The Dream hotel in the Meatpacking District has enlisted Brooklyn-based art and architecture firm Snarkitecture to transform its ground floor lobby space into an interactive winter art experience. Now on display, the installation features a snowy landscape and multiple 10-foot-tall evergreen trees, and will be on display for the public through Jan. 16.
"Our goal is to make architecture perform the unexpected,” says Alex Mustonen, Partner and Co-founder at Snarkitecture. “We're excited to bring our vision to a holiday window display for Dream, creating a hidden architectural moment that plays off the intimate vibe of the lobby."
Each year, the hotel collaborates to transform the space and has previously partnered with taxidermist Frank Zitz to fill the space with taxidermic winter animals as well as with LIM College’s Visual Merchandising Department.
"We set out to find a partner that could transform our existing space into something unexpected, a really thought-provoking visual experience for the holidays,” says Rohit Anand, director of brand activation and partnerships at Dream Hotels. “Snarkitecture is that partner.”
Set in the glass atrium spanning the rear of the lobby, Snarkitecture transformed the existing space into a visually stimulating winter landscape that they describe as both architectural and ephemeral.
Made entirely of white flocking, a scale replica of Dream’s distinctive circular, porthole windowed façade creates the uncanny effect of being snowbound, while daylight seeps through the glass like fresh snow on a skylight. Several round “window” openings showcase snowbound landscape and offer a glimpse into the natural light filled atrium and 16 live Fraser fir trees.
Continuing to challenge the imagination, four windows are revealed as glass vitrines inhabited by various holiday landscapes. Architectural and natural landscapes are reimagined and abstracted in Snarkitecture’s signature white-on-white approach. Lined with mirrors, the display reflects infinitely as viewers peer in.
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