POLESTAR 3 DEBUT AT THE SHED NYC
POLESTAR 3 LAUNCHES AT THE SHED
Launching a new SUV into the electric age, MATTE curated a provocative reveal party at The Shed in Hudson Yards for Polestar 3. The high-energy experience was magnetizing, and drew a crowd of the biggest names in art, film, technology, and activism. From Leonardo DiCaprio to Noor Tagouri, we introduced our high-profile audience to the latest breakthrough in the automotive industry.
THE SHED NYC
A cultural center for innovation in visual and performing arts, The Shed as a venue set the tone for an evening that celebrated advancement, progress, and the future of design and technology. The walls were dramatically lit in the brand’s signature yellow, with an LED light box at the center of space that put a spotlight on the reason everyone was there: the Polestar 3.
CREATIVE WAY IN
Our approach was to create an experiential manifestation of the Polestar 3, translating the design elements of the vehicle into the build of our event. The Shed was reimagined with exaggerations and abstractions of the body and interior of the Polestar 3, with a focus on geometry, texture, and color.
RIDING WITH LEGENDS
The excitement and mystique around the reveal of Polestar 3 brought some of the world’s most influential and legendary creative forces to Hudson Yards, from Leonardo DiCaprio to Teyana Taylor to Irina Shayk.
THE PERFORMANCE
After CEO Thomas Ingenlath unveiled Polestar 3 to an uproarious applause, the event transformed into a festive and celebratory arena. Light bites from James Beard Award-winning Chef Michael Anthony circulated the room, and the sounds of GRAMMY Award-winning artist James Blake filled the space.
VISUAL SCORE
Tapping into the creative genius and expertise of MATTE Originator Oscar Zabala, we produced a visual score to backdrop James Blake’s performance that harmonized with his melodic sounds.
The audio output informed a show in projection mapping, inspired by the geometry and design of Polestar 3. The visual showed an illuminous cube, shape shifting and emitting light, filling the event with a sparkling ambiance, never to be seen the exact same way again.
"FIBERS IS A GENERATIVE AUDIO-REACTIVE VISUALIZER, BUILT TO BE SCULPTED IN REAL-TIME AS THE SOUNDS IN THE ROOM BREATHE MOVEMENT INTO IT. THE INSPIRATION COMES FROM STUDIES ON CYMATICS, THE SCIENCE OF VISUALIZING AUDIO FREQUENCIES AND HOW THESE VIBRATIONS AFFECT MATTER. FIBERS TRANSLATE AUDIO INTO THREE ELEMENTS—GEOMETRY, LIGHT, AND COLOR—RESULTING IN AN ABSTRACT, BUT NEARLY TANGIBLE ARTICULATION OF THE MUSIC PUMPING THROUGH IT.”
- OSCAR ZABABLA
OBJECTS IN THE REAR VIEW
Inspired by the five ultrasonic sensor cameras featured in the Polestar 3, we created an epic photo moment in partnership with renowned photographer Raven B. Varona (aka Ravie B.). Guests posed in front of a wall of TV screens that broadcast a live feed of that same guest, captured from a different perspective. The result was a composition of inception that brought Polestar to life through the lens, captured by Ravie B. herself and sent directly to the guest’s mobile phone in real time to share on social.
The result was a composition of inception that brought Polestar to life through the lens, captured by Ravie B. herself and sent directly to the guest’s mobile phone in real time to share on social.
PRESS AND SOCIAL BUZZ
Photographer Ravie B. captured over 300 notables and influencers during the event, with social media content generating a reach of 28.9 million impressions. Media coverage totaled seven placements across celebrity, fashion, and lifestyle publications including InStyle, Page Six, Daily Front Row, Hollywood Life, and more.
