British art and design studio, Loop.pH teamed up with Belvedere Vodka Red to create a spectacular light installation that illuminated New York City in the run up to Christmas.
Together with structural engineers Ramboll, Loop.pH created the centerpiece of the electronic take-over of Gansevoort Plaza, using the latest parametric design tools. They designed an ephemeral tree canopy over 6 meters high with hundreds of composite fibre arches and thousands of LEDs. In a highly elaborate display, the trees, mapped onto high performance carbon rods, are able to sway in the New York breeze.
Described as an architectural necklace with thousands of beads threaded onto carbon rods and coated in reflective glass for high visibility and optical effect, it is designed to move with the breeze.
Rachel Wingfield, from Loop.pH, said: “The Arch is our building block, delicately iterated in space a multitude of times. Carbon rods are bent into an array of arches creating an inviting and luminous environment that is familiar yet uncanny in its scale and lightness. This structure is an example of the studios work into ephemeral and non-standard architectural forms using parametric design and hand crafting”
In winter 2011, Belvedere Vodka partnered with (RED) to launch a BELVEDERE (PRODUCT)RED Special Edition bottle to raise proceeds for the Global Fund™ – among the world’s leading financiers of programs to fight HIV/AIDS in Africa. 50% of Belvedere’s profits from the global sale of (BELVEDERE)RED will contribute to the Global Fund. In 2011 alone, contributions from the sales of (BELVEDERE)RED provided more than two million days of life-saving HIV/AIDS medicine.