SuperReal Projection Experience Uses Iconic Manhattan Landmark


Cipriani 25 Broadway, the 22-story edifice in Lower Manhattan’s Financial District, has been many things and served many purposes in its 99-year history. That includes being the Standard & Poors Building, Cunard’s ticketing hall in the 60s, home to a post office for 30 years, and an official New York City landmark. In 2014, the Great Hall was leased for transformation into an event venue by impeccable Italian hospitality brand Cipriani. Now, that iconic Neo-Renaissance interior has been digitally scanned and projection-mapped in 360 degrees for a surreal and beautiful visual experience called SuperReal, which throws everything from tumbling confetti and laser grids to abstract art extravaganzas at its audience.  

Presented in partnership with Cipriani by Moment Factory, the internationally acclaimed entertainment studio using multimedia to create otherworldly immersion at concerts, retail spaces, ceremonies and other venues, this visual spectacle was powered by the company’s designer X-Agora Multimedia Software. Its effect is heightened by the fact that half of the building’s 12,000-square-feet floor is covered with mirrors that reflect the 30-foot vaulted ceiling and maximize the imagery. Check out the video below for a sneak peek inside:

SuperReal even adjusts content by age, offering projections for kids as well SuperReal Classic for adults over the age of 21 on Friday and Saturday nights. This experience comes with a ticket for one free Cipriani Bellini. It’s kind of like the Manhattan version of midnight bowling, but with more style, much better graphics and slightly less physical exertion   

About Author

Jason Kushner is a videographer, editor, writer and filmmaker living in the Greater Atlanta Area. With an educational background combining film and journalism, Kushner has shot video and written for a myriad of publications and multimedia projects including Creative Loafing Tampa,, Starline Films and Digital Signage Connection. His 2009 documentary American Colonies: Collapse of the Bee became an Official Selection at 12 international film festivals, won Best Documentary at the 2009 Central Florida Film Festival and a John Muir Gold Award at the 2009 Yosemite Film Festival.  In 2015, he became Digital Media Editor for Digital Signage Expo, LightShow West and LED Specifier Summit and has since become Digital Content Manager for those shows’ parent company, Exponation.

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