Microsoft tasked us to craft how to utilize the Culture Wall at the NYC flagship store to create an artistic reflection of what technology can bring to the community in an artistic sense. To create a unique presence within one of the busiest cities in the world that would strike a positive chord with locals and tourists alike.
We collaborated with local artists to bring architecture to life in a digital and dynamic format, and as a way to foster a more personal connection between Microsoft and the community.
CULTURE WALL - TABOR ROBAK
Digital artist Tabor Robak was the first artist collaboration to be featured on the Culture Wall, with more local New York-area artists' work to come. The result is a living, breathing, dynamic digital exhibition that is non-commercial in nature, which underscore Microsoft’s long-standing commitment to pushing the limits of creativity and universal empowerment.
For the launch of their retail store in NYC, Microsoft wanted to create an emotionally-charged story that captured the city’s essence, we looked to themes of the everyday, of the unexpected, of humanity throughout the city. These combined themes came to life as our LED anthem piece.
Alongside the LED theme, the in-store Artist Series came to life by showcasing some of the city’s best performers captured in slow-motion against iconic locations which acted as vibrant additional characters in our pieces.
Since 2016, Mod Op has worked alongside the Microsoft Retail team to establish opportunities that elevate the in-store creative themes, and help improve upon the overall customer experience. This ongoing collaboration allows us to work as a true extension of the Microsoft team, their outside vendors, and the various artists that Microsoft commissions.