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Spacevirus Designs Media For Quiksilver Times Square
Media Creative Philip Owens Creates Strong Visual Experience for Times Square Visitors
by Angela Mitchell
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 Philip Owens and his creative studio Spacevirus announce the design of two exciting multiscreen video presentations for the newest location of the Quiksilver Boardriders Club store in Times Square, New York. The work by Spacevirus not only appears nonstop on three huge (6' by 13') plasma screens above the storefront, but also on a ceiling-high videowall of 63 video screens within the store.
The project provided an interesting challenge for Owens, who is known for his unique work in London and Los Angeles -- both as an edgy, dynamic editor of commercials, as well as for his directing talents -- and which include over a decade of award-winning national commercials, 35mm music videos, giant videowall rock shows (including U2's Zoo TV tour), documentary and dramatic work.
 Quiksilver approached Owens with the goal of achieving something new and stimulating from their footage, graphics, and photography. "The location really drove the piece," comments Owens, "It's an enormously complex, frenetic visual environment -- certainly one of the most image-laden places on the planet -- yet at the same time, it's not common to see beautiful photography and interesting editing amidst the hype, rampant commerciality, and mouthing news anchors. I was hooked by the idea of changing that - of bringing something beautiful and fun into that environment - something that would make people want to enter that world."
Surfwear giant Quiksilver is world-famous for its design and manufacture of clothing, swimwear, accessory and other products that cater to the surf, skate and snowboard lifestyles. The $600m company has many brands under its umbrella, including Roxy, Raisins and Hawk. The flagship Quiksilver Boardriders Club store, located on the corner of 42nd and Seventh in New York's Times Square, opened on March 22, 2003. The location is a spectacular 3300 square-foot retail space featuring the three storefront Barco plasma screens, a ceiling made of some 60 suspended surfboards, a "wave wall" of 63 video screens for the Spacevirus presentations, and gaming kiosks.
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"It's amazing to see the images in the context of Times Square -- it's a breath of fresh air," comments Steven Jones, Vice President of Quiksilver's Visual Division. "Kids walk down the street, and stop dead in their tracks when they see the screens … iit's extremely satisfying. It is something everyone can be proud of, and another first for Quiksilver."
To create the sequences, Owens took Quiksilver's beautiful surf, skate and snowboard footage and crafted the material into three fast-paced and unusually framed presentations for the storefront screens, while creating a piece with an ambient, calmer mood for the interior videowall. "I ended up weighting the outdoor pieces very much towards the portraits of the boardriders themselves," adds Owens. "Their faces show the lifestyle and culture as well as any action shot, and they're really powerful, strong images - especially in the graphics and logo-heavy frenzy of Times Square."
Source: Spacevirus
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