In a project managed, directed, engineered and installed by DCL (Design Communications Ltd), Float4, an award-winning creative agency specializing in the integration of digital experiences into physical space, designed and produced the digital light spectacle for the inauguration of the Seminole Hard Rock Hotel & Casino. A first in the hotel and leisure industry around the world, the 400-ft tall guitar-shaped hotel is part of a property expansion estimated at $1.5 billion.
Float4’s expertise was brought on by DCL, a Boston-based leading fabricator of architectural specialties including integrated digital media, custom signage, rebranding, wayfinding, and themed entertainment. Float4 assembled a creative team to develop, produce and integrate generative and sound reactive content for the front-facing facade of the Guitar Hotel. Float4 wanted a narrative and theme that evoked an emotional response in the audience. The shows will be a testament to how music has been instrumental in defining the legacy of Hard Rock hotels, restaurants and entertainment properties around the world.
All the content is managed on a single 4 Karat media server from RealMotion’s Gold Series. The front facade of the hotel is both a media system and a dynamic sculpture - the building is lined with 16,800 V-Sticks (video fixtures using high-performance LEDs), which serve as a screen and stage to daily musical showcases. During a show, each V-Stick will light up with different colours, speeds, patterns or directions, depending on the content sequence the Float4 team designed. Float4 worked with DCL and SACO Technologies (a pioneer company dedicated to advancing solid-state LED technology in applications with lighting and media) to program and choreograph the shows. A 3D CAD model of the hotel was created to pixel map each individual V-Stick, including its position on the building, the direction it was facing, and its signal flow.
The Grand Opening spectacle which showcased different decades of musical styles and energies, established the guitar as an architectural icon.
Photo credit: Credit: DCL
Source V2Com
