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Visual Feeder Creates OOH Digital Gallery with Parsons at the New School

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Visual Feeder Creates Outdoor Digital Gallery with Parsons at the New School 


New York,: Like many institutions of higher education across America, Parsons School of Design at The New School, was facing a major problem. Still reeling from the coronavirus pandemic, NYC’s emerging art scene had been forced back on its heels and in many cases out of the public eye. As arguably the number one design university in the U.S., The New School had found remote learning workarounds for students determined to pursue a career in art and design.

This juncture of crisis and opportunity is where Chicago-based tech startup, Visual Feeder, shines. To help Parsons’ effort to revitalize NYC’s emerging art scene with its own graduating class, Visual Feeder, developed a dynamic, outdoor video projection transforming the windows of The New School’s campus to immerse the public in the work of its young, talented students.

Says Visual Feeder’s CEO, Edward Yang, “The traditional, indoor methods to engage the public with cutting edge art and design concepts is severely problematized during a time where social distancing is still necessary in many places. Parsons wanted to create a way for its students to display their works in a large-scale, engaging form outside, where the public could not only see these students’ art but literally wander through it.

“Our technological solution got passersby attention the moment we activated it onsite. These large, sci-fi inspired video projections caught people’s eyes immediately, and we saw people stopping to take pictures and comment the instant we flipped on the switch. At Visual Feeder, we believe that this convergence of art and technology is an outstanding method to empower emerging artists in a way that the public hasn’t experienced before. Together, we can not only keep working through the challenges of the pandemic but in so doing help NYC’s creative industry with Manhattan at its hub keep moving forward and even growing.”

Two windows of the Sheila Johnson Design Center at Parsons have now been transformed into large scale video displays using Visual Feeder’s projection mapping technology. The virtual art gallery will provide Parsons with a permanent way to display information about current events to a greater number of people and regularly showcase design and art pieces from its student body with maximum public impact.

About COVID-19’s Impact on the Creative Sector:
As of December 2020, arts, entertainment and recreation employment experienced a catastrophic decline – it dropped by 66%; it’s more than any other City’s economic sector, according to the February NYC State Comptroller report. In 2019, these three industries accounted for 93,500 private jobs at 6,250 establishments in NYC. The Chelsea/Clinton/Midtown Manhattan Business District neighborhood, home to 1,921 venues, accounted for 46 percent of all jobs in the sector, far more than any other City neighborhood, the document says. New York State Comptroller Thomas DiNapoli even pointed out that ‘the arts and culture have been hit so hard, and that it is right now the least-recovered sector, despite much effort.’

About Visual Feeder:
Visual Feeder is a Chicago-based ad-tech startup redefining the outdoor advertising industry by turning unoccupied retail windows into engaging visual brand experiences using projection technology. The company, founded just a year ago, has already completed projects for Adidas, Lyft, The Miami Design District, Bacardi, and others.

About The New School: Parsons School of Design
Parsons is one of the world’s leading art and design schools. Its enlightened approach to design education and sustainability results in a passionate commitment to improving all aspects of society through inquiry, radical ideas, iterative experimentation, and creative collaboration.

For more than a century, Parsons has been inspired by the transformative potential of design. Today, the school’s groundbreaking academic programs carry forward that mission, making Parsons the number one design school in the U.S. and among the top three globally. 

Their alumni list includes Tom Ford, designer and filmmaker; Anna Sui, fashion designer; Donna Karan, fashion designer and philanthropist and many others.

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