Warner Bros.
Discovery Prow

Rare Volume designed an 11-story generative data sculpture for Warner Bros. Discovery’s New York headquarters in Hudson Yards

Clients & Partners: ESI Design, X2O, Parallel Development, Antfood, Warner Bros. Discovery

Prow Sculpture

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 dimensionalized canvas across which Warner Bros. Discovery’s 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.

Prow Plaque

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.