loading video...

a giant data-driven chandelier rises through 11 stories of warnermedia’s NYC headquarters

algorithmic prow sculpture illuminates warnermedia hq

 

Rising through WarnerMedia’s Hudson Yards headquarters in New York, the giant Prow Sculpture installation offers a monumental immersive brand experience driven by data. Conceived by Rare Volume, ESI Design, and Parallel Development, the generative centrepiece chandelier spans the height of eleven floors, and comprises three concentric LED volumes with 352 rings which create a volumetric visual effect and provide a dynamic canvas.

 

Exuding the brand’s content throughout the space in a luminous, mesmerizing display, a custom developed algorithm pulls colors from WarnerMedia’s movies and TV shows and abstractedly animates them across 258,000 individual LED pixels in real time.

a giant data-driven prow chandelier rises through 11 stories of warnermedia’s NYC headquarters
the Prow is made out of 3 consecutive LED rings | all images courtesy Rare Volume

 

 

a mesmerizing visualization of the brand

 

Set against the backdrop of the Manhattan skyline, the cylindrical Prow sculpture anchors WarnerMedia’s entire brand and HQ experience with a vibrant art installation at its core. An algorithmic software custom developed by design studio Rare Volume analyzes selected video frames from TV shows, movies, and trailers, pulling out the most dominant and saturated hues to play back dynamic particle effects across the Prow’s concentric canvas in real time. The colors dance abstractedly in one of the Rings, Stream, and Fireflies modes. 

a giant data-driven prow chandelier rises through 11 stories of warnermedia’s NYC headquarters
11-story generative Prow sculpture

 

 

The Prow’s two key modes, Visualization and Brand, can be changed in real time via two displays. While the Visualization mode projects WarnerMedia’s entertainment content, with Brand mode, the custom software decodes broadcast-ready media assets on the fly. It analyzes audio and visual content to extract the visual parameters which shape the Prow’s real-time-rendered generative system.

 

The sculpture is also integrated with a Prow Plaque, wherein docents can control the sculpture’s modes and source media through a digital interface located at both the top and bottom floors of the Prow. When idle, the interface displays information about content that is being showcased on the LED sculpture.

a giant data-driven prow chandelier rises through 11 stories of warnermedia’s NYC headquarters
docents control the sculpture’s modes and source media through a digital interface

giant-data-driven-chandelier-11-stories-warnermedia-nyc-headquarters-rare-volume-designboom-3

a giant data-driven prow chandelier rises through 11 stories of warnermedia’s NYC headquarters
the sculpture is made of 258,000 individual LED pixels

a giant data-driven prow chandelier rises through 11 stories of warnermedia’s NYC headquarters
Fireflies mode

giant-data-driven-chandelier-11-stories-warnermedia-nyc-headquarters-rare-volume-designboom-1

a giant data-driven chandelier rises through 11 stories of warnermedia’s NYC headquarters
Streams mode

a giant data-driven chandelier rises through 11 stories of warnermedia’s NYC headquarters
Rings mode

 

 

project info:

 

name: WarnerMedia Global HQ Prow Sculpture
designer: Rare Volume, ESI Design

engineering: Parallel Development 

client: WarnerMedia 

 

 

designboom has received this project from our DIY submissions feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.

 

edited by: ravail khan | designboom

KEEP UP WITH OUR DAILY AND WEEKLY NEWSLETTERS
suscribe on designboom
- see sample
- see sample
suscribe on designboom

PRODUCT LIBRARY

a diverse digital database that acts as a valuable guide in gaining insight and information about a product directly from the manufacturer, and serves as a rich reference point in developing a project or scheme.

X
5