Last night, it seemed like everyone in NYC was talking (and tweeting) about one thing: The Standard Hotel. Funded by Target, Mother NY and LEGS took over the Standard as the stage for a Kaleidoscopic Fashion Spectacular — an LED light and fashion show with enormous ambition and success.
Hot off of VMA nominations for their Florence and the Machine video, LEGS continues to blur the line defining the modern director. This latest feat turned 155 rooms (with 66 dancers inside) into pixels, backed by a 30 piece orchestra, as they animated the hotel’s southern facade to bring a live experience to the streets. In attempt an artistic democracy, Target even distributed 1,500 binoculars and had the music available on a toll-free number for those not close enough to hear.
Aside from the exceptional creative and production merits of this work, it’s encouraging to see brands like Target stepping up and financing non-traditional curation (by Mother NY) and innovation much like Intel has entrusted VICE with it’s currently touring Creators Project. As old mediums retire, new ones are born and those who find ways to tell stories within new structures will continue to push our “blurring” industry forward whilst finding new ways to create.
Check out some photos as we await more video and extras about the night and feel free to share any content you may have captured in the comments.
Update: Check out some behind the scenes from lighting animator, Michael Figge, from the team at Eight VFX.