Hard Rock
Faux Elevator

Client
Seminole Hard Rock

Location
Hollywood, Florida

Sector
Public Space
Hospitality
Commercial Environments

Size
285 sqft

An interactive 3D hidden elevator bank inside Seminole Hard Rock's Guitar Hotel adds a playful moment of surprise for guests. Camouflaging into its surrounding architecture, the screen is hidden by a faux elevator door, which opens to reveal a spectacle of shows. An Intel RealSense depth and tracking camera was installed to detect guests’ movement. The door opens to reveal the first of its kind, a 100-inch 3D glasses-free screen developed by Magnetic 3D, producer of autostereoscopic (glasses-free 3D) solutions. The company’s proprietary lenticular screen technology modifies flat-panel displays, enabling them to show high-definition 3D video content without the need for special eyewear. The screen is comprised of multiple layers of glass to provide audiences with a realistic visual experience and the immersive perception of depth on what would otherwise be a flat display.

LAB developed multiple types of three-dimensional experiences within the elevator. Guests are met with 3D modeled replicas of iconic guitars as they emerge from the elevator's floor and appear to levitate towards onlookers. The journey through memorabilia finishes with a multi-level descent of musical genres including opera, symphony orchestra, and punk rock styled with a steampunk aesthetic.

To produce the 3D models of the guitars, LAB developed a digital guitar archive inspired by Hard Rock’s memorabilia collection. LAB used photogrammetry technology and worked with 3D designers to accurately replicate every detail of the guitars while preserving their essence and history. The guitars featured in the elevator spectacles include Jimi Hendrix's Tobacco Burst Thunder Stratocaster, Brian Jones's 1964 Vox Mark III, Bob Marley's 1972 Guild 12 string acoustic, and Prince's Cloud guitar.

Partners: Magnetic3D, Lenticular Films, Rachel Mannello, Show Canada, and Suffolk Yates