Montreal’s Moment Factory, now renowned for its innovative audio/video installations, has been lighting up Broadway in advance of Sunday’s Super Bowl game, transforming the side of Macy’s flagship store, the number one department store in the United States, by retail sales.
The NFL invited Moment Factory to install Super Bowl Virtual Theater in the heart of Manhattan, anchoring the stretch of Broadway between 34th and 47th Streets which has temporarily been renamed Super Bowl Boulevard.
Although Moment Factory’s highest profile gig to date also has a Super Bowl affiliation, Madonna’s halftime show, their most recent projects have been international in scope, putting up lightshows on Barcelona’s Sagrada Familia and the Atlantic City Boardwalk Hall, as well as setting up an interactive sound and light show in a new pavilion in a new terminal at Los Angeles’ international airport.
Like those other installations, Moment Factory has taken into account the unique environment and architecture of their installation’s location. The show itself is thematically divided into a five-act narrative, focusing on the geographic rivalry, the history of football, and the influence of winter.
It took six months for Moment Factory to develop the Super Bowl Virtual Theater, incorporating both low-tech 20th century formats such as Super 8 film and the newest high-definition video. The total projection surface area is 3,390 square feet.