Hyundai Presents Art Basel’s Largest Canvas Ever

Gail Chiasson, North American Editor

Miami Beach’s Art Basel, an international art festival, earlier this month enjoyed its first 3D art installation which transformed Ocean Drive’s famed Tides Hotel into the festival’s largest canvas at more than 8,000 sq. ft..

Inspired by the famous graphic design style seen in 1980s’ and early 1990s’ video games, now referred to as 8-bit art, the installation was presented by Hyundai and created by Pearl Media, non-traditional media and production company. The program was conceived by media agency Initiative and their Innovations group.

The installation used Pearl Media’s proprietary 3D architectural mapping technology to project a montage of 8-bit gaming graphics onto the façade of the Tides Hotel.

Choreographed to a brand new song called ‘fzzt&furiouz’ by popular 8-bit genre band, Anamanaguchi, the 3D 8-bit images interacted with elements of and were projected off of the Tides’ architecture.

The entire process combined state-of-the-art, high-powered projectors, lighting, sound, shadows and animation to offer consumers a unique 8-bit masterpiece, all without the use of 3D stereoscopic glasses. The installation was seen by thousands of art enthusiasts and now lives on via viral video.

“This 3D outdoor art experience gave Hyundai the opportunity to combine music and technology – two cornerstone features of the Veloster – with art,” says Steve Shannon, vice-president marketing, Hyundai Motor America. “This experience entertained those that attended Art Basel, while also having an online presence as well,”

“Art Basel is known for breaking the mold and embracing the new, making it the ideal place to showcase this unique, revolutionary 3D technology art on Ocean Drive,” says Josh Cohen, president and CEO, Pearl Media. “With such an artistic audience, we think the creative 8-bit graphics of the 3D installation blended with the incredible features of Miami Beach’s Tides Hotel truly captivated passers-by.”

Pearl Media has also created large-scale projections for such clients as Lexus, THQ and Fox Home Entertainment. The art installation at Art Basel took place Dec. 2 and 3, and was the first of two installations Pearl Media has created for Hyundai.

Part of a live commercial shoot, the second 3D architectural mapping installation was scheduled to take place adjacent to Santa Monica, California’s famed Third Street Promenade at the Clock Tower Dec. 7 and 8, interacting with music spun by renowned DJ, Porter Robinson.

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