SUPERREAL
Giving landmark architecture new impact
A hybrid immersive show and multimedia event space built to disrupt the industry at the iconic 25 Broadway in Manhattan.
The 6,000 sqft mirror-floored space runs real-time content across 17 projectors, 32-channel spatial sound, and interactive installations.
The 6,000 sqft mirror-floored space runs real-time content across 17 projectors, 32-channel spatial sound, and interactive installations.
PROJECT
Born from a joint venture between Moment Factory and Cipriani that reimagines 25 Broadway as both an immersive art experience and a flexible, high-impact event space.
The historic building at 25 Broadway was meticulously 3D-scanned and outfitted with a flexible, future-forward media system—becoming an R&D sandbox for innovation and transforming the landmark into a programmable space.
SuperReal launched as a bold experiment to introduce a new entertainment model to Manhattan.
At its core, a 42-minute nonlinear audiovisual show invites guests to explore five surreal dream worlds, complete with interactive walls, mirrored floors, and spatialized soundscapes.
Audiences can enter at any moment—free to watch, wander, meditate, or play.
Beyond the show, a diverse content library supports a range of activations, from fashion shows to launches and high-profile events for clients like Qatar Airways, Tag Heuer, Alicia Keys, Kith, and the Future of Storytelling.
Born from a joint venture between Moment Factory and Cipriani that reimagines 25 Broadway as both an immersive art experience and a flexible, high-impact event space.
The historic building at 25 Broadway was meticulously 3D-scanned and outfitted with a flexible, future-forward media system—becoming an R&D sandbox for innovation and transforming the landmark into a programmable space.
SuperReal launched as a bold experiment to introduce a new entertainment model to Manhattan.
At its core, a 42-minute nonlinear audiovisual show invites guests to explore five surreal dream worlds, complete with interactive walls, mirrored floors, and spatialized soundscapes.
Audiences can enter at any moment—free to watch, wander, meditate, or play.
Beyond the show, a diverse content library supports a range of activations, from fashion shows to launches and high-profile events for clients like Qatar Airways, Tag Heuer, Alicia Keys, Kith, and the Future of Storytelling.
CLIENT
Moment Factory & Cipriani
LEAD CREATIVE STUDIO
Moment Factory
CREATIVE DIRECTION
Sakchin Besette
Melissa Weigel
MULTIMEDIA DIRECTION
Nathalie van Sasse van Ysselt
Katie Wilson
Aude Guivar’h
PRODUCER
Jamie Reilly
PHOTOGRAPHY
Bruno Destombe
Moment Factory & Cipriani
LEAD CREATIVE STUDIO
Moment Factory
CREATIVE DIRECTION
Sakchin Besette
Melissa Weigel
MULTIMEDIA DIRECTION
Nathalie van Sasse van Ysselt
Katie Wilson
Aude Guivar’h
PRODUCER
Jamie Reilly
PHOTOGRAPHY
Bruno Destombe
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