Target Interactive Breezeway

Target Interactive Breezeway

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Target Interactive Breezeway High atop New York’s Rockefeller Center is a unique, interactive space that takes the capabilities of intelligent LED lighting to new creative heights. Conceptualized by Electroland of Los Angeles, the Target Interactive Breezeway is an imaginatively lit passage that connects the Center’s top-floor observation decks. Its intention is to engage visitors as they pass through by tracing their movement with intelligently controlled light. How better to achieve this ambitious concept than with LEDs?According to Electroland partner Damon Seeley, “Color Kinetics’ LED-based fixtures were the only technology that could effectively deliver the full RGB spectrum in a small package, while keeping power consumption to a reasonable level.

 

A TARGET-BRANDED INTERACTIVE EXPERIENCE INSTALLED ADJACENT TO THE NEWLY REOPENED ROCKEFELLER CENTER TOP FLOOR OBSERVATION DECKS. THE INTERACTIVE BREEZEWAY ENGAGES PEDESTRIANS IN AN EPHEMERAL INTERACTIVE ENCOUNTER WHERE THEIR POSITION & PATHS ARE TRACED BY COLORFUL AVATARS & EFFECTS. THE GLOWING CEILING & WALLS ARE COMPOSED OF INDIVIDUAL LED PIXELS & WHITE LED BACKLIGHTS.
THE OVERALL ASSEMBLY PROVIDES FOR AN EXPERIENCE THAT REGISTERS WELL DURING THE DAY & PROVIDES AMBIENT LIGHT IN THE EVENING. TARGET’S BRAND IS REPRESENTED BY ITS BULLSEYE LOGO LIGHT FIXTURES INTEGRATED WITH THE INTERACTIVE PIXEL ARRAY.




 

Target interactibe breezeway
This is an unusal experimental space for environmental interactivity, located in the newly reopened 69th floor observation deck of Rockefeller Center. Visitors to the space create a three-dimensional fusion of human motion and light. It represents an attempt to translate video game interacivity, computer intelligence and personalized electronic experience into an environmental experience.
Ambient sounds reinforce the movement of the light patterns through the space. The room measures 20 feet by 20 feet in plan, and is 8 feet tall. The four stereo vision cameras sent location data to a central computer where with special software written to respond to this data and to create the light patterns. The lights are controlled via a proprietary form of DMX. Audio speakers are concealed in the ceiling.
emhemeral display The walls and ceiling are lined with a 4- inch “intelligent skin” layer of LEDs behind translucent white glass, containing 9,000 white LEDs to provide an ambient white glow, and over 18,000 addressable RGB-capable LEDs that are capable of creating a wide variety of patterns and intense immersive light effects.
people sensing The tracking system is a revolutionary advance in environmental sensing, as the data from four stereo video cameras is combined to locate and individually track up to 40 visitors as they enter and walk around the space. Upon entry each visitor is automatically assigned a “personality” by a 3-D tracking system and is in turn followed by individualized light colors and patterns. This advanced level of personal tracking is unprecedented and promised new levels of personalized environmental interacivity.
intelligent scaling Form and response remain in flux according to need and activity.
A control computer scales and alters patterns and sounds diminish to maintain clarity of experience for the individual visitor.
reprogrammable The designers in Los Angeles are able to continuously monitor this New  York space remotely via a live webcam and high-speed internet connection, and are able to upload and adjust new patterns remotely. New response patterns are tested on a regular basis.
body as interface Despite the layers of technology, the experience of the room is easy to appreciate and rewarding for all ages and types of visitors. Distracted visitors may only notice the patterns and colors as they walk through, and may not realize they are unwittingly the performers and generating source of the patterns, while others who pause to study and physically engage the room will be rewareded with many discoveries.

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