On the days leading up to Super Bowl XLVIII, New York will be getting hype with various shows, performances, and events. PepsiCo is hosting #PEPCITY, a stage for musicians, artists (including Snarkitecture), and writers to show their work. A few blocks south, the Montreal-based company Moment Factory is bringing the city a mesmerizing virtual experience. 

Using the Macy's Herald Square facade as their canvas, Moment Factory has created Super Bowl Virtual Theater, a site-specific multimedia installation. The show includes graphics of last year's Super Bowl as well as historical footage of football's greatest moments and stars, including Barry Sanders, Jerry Rice, Brett Favre, Dick Buktus, Johnny Unitas, and Jim Brown. After 40 hours of archival NFL research and six months of work, Moment Factory has created a projection to fit the 3,390 square feet of Macy's storefront.

According to the press release, "The show's visuals feature original footage, 2D and 3D animation, and special effects. Images morph, come out of the 'screen' and grab you, an engaging experience that's as exciting as football itself."

In the past, Moment Factory has completed similar customized multimedia experiences, including a projection on Barcelona's Sagrada Família and the stage design for Madonna's MDNA tour. Super Bowl Virtual Theater should be just as impressive.

Super Bowl Virtual Theater - Teaser from Moment Factory on Vimeo.

Moment Factory's Super Bowl Virtual Theater will run every half hour from 5:30 to 9:30 p.m. from Jan. 29 to Feb. 1. 

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