Alvin Groen, interactive director at Rare Volume in NYC: “We recently completed the design and installation of an 11-story generative sculpture for WarnerMedia’s New York headquarters in Hudson Yards.

“Set against the backdrop of the Manhattan skyline, the Prow Sculpture is made of 258,000 individual LED pixels. Its concentric rings create a volumetric visual effect, providing a dimensional canvas where WarnerMedia shows and films are algorithmically interpreted as animated art.

“Custom software decodes broadcast-ready media assets on the fly, analyzing audio and visual content to extract the visual parameters which shape the Prow’s realtime-rendered generative system.

“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.”
 
 

 
Client: ESI Design, WarnerMedia

Production: Rare Volume
Creative Director: Jonathan Kim
Technical Director: Andrew Bell
Head of Production: Allison Keiley
Executive Producer: Jillian Stevens
Producer: Grace Park
Design/Motion: Robert Hodgin, Alvin Groen, Vinicius Naldi
Developers: Paul Houx, Greg Kepler