MIAMI – December 7, 2011 – This past weekend at Miami Beach’s Art Basel, the international art festival’s first-ever 3D art installation transformed Ocean Drive’s famed Tides Hotel into Art Basel’s largest canvas at more than 8,000 square feet. Inspired by the famous graphic design style seen in 1980s and early 1990s video games, now referred to as 8-bit art, the installation was presented by Hyundai and created by Pearl Media, a non-traditional media and production company specializing in groundbreaking media and art experiences.
The installation utilized Pearl Media’s proprietary 3D architectural mapping technology to project a montage of 8-bit gaming graphics onto the façade of the Tides Hotel. Choreographed to a brand new song called “fzzt&furiouz” by popular 8-bit genre band, Anamanaguchi, the 3D 8-bit images interacted with elements of and were projected off of the Tides’ architecture. The entire process combined state-of-the-art, high-powered projectors, lighting, sound, shadows and animation to offer viewers a never-before-seen look at a unique 8-bit masterpiece, all without the use of 3D stereoscopic glasses. The installation was seen by thousands of art enthusiasts and now lives on via viral video.
“This 3D outdoor art experience gave Hyundai the opportunity to combine music and technology – two cornerstone features of the Veloster – with art. This experience entertained those that attended Art Basel, while also having an online presence as well,” said Steve Shannon, Vice President of Marketing at Hyundai Motor America. “Art Basel is known for breaking the mold and embracing the new, making it the ideal place to showcase this unique, revolutionary 3D technology art on Ocean Drive,” said Josh Cohen, President and CEO of Pearl Media. “With such an artistic audience, we think the creative 8-bit graphics of the 3D installation blended with the incredible features of Miami Beach’s Tides Hotel truly captivated passers-by.” Pearl Media is a leader in 3D architectural mapping, having created large-scale projections for clients including Lexus, THQ and Fox Home Entertainment. The 3D art installation at Art Basel took place on Friday, December 2 and Saturday, December 3 and was the first of two installations Pearl Media has created for Hyundai. Part of a live commercial shoot, the second 3D architectural mapping installation will take place adjacent to Santa Monica, California’s famed Third Street Promenade at the Clock Tower (221 – 225 Santa Monica Boulevard) today, December 7 and Thursday, December 8 from 8 to 11 p.m. PT. The projection will interact with music being spun by renowned DJ, Porter Robinson.
