Innovations Pick – From Heaven to Hell In An Elevator

Big props to the Standard Hotel in NYC for working with artist Marco Brambilla and Canadian studio Crush on this beautifully twisted elevator art installation which gives guests the feeling of ascending to heaven or descending to hell based on whether they’re going up or down.  The effect is created with a wide assortment of video assets which reportedly pull from 400 different sources – many of which are movies you’re sure to recognize.   Testing was conducted beforehand to ensure guests did not get motion sickness from the effect, but proceed with caution to be safe…


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