Archive for September 12th, 2007

Target Interactive Breezeway at Rockefeller Center, New York

Electroland, Rockefeller Center, New York, 2001

Electroland has designed a unique Target branded interactive experience adjacent to the newly reopened Rockefeller Center top floor observation decks. The Interactive Breezeway engages pedestrians in an ephemeral interactive encounter where their position and paths are traced by colorful avatars and effects.

The glowing ceiling and walls are composed of individual LED pixels and white LED backlights. The overall assembly provides for an experience that registers well during the day and provides ambient light in the evening. Target’s brand is represented by Target bullseye logo light fixtures integrated with the interactive pixel array.


Electroland, Hollywood, USA, 2001Large-scale sculptures of iconic movie scenes are strategically situated to cast shadows onto the walls of nearby buildings, all of which house movie-making activities, resulting in shadows returning to the site of their production.

The movie scenes include The Wild Bunch, Warlock, North By Northwest, The Magnificent 7, One Million Years B.C., Easy Rider, and “The End” credit for Casablanca.

All shadows are viewable approximately 90 minutes from sunset.
This project has been embraced by the surrounding Hollywood community, and is currently supported by the Hollwood Media District B.I.D. Most of the projects are still extant and may be found on the following map.

The Burble is a massive structure reaching up towards the sky, composed of approximately 1000 extra-large helium balloons each of which contains microcontrollers and LEDs that create spectacular patterns of light across the surface of the structure.

Burble London, open to the public to celebrate London Fashion Week, will lift-off at 8pm sharp on Sunday September 16, 2007 at Holland Park, London.

The Burble Cloud

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