Iris 3D light show animates New York's Saks on Fifth Avenue

Bubble-popping snowflakes and windows with minds of their own are entertaining New York's shoppers at Saks Fifth Avenue this Christmas.

Developed by marketing firm Iris, whose projections at the 2008 Summer Olympics and the 2010 World Cup attracted rave reviews, the Snowflake and Bubble Spectacular is a 3D light show that is brought to life on the side of the huge building.

The store's long tradition of world-famous holiday displays since 1949 is this year using the latest in projection technology with windows that appear to be opening and shutting by themselves. Animated bubbles emerge and rise up the building, interacting with giant snowflakes on the way with the custom-built six-projector system completed by the exclusively composed soundtrack.

Steve Sadove, Chairman and SEO of Saks Fifth Avenue, said the show was quite an undertaking.
“We used state-of-the-art video technology to animate the entire building,” he said. “It, along with our windows, will be a must-see for everyone spending the holiday season in New York.”

The Fifth Avenue windows tie into the book Who Makes the Snow?, in which a little girl looks for the source of the bubbles and snowflakes. Twelve windows feature in the display, making it the largest in recent history.

Commissioned designers also featured in the famed window displays include Alexander McQueen, Nina Ricci and Stella McCartney.
 
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