Critical Mass was asked to create some concepts for Hyatt’s hip Andaz boutique hotel brand. I was one of the art directors on the project. Hyatt wanted to create some buzz about their new NYC location. Since the Andaz target audience is quite digi-savvy, we thought it would be great to bridge online and the NYC location. The idea was to create an interactive art piece that coexisted between the hotel and the web site. Users were asked to either Create or Observe. Online participants and at the hotel could influence the creative direction the piece took by using the tools provided. Users of the site would also be able to view the lobby of the hotel via webcam.
Note – I’m pretty sure the artist who created the beautiful red painting in our comps is Eric Natzke. If I’m wrong please let me know. Also, this project never went live due to budgets, so the placeholder art in our comps was never actually used. It was purely speculative.
