality, or if it’s entertainment.”

Whereas the blurred boundaries of actuality are sometimes trigger for alarm and have a tendency to obtain a extra tepid interpretation by artists, SuperReal takes an optimistic method to the way forward for human experiences and interactions in a digital setting.

“We want people to be inspired, we want people to leave in awe,” Bessette mentioned. “I think to make the world a better place we need to experiment in doing that. And we need to contribute — and not just critique all these new technologies, but actually find ways to engage with them.”

SuperReal at Cipriani 25

SuperReal at Cipriani 25 
Second Manufacturing unit

SuperReal at Cipriani 25

SuperReal at Cipriani 25 
Second Manufacturing unit

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