GUGGENHEIM'S CREATIVE VIDEO PROJECTION FOR THE BIENNIAL YOUTUBE PLAY

Guggenheim YouTube Play Projection Installation. Image by Dawn Elardo for The NewsGallery

By: Dawn Elardo

Last night The NewsGallery crew decided to check out the exterior projection on one of the most popular museums in the world:  Guggenheim New York.  The museum held a live-streamed event to announce the 25 finalist of amongst about 23,000 submissions of YouTube videos.  The winner of the new media tournament will win a coveted exhibition at the Guggenheim.  This is a first for the art institution to focus its main exhibition dedicated solely to social media installments; and it will be based on the winner of this competition.    (Video of the Guggenheim Light Show after the jump)


We were also curious to see how the art institution would translate the promotion for the launch of the YouTube Play Biennial Contest (pictured above and captured in the video and images below).  As a graphic accessory for the celebration, the museum is currently showcasing Light Projection on the exterior of the art residence, provided by Obscura Digital Inc.  We thought it was quite a treat to witness the Guggenheim in an entirely different and animated light, and also wondered:  What would architect Frank Lloyd Write have thought of imposing such a projection upon one of the most important structures he built.


Have a look at some shots we took and watch our fabulous video, (which captured more or less the entirety of the show).  The installation will be up again this evening October 22nd, from 6pm to 10:30 pm, so there's still a chance to see it in person!  

Guggenheim YouTube Play Projection Installation. Image by The NewsGallery

Guggenheim YouTube Play Projection Installation. Image by The NewsGallery

Guggenheim YouTube Play Projection Installation. Image by Dawn Elardo for The NewsGallery

Guggenheim YouTube Play Projection Installation. Image by The NewsGallery

Obscura Digital targets mainly companies belonging to the Fortune 500.  The 10 year old creative agency provides impressive large-scale video projections as a marketing technique--intended to create a monumental buzz that caters towards their client's particular type of event.

YouTube Play: A Biennial of Creative Video 
Guggenheim Exterior Projection

October 21, 2010
Video by The NewsGallery