Macy’s Superbowl Virtual Theater


Moment Factory was approached by the NFL and world-renowned event organizers PPW to create Super Bowl Virtual Theater, a spectacular multimedia show projected on the outdoor façade of Macy’s Herald Square in New York, on the evenings leading up to Super Bowl XLVIII. Located in the heart of New York City, this projection mapping show was a main attraction of “Super Bowl Boulevard”, a series of football-themed events spanning thirteen-blocks along Broadway, from 34th to 47th Street.

X-Agora was chosen as the playback solution because of the facade’s unique features and the off-axis projectors positioning, as traditional playback systems are not adapted for this kind of scenario. Using our in-house projection mapping module on a fully reconstructed 3d model of the facade, we were able to make a complete seamless image out of the 12 projectors in a matter of hours.