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Photo: Courtesy of Van Alen Institute/Flatiron Partnership
In just a few weeks, a dynamic new installation will arise in one of the most recognizable intersections in the country, and world.
Created by the Flatiron-based SOFTlab, the Nova installation will compel passersby to enter the structure and gaze onto Flatiron’s iconic landmarks, framed by apertures in the installation’s exterior.
“Using a mix of optical materials, our design creates a human scale kaleidoscope, remixing the surrounding iconic buildings with color, light, and the reflections of pedestrians,” says Michael Szivos, Founder and Principal at SOFTlab.
He adds, “Although our design reads as an iconic and festive figure from above, the experience at the pedestrian level is very different. The exterior gives way to a crystal-like, mirror-surfaced interior that looks different from all sides.”
Earlier this week, SOFTlab was announced as the winner of the second annual Flatiron Public Plaza Holiday Design Competition run by the Flatiron/23rd Street Partnership Business Improvement District and Van Alen Institute.
The competition called for proposals from New York design firms for a temporary installation in the heart of the Flatiron District to serve as the centerpiece of Partnership’s annual “23 Days of Flatiron Cheer” holiday programming.
At a celebration on Wednesday 18th, the Partnership will unveil Nova in the North Public Plaza at Broadway, Fifth Avenue and 23rd Street. And it will remain on view through the holiday season.
“The annual holiday installation is now a tradition in the district that is enjoyed by visitors and locals alike. It provides a festive and magical experience on the Public Plaza during the holiday season,” says Jennifer Brown, the Flatiron Partnership’s Executive Director. “We are particularly proud that this year’s installation is a true local effort – not only in our partnership with Van Alen Institute, but also in the selection of a neighborhood design firm, SOFTlab.”
Adds David van der Leer, Executive Director of Van Alen Institute, “This project is a fantastic opportunity to engage with a local site and designer. SOFTlab’s Nova offers a playful and unusual perspective of the landmarks and street life surrounding the plaza that will be a visually stimulating and interactive outdoor experience for the holiday season.”
In Nova, the placement of scopes, or viewing cones, will be arranged to represent a centralized proverbial North Star for the Flatiron District, with each scope pointing to a distinct landmark. In effect, Nova will act as an observatory for the “constellation” of iconic sites in the neighborhood: the Flatiron Building, Met Life Tower clock tower, Empire State Building and surrounding landmarks.
Eric Quint, Chief Design Officer at 3M, said the Nova project demonstrates that “design is always about creating magical experiences: and “Nova demonstrates this, transforming 3M optical materials for safety and light management into a new context of art and architecture in the heart of the Flatiron District.”
Sponsored by the Flatiron/23rd Street Partnership, Nova and the accompanying programming “23 Days of Flatiron Cheer” is being made possible this season with support from Presenting Sponsors Tiffany & Co. and Meringoff Properties and Contributing Sponsors Grey Group and Macmillan.
-by Jeff Simmons