Forever 21, a fashion retailer for the youth, opened a new four-level, 90,000 square-foot, 151 fitting rooms store in Times Square on 25 June 2010, in the space previously occupied by Virgin Megastore. There is a 61-foot wide outdoor LED billboard developed by D3 LED. Forever 21′s billboard engages people through the use of interactive content created by Minneapolis-based Space 150.
The billboard features 3 young models in vignettes that tease and entice pedestrians to stop and pose for a picture. Each model takes a turn walking onto the screen and attracting attention by smiling, pointing, and gently coaxing people to stop for a moment, a photo is then snapped of the crowd below using a Polaroid camera. The screen goes white for a split second to simulate a flash. Moments later the model reveals an image on screen to the delight of the crowd standing below. You can see the live view of the board on Forever 21 Times Square Live website.
At MoMA, for the ninth installment of the Performance Exhibition Series, the artists Jennifer Allora and Guillermo Calzadilla present Stop, Repair, Prepare: Variations on Ode to Joy for a Prepared Piano (2008).
For this piece, the artists carved a hole in the center of a grand piano, through which a pianist plays the famous Fourth Movement of Beethoven’s Ninth Symphony, usually referred to as “Ode to Joy.” The performer leans over the keyboard and plays upside down and backwards, while moving with the piano across the vast atrium.