Location: Marfa, TX, United States
Completion date: 2017
Artwork budget: $350,000
AKA Media System
Concept Design and Art Direction
How do you capture the feeling of a road trip inside of a sculpture? Horizon was created to celebrate the launch of Cadillac’s Rear Camera Mirror, an industry-first technology that gives drivers a live feed of the road and vehicles behind them as they drive. Cadillac hoped to put this technology directly into the hands of consumers to show them firsthand the quality of the HD screen and how seamlessly the display was integrated into the mirror.
The team at Sitara Systems worked with Cadillac, along with their partners Gentex Corporation and Interview Magazine, to design an interactive experience that used these Rear Camera Mirrors for an event at Marfa Film Festival. Our final concept was Horizon, an augmented reality sculpture that utilized the Rear Camera Mirrors as physical portals into a virtual world.
We created a virtual world based on the landscape of Marfa, complete with its own night and day cycles, that lived “inside” of the sculpture’s central ring. While the scene was invisible to the naked eye, turning a Rear Camera Mirror to the video feed transformed the mirror into a portal that showed you the high-definition 3d landscape.
To introduce their new Rear Camera Mirror technology, Cadillac sought to create an artwork that shows they’re not just leaders in innovation, but a true collaborator in the art and design space.
Sitara Systems worked with Cadillac’s Content Marketing theme to develop a concept based on the idea of a road trip — thinking about the physical and metaphorical places that a road trip will take you, and the boundaries between your experience inside the vehicle and out, what is visible, and what remains unseen. In other words, a Horizon.
Horizon is an augmented reality sculpture comprised of 200 Rear Camera Mirrors. The mirrors form a floating ring; inside of this ring exists a three-dimensional digital space inspired by Marfa. Visitors can interact with the sculpture by adjusting each mirror to give them a new point of view into the virtual world inside the ring.