Pantone and Artechouse Kick Off New York Fashion Week with Immersive Installation

"Submerge" installation at Artechouse, New York. Photography by Alkenz.

Calling all influencers: Pantone and New York art space Artechouse have teamed up on an immersive, eye-popping installation to kick off New York Fashion Week. The exhibit, named "Submerge," does feel a bit like taking an underwater plunge thanks to 17 projectors affixed to the ceiling. Together, these transform the enormous room into a canvas for shimmering animations celebrating "Classic Blue," the Pantone 2020 Color of the Year.

It's the second-ever exhibition at the multimedia art venue, which opened last September in the former boiler room of Chelsea Market. This particular space, with its past life on display in a labyrinth of overhead ductwork, follows two other Artechouse locationsone in Washington D.C., the other in Miamiin what has become something of a chain. Since the D.C. location opened in 2017, Artechouse has shown renowned media artists and collectives like Refik Anadol, National Cherry Blossom Festival, and Rhizomatiks. For this show, the venue and Pantone called in Mexico City creative collective INTUS Interactive Design to create the audiovisual experience.

"Submerge" installation at Artechouse, New York. Photography by Alkenz.

"At Artechouse, we try to connect audiences to art in an entirely new way," says Sandro Kereselidze, art founder and chief creative officer at Artechouse. "Just as musicians use the notes to evoke feelings, we as artists use color to affect the psyche and elicit powerful emotions."

Continue for more photos of the installation, open to the public through February 23. 

"Submerge" installation at Artechouse, New York. Photography by Alkenz.
"Submerge" installation at Artechouse, New York. Photography by Alkenz.
"Submerge" installation at Artechouse, New York. Photography by Alkenz.
"Submerge" installation at Artechouse, New York. Photography by Alkenz.

Read next: Classic Blue is Pantone's 2020 Color of the Year

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