“The materiality of everything was pretty crucial here.” “we have a pretty good relationship with the folks at sound, as we have done a few different projects with the owner, most recently Playhouse in LA, and he is a childhood friend of Lionel,” explains Gregory Merkel, senior Project Manager and ICrAVe Designer. “the design goal for sound was creating a fun, flexible, and exciting club for DJs and live music with a rock n’ roll gritty edge. we knew we wanted the space to feel like you were at a great rock concert of old, but with modern technology.” renowned for creating immersive, branded experiences, ICrAVe saw an opportunity to turn its client’s vision of a www.barbizmag.com
“black box” theater into a completely interactive, projection mapped environment, that even includes re-salvaged crates from the Howard Hughes estate and redwood from Frank sinatra’s home. “the materiality of everything was pretty crucial here,” says Merkel. “obviously the shell of the space has the oldworld aesthetic that we were going for, but introducing a big white glowing object or surface into the space would have really of felt out of place and would have killed the vibe. so we created a feature in the space that doubles as a projection surface and a three dimensional dance platform/scaffold, March 2013 Bar Business Magazine
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