Sila Sveta’s Jumbotron Takeover for The Times Square EDITION
Jan. 24, 2020
By: Eliza Jordan
On view now at Ian Schrager’s latest hotel, The Times Square EDITION, is an enormous digital project by Sila Sveta—the multimedia design studio focused on interactive media, production, and conceptual design through digital art and technology. The public-facing video projects, projected on Jumotron billboards on the corner of 47th Street and Broadway, meet pedestrians with captivating videos that pay homage to the late Alexander McQueen’s 1999 fashion show. Tomorrow, the art project is set to reveal an interactive robotic experience from 1–6 p.m.
Between March 11–25, the installation will come to life each hour, giving Times Square back a piece of its original artistic expression with billboards.
“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,” said Creative Producer Paulina Zakh at Sila Sveta. “All of our pieces are truly inspired by what we call, ‘perfect moments in time.’ Some of them are weird. Some are simple. Some are provocative. We challenged ourselves to redefine this historically commercial intersection and to establish a new visual dialogue with the city.”