Live Design’s article on SenovvA’s projection mapping installation for Red Bull in downtown Miami’s Bayfront Park for Ultra Music Festival 2012.
SenovvA orchestrated a huge projection mapping installation for client Red Bull in downtown Miami’s Bayfront Park during the Ultra Music Festival, resulting in one of the largest and longest running urban projection ever produced in the US.
The installation, Red Bull Mind Meld, was projected on the exterior surface of the InterContinental Miami hotel and visible for miles by nearly 200,000 electronic music fans, countless curious residents and visitors, and broadcast worldwide to over a million fans on UMFTV.
SenovvA and Integrated Visions Productions (IVP) worked with Red Bull to create a proprietary display that would lift both the brand and the festival to stratospheric heights, in both live music and in technology circles. IVP developed more than 30 custom 3D animation modules, integrating cultural and extreme sports footage from the Red Bull content pool into the projections. The SenovvA-produced installation was the canvas for the visual announcement of Madonna’s surprise, and first, appearance on the second day of the festival during the headline set by Avicii. Madonna’s creative team sent logo files for the release of the pop icon’s upcoming album MDNA just days before the performance, the projection of which the content and production teams coordinated precisely to her climactic stage entrance.
The installation featured a massive overall surface area of nearly 15,000sq-ft. and covered 29 stories of the hotel. “We don’t see limitations in what we do,” said Bryan A. Edens, producer & director of marketing for SenovvA. “We strive to make the extraordinary possible. The Ultra and Red Bull teams gave us precisely what we needed to produce a dynamic, game-changing installation; the new media version of the Cinema Paradiso guerilla projection scene. We’re coming at you live; wait until you see what we have in store.”
Published: May 8, 2012