// arthitectural / Architecture / Moment Factory | Super Bowl Virtual Theater

Moment Factory | Super Bowl Virtual Theater

Architecture Moment Factory | Super Bowl Virtual Theater

Moment Factory is helping Super Bowl Boulevard come alive with a spectacular multimedia show projected on the outdoor façade of Macy’s Herald Square on the evenings leading up to Super Bowl XLVIII. Following the success of multimedia shows Moment Factory created on Barcelona’s Sagrada Familia and the Atlantic City Boardwalk Hall, as well as their visuals for Madonna’s Halftime Show during Super Bowl XLVI, the company was approached by the NFL and world-renowned event organizers PPW to create Super Bowl Virtual Theater in the heart of New York City.

Moment Factory | Super Bowl Virtual Theater

© courtesy Moment Factory

The prestigious commission is a main attraction on Super Bowl Boulevard, a thirteen-block initiative which takes over one of the world’s most famous urban walkways: Broadway, from 34th to 47th Streets. Every half hour from 5:30 to 9:30 p.m. between January 29 and February 1, the iconic Macy’s storefront becomes a canvas for an eight minute multimedia celebration. The show’s visuals feature original footage, 2D and 3D animation, and special e!ects. Images morph, come out of the “screen” and grab you, an engaging experience that’s as exciting as football itself.

Super Bowl Virtual Theater – Teaser from Moment Factory on Vimeo.

Like most of Moment Factory’s large scale shows, Super Bowl Virtual Theater required the collaboration of the company’s multicultural in-house team, including technology, motion design, and management, as well as proven expertise in conceptualizing and creating these highly engaging environments. And, while designing special effects, the artists worked in consideration of Macy’s unique architecture, and the urban setting of the show.

Moment Factory | Super Bowl Virtual Theater

© courtesy Moment Factory

Moment Factory’s multimedia artists developed the five-act narrative around the idea of fusion. The storyline explores the coming together of the game’s two hosts, New York and New Jersey; football’s exhilarating history, present and future; and the embrace of winter as a force in this year’s game. It also celebrates the teams competing, and legendary NFL players who unite to triumph over perceived physical limits and achieve the impossible.

Throughout the six-month creation process of Super Bowl Virtual Theater, the artists worked with NFL Films to source stunning archival footage ranging from 8 millimeter to digital. A powerful soundscape features music inspired by the spirit of football and the hip-hop and rock legacies of New York and New Jersey. The original soundt rack also incorporates NFL orchestration, emphasizing the sport’s heroic legacy. From conception to production, Moment Factory’s epic celebration of football goes beyond the sport itself to ignite our faith in teamwork, the triumph of the human
spirit, and a force greater than ourselves.

Moment Factory | Super Bowl Virtual Theater

© courtesy Moment Factory

Facts
– Some highlights of the 2013-14 season are included in the show – for example the snowstorm that hit a game in Philadelphia.
– More than 150 stars are featured, including NFL greats like Barry Sanders, Jerry Rice, Brett Favre, Dick Buktus, Johnny Unitas and Jim Brown.
– More than 40 hours researching archival NFL footage.
– The show is projected on a surface of 3390 square feet.
– More than 15 people worked on the design and the production.
– 6 months of work.
– Macy’s is the biggest US department store company
by retail sales.

Location: New York City, USA
Architects: Moment Factory
Photos: courtesy Moment Factory
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