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Extell Development Company


New York, USA





Extell Development : Mixed Reality Room

Central Park Tower is a super-tall mixed-use commercial and residential project being developed by the Extell Development Company and Shanghai Municipal Investment Group in Midtown Manhattan.

Prices for the ultra-high-end residences are reputed to be in the region of $7,100 per square foot. So, clearly, a building this special warrants an out-of-the-ordinary marketing suite.

Based on Igloo’s projection mapping credentials, our creative and technology teams were commissioned to design and deliver a stand-out solution. A total of 17 projectors and a bespoke media suite were deployed. And the entire room, which measures 8-metres x 7-metres x 6-metres can be bathed in ultra-high-resolution projected imagery.

When the tower is completed in 2020, it will be the tallest residential building in the world - you can learn a bit more about that in this video.

Partners include JDAV who commissioned the integration and River Film who produced the sumptuous 8K content.

Igloo Control
Used for controlling most aspects of the Igloo system, like triggering content, controlling playback and switching between content types

Igloo Remote
An application that controls the Igloo wirelessly over a dedicated Wi-Fi network. Easily control different functions from tabs across the top of the app.

Igloo Warper
Back-end software that seamlessly blends all content from the multiple projectors in the Igloo. Corrects geometry and colour for an immersive experience.