As part of a week of events celebrating the opening of the new EDITION hotel in Times Square, Ian Schrager has commissioned a public-facing art installation in collaboration with multimedia design studio Sila Sveta that pays homage to Alexander McQueen’s iconic Spring 1999 fashion show. Specifically, the moment when model Shalom Harlow was spun on a wooden platform as two giant robotic arms sprayed her and her pristine, white dress with black and yellow paint.
Schrager’s version took fashion insiders like Alex Lundqvist, Faith Lynch, Eric Rutherford, Ty Hunter, and Ashley Haas and put them in white, Edition-branded jumpsuits before placing them on a circular dais where they were spun around as two robotic arms covered them in purple, orange, and black paint.
Videos of the participants will run on the massive Jumbotron billboard on the corner of 47th and Broadway every hour until March 25, with the robotic installation itself being opened up to the public on March 13 from 1-6pm.
“We wanted to bring something unforgettable to Times Square and to create an iconic moment to mark the opening of The Times Square EDITION,” said Schrager. “The activations will be unique visual experiences that the public can take part in to celebrate this momentous occasion.”
“Billboards are an important medium in contemporary public art,” said Sila Sveta’s Polina Zakh. “We want to augment the architectural environment with these new site-specific works for the neighborhood. All of our pieces are truly inspired by what we call, ‘perfect moments in time’. Some of them are weird. Some are simple. Some are provocative. We challenged ourselves to redefine this historically commercial intersection and to establish a new visual dialogue with the city.”
Check out more awesome pics of the installation below and be sure to stop by and experience it for yourself on March 13.