creative production
hollywood, fl
2019
Owned and operated by the Seminole Tribe of Florida, Seminole Hard Rock Hotel & Casino is a 400’ tall guitar shaped building. The hotel anchors a $1.5 billion property expansion intended to redefine the Hard Rock brand.
The “Guitar Hotel” facade is lined with 16,800 V-Sticks (video fixtures using high-performance LEDs), which serve as a screen and stage to daily audio-visual spectacles on the building. The guitar strings extend into the night sky with rooftop laser light cannons that can be seen for miles - making the hotel an experiential centerpiece and an illuminated architectural beacon for South Florida.
The media facade system was designed, directed, engineered and installed by DCL (Design Communications Ltd), who hired WDI to work with Montreal-based studio Float 4 in the concept development and production of the facade’s visual programming for the Grand Opening and ongoing daily showcases.
All images and video © DCL
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