Rare Volume designed an 11-story generative sculpture for WarnerMedia’s New York headquarters in Hudson Yards.

Clients & Partners: ESI Design, X2O, Parallel Development, Antfood, WarnerMedia

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 WarnerMedia shows and films are algorithmically interpreted as animated art.

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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.

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Design

Creative Direction
Art Direction
Visual Design
Motion Design
Interactive Design

Technology

Technical Direction
Front-end Development
System Architecture
AV Specification

Implementation

Project Management
Installation
Deployment
Systems Training
Maintenance & Support

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