Target Interactive Breezeway

Submitted by Electroland LLC

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Client: Target

Location: New York, NY, United States

Completion date: Jan 01, 2005

Artwork budget: $1,000,000

Project Team

Principal

Cameron McNall

Electroland LLC

Partner

Damon Seeley

Electroland LLC

Overview

Electroland created a branded space for the Target Corporation in the newly reopened observation deck top floor of Rockefeller Center. Individuals who enter the space are assigned a “personality” by a 3-D tracking system and have individualized light patterns and sounds follow them around the space.

Goals

Target presented a two-year branding opportunity to host a highly-trafficked room at the top floor observation deck of Rockefeller Center in New York City. They wanted a fun interactive experience with a minimum of overt branding.

Process

This project is the first in the world to feature "persistent tracking", where individuals in a space can are individually and persistently tracked. Many years later, all other tracking systems still only track "blobs" where no data can be attached to individuals. Electroland worked with top technologists from Stanford and other engineers to employ special cameras and to write custom software code.