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Press Kit | no. 4222-01
In a project managed, directed, engineered and installed by DCL (Design Communications Ltd)., Float4, an award-winning creative agency based in Montreal specializing in the integration of digital experiences into physical space, is proud to have designed and produced the digital light spectacle for the grand opening of the Seminole Hard Rock Hotel & Casino in the city of Hollywood, Florida. Float4 has also designed two more daily shows for the hotel’s LED facade. A first in the hotel and leisure industry around the world, the 400-ft tall guitar-shaped hotel is part of a property expansion estimated at $1.5 billion.
Float4’s expertise was brought on by DCL (Design Communications Ltd.), a Boston-based leading fabricator of architectural specialties including integrated digital media, custom signage, rebranding, wayfinding, and themed entertainment.
For this project, Float4 assembled a creative team to develop, produce and integrate generative and sound reactive content for the front-facing facade of the Guitar Hotel. When devising content for the Hard Rock Hotel project, Float4 wanted each show had a purpose - a narrative and theme that evoked an emotional response in the audience. The shows will be a testament to how music has been instrumental in defining the legacy of Hard Rock hotels, restaurants and entertainment properties around the world. All the content is managed on a single 4 Karat media server from RealMotion’s Gold Series, and the shows will run from sundown to sunrise every night.
The front facade of the hotel is both a media system and a dynamic sculpture - the building is lined with 16,800 V-Sticks (video fixtures using high-performance LEDs), which serve as a screen and stage to daily musical showcases. During a show, each V-Stick will light up with different colours, speeds, patterns or directions, depending on the content sequence the Float4 team designed. Float4 worked with DCL and SACO Technologies, a pioneer company dedicated to advancing solid-state LED technology in applications with lighting and media, to program and choreograph the shows.
A 3D CAD model of the hotel was created to pixel map each individual V-Stick, including its position on the building, the direction it was facing, and its signal flow. The team needed to create a lookup table that the 4 Karat RealMotion server could use to sample content from the model and output to the building itself. Using a parsing script written by Float4’s software developer, those components, which amounted to about 2 million pieces of data, were converted into usable data strings, so that the team could choreograph content that corresponded to the building’s existing technical infrastructure. Converting the data one by one would have taken about 4 years to finish.
“Before a show, we have a moment where the installation is in a dormant state; the lights are ambient, fluid”, mentioned Antoine Saint-Maur, Multimedia Director at Float4. “At that moment, we want guests to be able to congregate in anticipation, collectively anticipating the start of the show. When in Las Vegas, people make their way over to the Bellagio Fountain Show and there’s this brief period where time stands still in eagerness as everyone gathers for this one monumental experience. That’s the feeling we want to create with the shows; we want to create a moment for Hard Rock guests and fans to come together and watch a daily celebration,” he added.
“At DCL, our goal for the Hard Rock was to give life to a monumental establishment through digital presence and creative solutions. Having worked with Float4 before, we knew that the studio’s combined technological and creative capabilities would be instrumental for the project. Along with our other service providers, Float4 contributed to our project goal by developing and programming three unique shows that will make this hotel the real attraction in South Florida for years to come,” said Mr. Jeff Gantz, Director of Creative Technologies at DCL Communications.
A variety of shows will be presented by Float4:
The Grand Opening Spectacle (only on October 24th):
This show established the guitar as an architectural icon. As the crowd ambiance built through the early evening, the official guitar SMASH experience marked the beginning of a custom drum sequence, triggering a bold guitar activation. The show was a journey through different decades, musical styles & energies.
Sunset Ceremony (the daily opening show):
The goal for this show is to set the festive tone of every evening following the grand opening.
Founded in 2008 and headquartered in Montreal, QC, Canada, Float4 (www.float4.com) is an award-winning studio of creative who are passionate about weaving compelling digital experiences into physical spaces to amplify their identity. Collaborating as a team of versatile, like-minded individuals, Float4 strives to redefine conventions by designing and producing innovative and compelling site-specific interactive multimedia installations that attract and engage with targeted audiences around the world.
About DCL - Design Communications Ltd.
Headquartered in Boston, MA, DCL (Design Communications, Ltd.) is an award-winning provider of integrated digital media, architectural specialties, and custom signage for the built environment. Since 1984, DCL has been partnering with architects and designers to engineer, build, and install innovative solutions for industries worldwide. Our commitment to our client’s vision, the design process, and consistently delivering an unparalleled product and experience is our greatest success.
To learn more about our custom manufacturing, fabrication and installation services, visit www.dclboston.com.
About Seminole Hard Rock Hotel & Casino Tampa
Owned and operated by the Seminole Tribe of Florida, Seminole Hard Rock Hotel & Casino Tampa is one of the largest and most successful casinos in the world offering award-winning gaming, hospitality and entertainment. The casino features nearly 5,000 of the hottest slot machines, 179 table games and a state-of-the-art Poker Room featuring 46 tables. Additionally, the property offers a smoke-free Mezzanine Level Casino. The hotel is AAA Four Diamond rated and the property proudly offers seven award-winning restaurants, including the upscale dining venues Council Oak Steaks & Seafood and The Rez Grill, as well as the new elegant Italian restaurant, Cipresso. Recent openings include a new hotel tower, new arrival experience, the Hard Rock Event Center and a new Rock Spa® and Salon. The resort is located off I-4 at North Orient Road and Hillsborough Avenue, about 10 minutes east of downtown Tampa. For more information, please call 866-502-PLAY or visit us online and via Facebook, Twitter,Instagram and Pinterest.
About Hard Rock®
With venues in 75 countries spanning 259 locations that include owned/licensed or managed Hotels, Casinos, Rock Shops® and Cafes – Hard Rock International (HRI) is one of the most globally recognized companies. Beginning with an Eric Clapton guitar, Hard Rock owns the world’s most valuable collection of music memorabilia at more than 83,000 pieces, which are displayed at its locations around the globe. In 2018, Hard Rock International was recognized as a Forbes Magazine Top Employer for Women and Land Operator of the Year at the Global Gaming Awards. In 2019, Hard Rock International was honoured as one of Forbes Magazine’s America’s Best Large Employers, Forbes Magazine’s Top Employers for Women and No. 1 in J.D. Power’s 2019 North America Hotel Guest Satisfaction Study among Upper Upscale Hotel Chains. Hard Rock destinations are located in the world’s greatest international gateway cities, including its two most successful flagship properties in Florida and home to the world’s first Guitar Hotel® in South Florida, where its headquarters are located. The brand is owned by HRI parent entity The Seminole Tribe of Florida. For more information on Hard Rock International visit www.hardrock.com or shop.hardrock.com.
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