The SuperReal immersive experience by Moment Factory and Cipriani has reopened in New York City. Originally launched in 2019, SuperReal has been closed since the start of the COVID-19 Pandemic in early 2020.
“SuperReal seems even more relevant and meaningful after this crazy time of worldwide isolation,” says Sakchin Bessette, Moment Factory’s Co-founder and Executive Creative Director. “We are excited to bring people together physically again and to share this inspiring, delightful, and optimistic immersive experience.”
What is SuperReal?
SuperReal is a digital interactive art experience infusing the architecture of a historic 100-year old building with bright colors and scenes.
The experience is made up of:
- 6,000 Square Feet of Mirrored Flooring
- 17 High Definition Projectors
- 360 Degree Immersive Sound
- 65 Foot Ceilings that are Vaulted
“SuperReal brings together the best in art, technology and hospitality that New York has to offer, for a truly one-of-a-kind experience, and we look forward to welcoming everyone back,” says Giuseppe Cipriani, a business manager at Cipriani.
The experience costs $35 for adults and $27 for children. The experience takes forty-five minutes during which guests can relax, explore, or play. The event happens inside the Grand Hall where guests experience five different dreamlike scenes that bring abstract concepts to life.
SuperReal originally launched in August 2019 in New York City at the historic Cunard building, which is celebrating its 100th anniversary this year. The Cunard building, now called “Cipriani 25 Broadway,” was built in 1921 for the Cunard Steamship Line. It is a historic New York City landmark.
SuperReal describes itself as follows:
“SuperReal is the new Surreal. It explores new realms of immersive experiences juxtaposing Iconic Landmark Architecture with layers of new technology to create contemporary surreal experiences. Blurring the lines between the physical and the digital, the real and the unreal, illusion and reality, SuperReal transports audiences into emotional spaces of awe, magic and wonder.”
SuperReal was nominated this year for the SXSW Interactive Innovation Awards for the Visual Media Experience category.
Moment Factory is a video, lighting, architecture, sound, and special effects studio specializing in visual experiences. Cipriani is an international hospitality brand with a portfolio of restaurants, event spaces, luxury hotels, and private clubs.
Feature and other photos: (courtesy SuperReal)