Pantone, Artechouse Paint Digital Art Experience

The art experience was produced by Artechouse in collaboration with Intus Interactive Design.
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February 4, 2020


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


. “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


fashion expo, taking place Feb. 5-7 in Las Vegas, Nev.

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