Installation on Flatiron Pedestrian Plaza debuts for the holidays

On Monday night, the Flatiron/23rd Street Partnership (BID) celebrated the launch of “23 Nights of Flatiron Cheer,” an upcoming series of free events at the pedestrian plaza with the unveiling of “Flatiron Reflection,” an architectural installation. The installation was created by the firm Future Expansion, the winner of a design competition held by local nonprofit Van Alen. (Pictured L-R) Nicholas McDermott and Deirdre McDermott of Future Expansion; Jessica Lax, Van Alen Institute; Emily Colasacco, NYC DOT Art; Isabel Meisner, Van Alen Institute; Jennifer Brown, Flatiron BID; Jorge Parreira, New Motor; Kurt Cavanaugh, Flatiron BID; Amanda Eldridge, GMS; David Messineo and Stephanie Darna, New Motor

By Maria Rocha-Buschel

The weather was appropriately windy and wintry for the kickoff of the Flatiron BID’s annual holiday festivities, known as the “23 Days of Flatiron Cheer” on Monday.

The series, offering free performances, fitness sessions, prizes and hot beverage giveaways, officially begins on December 1, but the launch this week gave a preview of the offerings to come and also served as the debut of the newest art installation on the north Flatiron Plaza, “Flatiron Reflections.”

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New installation offers passersby a kaleidoscope view of Flatiron

“Nova,” a new installation at the Flatiron Pedestrian Plaza, as viewed from the inside of the structure (Photo by Sabina Mollot)

“Nova,” a new installation at the Flatiron Pedestrian Plaza, as viewed from the inside of the structure (Photo by Sabina Mollot)

By Maria Rocha-Buschel

A new interactive art installation on the Flatiron’s north public plaza debuted last Wednesday evening, kicking off the holiday festivities in the neighborhood.

“Nova” by SOFTlab was the winning submission in the second annual Flatiron Public Plaza Holiday Design Competition, held by the Flatiron/23rd Street Partnership Business Improvement District (BID) and Van Alen Institute, that called for proposals from design firms for a temporary holiday installation.

SOFTlab, which also happens to be a local firm located on West 27th Street directly north, worked with materials from 3M to create the crystalline installation that acts as a sort of observatory for historical sites in the neighborhood. Viewing scopes positioned in different directions allow passerby to see the Flatiron Building, Met Life clock tower, Empire State Building and other landmarks through a kaleidoscopic lens and LEDs that activate within the structure enhance the effect.

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