On May 31st, yU+co founder/artist Garson Yu staged The Interactive New York (T.I.N.Y.), a large-scale interactive multimedia public art installation at the Marina at Pier 57, to run from May 31 – June 16. The award-winning video artist conceived of and executed the multi-media installation, which interacts with all senses of participants as they walk through a massive space the length of a subway train, created from shipping containers. Featuring the latest in video projection, interactive sound and motion technology, the multi-sensory installation captures the essence of life on the streets and subways of New York.
Award-winning LA design firm yU+co lent its production and technical support to the installation, seeking to demonstrate to marketers the power of technologically advanced art installations to connect with audiences and make a profound impression.
“We work with the major film studios as well as ad agencies and television networks, and clients are constantly searching for innovative ways to creatively brand their product,” says Carol Wong, Executive Producer at yU+co. “In a media environment where audiences are bombarded with marketing messages on an endless variety of screens, art is becoming an increasingly popular way to engage people and encourage them to participate. When executed properly, the media value of branded art installations can be exponentially higher than traditional advertising,” adds Wong.
Artist Projects images & Sounds To Capture Feelings and Memories of the City
Artist Garson Yu began his art career in New York, and draws upon those early impressions, as well as contemporary imagery, in the T.I.N.Y installation. Capturing New York City as a living organism, the experience features shipping containers arranged inside a warehouse, linked end to end length-wise like a subway train. Visitors enter through one end and pass through the containers, much like walking through the cars of a subway. Inside the ‘cars,’ moving images of everyday life in New York are projected along either side, immersing the visitor in scenes and sounds from the subway, the streets and from childhood memories. An ambient audio track captures the rhythmic rumble of a subway train, layered with diverse city sounds. Interactivity occurs when visitors are encouraged to yell and make vocal sounds into microphones that trigger the motion of the visuals. Another level of participation is found in a sound hunt, where participants are prompted to search for audio “easter eggs” hidden throughout the installation. The participants will discover isolated sounds and use what they hear to craft their own unique story by piecing the sounds together. They will write down their stories to contribute to the collective memory of T.I.N.Y. participants.
The “magic carpet” sculptural installation of 36 hanging shipping containers was designed by Madrid based architecture firm CH+QS Arquitectos. Major support for the installation was also provided by projection powerhouse Christie Digital.
About yU+co
Since its inception, yU+co. has evolved from a design studio specializing in film title sequences to a global award-winning firm that offers design and production services for feature films, television, commercials, gaming and new media. Our story-driven approach to design inspires marketing solutions that engage consumers with brands and captivating narratives that entertain viewers across multiple digital platforms.
With offices in Hollywood, Hong Kong and Shanghai, yU+co. boasts an international talent roster that includes directors, designers, producers, animators, writers, programmers and visual effects artists. The diversity of our talent pool creates a wellspring of cross-cultural ideas and experiences that adds depth and originality to every project we work on.
About Garson Yu
Garson Yu was born in Hong Kong, and immigrated
