New York – One of the most frenetic corners of the city is transforming into an advertising-free space – but only for a limited time. Continuum is a monumental installation by visual artist Krista Kim, which each night in February will unfold over 90 electronic billboards.
Normally reserved for corporate advertising, the billboards in Times Square are known for their loud – and sometimes overwhelming – marketing displays. By combining colour and sound, Kim is aiming to transform the area into an oasis of calm. Drawing from databases of LED light photography, Photoshop binary code and dynamic software, the soothing gradient of colour is accompanied by a site-specific score in collaboration with The Smashing Pumpkins guitarist Jeff Schroeder.
The installation, while temporary, aims to guide urbanites into a state of ‘positive digital consciousness’ each evening. To learn how to create moments of self-discovery rather than shared spectacle, explore our Enlightened States macrotrend.
Strategic opportunity
Instead of using advertisement space to promote new products, companies can create collective moments of calm and relaxation