Site-specific Immersive Ink Brush Painting Comes to Life on the Spectacle at MGM COTAI, the World’s Largest Immersive Art Platform In Macau To Celebrate Chinese New Year

Situation
MGM Cotai, a luxury resort in Macau, sought to create a visually stunning digital content experience for guests. The resort's centerpiece, "Spectacle," a phenomenal public mixed-use atrium space at the luxurious MGM COTAI resort, featuring 25 LED displays of 70 million pixels embedded into the architecture adjacent to the hotel, restaurants, retail, and casino. The main goal was to create a unique and unforgettable experience for guests at MGM Cotai, showcasing the rich cultural heritage of the region and celebrating the deep connection between China and Macau.

Work
CFIRE created a “Watercolor Story,” a magical 10-minute animated digital experience at the Spectacle, Released for the Chinese New Year, the animated story-scape spans the world’s largest indoor LED wall installation and is designed to reinforce the celebration of this year’s Chinese New Year, and to highlight the deep connection between Macau and China. The work was created by our team of artists, digital designers and animators under the oversight of a master ink brush and light-space artist. The “Watercolor Story” takes a series of single session ink brush paintings, bringing them to life across the 70 million pixels which encompass the Spectacle’s 25 LED displays. The “Watercolor Story” evolves over three distinct acts, each themed in a bold traditional Chinese ink color: cinnabar red, aquamarine and cerulean blue. At the onset of each act, traditional ink brushed icons from Chinese and Macanese culture such as cranes, fish and sailing ships, are painted into the scene, and then begin to come to life, flowing gracefully through mountain landscapes and the Macau Harbor. Integrated sound design and music creation was provided by the local MGM Macau team.


Results
1.Quality of Experience - Watercolor Story offered guests a bespoke unparalleled immersive experience, making it a standout brand activation.
2.Engaging Experience - Watercolor Story caught the attention of guests, and generated a demand for the backstory, contributing to the cultural relevance of the destination.
3.Innovative Use of Traditional Art - Watercolor Story is a first-of-its-kind ink brush painting, that came to life digitally on the world's largest indoor LED wall installation, making it an exceptional digital art experience.
4.Enhancing Brand Positioning - Watercolor Story enhanced the positioning MGM Cotai as a luxury destination with a distinct authentic artistic offering, reinforcing its brand and unique value proposition.5.Cultural Relevance - Watercolor Story captured the essence of Chinese New Year, a significant cultural event in Macau, and highlighted the destination's deep connection with China, making it a culturally insightful brand experience.

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