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Macy’s Unveils Super Bowl Themed Projection Art

Working with NFL Films, production house Moment Factory techorates Macy’s Herald Square with multimedia football and music content.

CI Staff
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Who would of thought it?

When it comes to the emerging role of projection art in digital signage, Manhattan department store locations have established themselves as thought-leaders. These upscale stores seem to embrace what has become known as “techorating.”

CI has shared stories about Macy’s and Barney’s high-tech holiday window displays. We wrote about Saks Fifth Avenue’s snowflake-laden projection art spectacle.

Related: Macy’s, Barney’s Embrace Techorating

The latest example comes from Macy’s Herald Square during Super Bowl hype week.

Moment Factory, a content studio specialized in production of multimedia audio/video/lighting environments, was tasked with helping Macy’s—in partnership with the NFL—create a Super Bowl-themed projection art display: Super Bowl Virtual Theater.

Photos: See Super Bowl Virtual Theater in Action

Moment Factory had done this sort of thing before, creating spectacular experiences at Barcelona’s Sagrada Familia, Atlantic City Boardwalk Hall and providing visuals for Madonna’s halftime show during Super Bowl XLVI.

The production studio gives the story behind Macy’s Herald Square Super Bowl display:

The prestigious commission is a main attraction on Super Bowl Boulevard, a thirteen-block initiative which takes over one of the world’s most famous urban walkways: Broadway, from 34th to 47th Streets.

Every half hour from 5:30 to 9:30 p.m. between January 29 and February 1, the iconic Macy’s storefront becomes a canvas for an eight minute multimedia celebration.

The show’s visuals feature original footage, 2D and 3D animation, and special effects. Images morph, come out of the “screen” and grab you, an engaging experience that’s as exciting as football itself. Like most of Moment Factory’s large scale shows, Super Bowl Virtual Theater required the collaboration of the company’s multicultural in-house team, including technology, motion design, and management, as well as proven expertise in conceptualizing and creating these highly engaging environments.

And, while designing special effects, the artists worked in consideration of Macy’s unique architecture, and the urban setting of the show.


Super Bowl Virtual Theater – Teaser from Moment Factory on Vimeo.

The creation of the Super Bowl Virtual Theater was a six-month process and included Moment Factor artists working directly with NFL Films to pinpoint captivating archival footage from 8 millimeter to digital. The content features over 150 NFL legends, including Barry Sanders, Jerry Rice, Brett Favre, Dick Buktus, Johnny Unitas and Jim Brown.

But it also touches upon the music legacy of the New York and New Jersey areas, since Super Bowl XLVIII takes place in East Rutherford, N.J.

The show is projected on a surface of 3,390 square feet.

Related: Saks Fifth Avenue Holiday Display Brings Delight to Big Apple