The Edition Hotel

Times Square 2019 - VT Pro Design

For the grand opening of The Times Square Edition Hotel during fashion week NYC, VTProDesign and Sila Sveta worked together to recreate one of Alexander McQueen’s most iconic and infamous show moments. The inspiration was his Spring/Summer show in 1999 where McQueen had two robots simultaneously spray painting a model wearing a white dress while she spinning on a turntable.

Taking this amazing reference, we designed an experience where participants could walk up, put on a custom white jumpsuit, and stand on a turntable while two of our robots spray painted their outfit and filmed the whole thing in slow motion. The result was a fun, interactive hotel launch, where guests could get emailed a video of themselves being painted, and take the jumpsuit itself home.

After testing many different ways of getting the similar look and feel of the spray paint to match the McQueen reference, we animated and prevised the entire robotic experience, balancing interesting camera movements and spray patterns that generated a wearable final jumpsuit. A huge challenge on this activation was dealing with the simple fact that different people are different heights! To overcome this, we designed 3 different programs for the robots to run, specifically created for people who were tall, average, or short.

Roles: 
- Design Director, overseeing overall look and feel of all design elements.
- Robot movements
- Takeaway design and Edit
- On-site supervision and management

Credit List:
- VTProdesign
- Sila Sveta