An experiential installation dubbed “Submerge” will allow Pantone fans to dive deep into 2020’s color of the year: Classic Blue.
Visitors will be surrounded by floor-to-ceiling images powered by Barco’s ultra-high resolution pixel laser projection.
“We are adding this layer that surrounds us,” Sandro Kereselidze, art director, Artechouse, told WWD. “It’s kind of augmented. We are living in the digital age, and we see a lot of things from screens. We have never really done anything that can be done outside of the screen and be around you – also touching you.”
The three-week installation is set to see 15,000 people attend, and tickets will range from $17 to $24.
Drinks and merchandise available at the installation will also have augmented reality options. An app will allow visitors to project art on products available for sale as well as five- “Submerge”-inspired blue drinks. Proceeds from tickets, merchandise and more will go to Artechouse, according to a Pantone spokeswoman.
“Submerge” will be located at Artechouse NYC’s location in Chelsea Market’s former boiler room at 439 W 15th Street. It will run through Feb. 23.
In other Pantone news, the company is sponsoring the biannual MAGIC fashion expo, taking place Feb. 5-7 in Las Vegas, Nev.