EDITION Hotels ╳ Sila Sveta ╳ Times Square
Robotic art projects and 3-D billboard installations by Sila Sveta are attracting New Yorkers to Times Square
“Times Square is contemporarily known as the one-stop destination for tourists and the one spot New Yorkers avoid with more vigor than jury duty. Legendary Studio 54 founder and luxury hotelier Ian Schrager (@ianschrager), however, is seducing New Yorkers back to the area with the commissioning of two public-facing art projects located on the Jumbotron billboard on the corner of 47th and Broadway in celebration of the opening of The Times Square EDITION (@timessquareedition) “
“We wanted to bring something unforgettable to Times Square and create an iconic moment to mark the opening of The Times Square EDITION. The activations will be unique visual experiences that the public can take part in to celebrate this momentous occasion.”
“The new billboard project features a glowing display of urban media art that fuses classic depictions of art and nature with modern technology. Schrager is collaborating with Sila Sveta, the New York-based multimedia design studio that has produced installations for the MET Gala, to bring back the sophisticated glitz and high romance that Times Square was once known for in the 1940s and 50s. What is now blocks of fast food chains and naked cowboys was once a destination for New Yorkers themselves, lined with nightclubs where one could spin to the sounds of Doo-Wop at the start of the evening then end it with a nightcap accompanied by Frank Sinatra.”
Text by Document Journal (@documentjournal)
“Billboards are an important medium in contemporary public art. We want to augment the architectural environment with these new site specific works for the neighborhood”