Sundance 2018 Augmented Reality Art: Inside the NSX Gallery at the Acura Lounge

“When they are immersed in these beautiful landscapes, (our) guests can envision what it would be like to take our supercar out on the open road,” says Acura’s manager of experiential marketing Jennifer Cody

While 2018 festival goers have packed the Egyptian, the Ray, the Eccles and the Library to catch buzzy titles like “Search,” “Juliet, Naked,” “Monster,” and “Blindspotting” on the big screen, the visual arts in Park City are going beyond traditional single-screen cinema.

Photographer Ruben Wu created the Acura NSX Gallery, an immersive, multi-screen, augmented reality, 360 degree visual installation open to the public in Acura’s Festival Village.

Wu built visuals around a 2018 Acura NSX traveling through massive landscape time-lapses shot in Death Valley. The digital journey is a three-minute seamless tour covering 24 hours of desert panorama.

“When they are immersed in these beautiful landscapes, we hope Acura NSX Gallery guests can envision what it would be like to take our supercar out on the open road,” said Jennifer Cody, manager of experiential marketing for Acura.

Sundance 2018: Peek Inside Acura's Art Installation (Branded)

Sundance 2018: Peek Inside Acura’s Art Installation (Branded)Neilson Barnard

“Once they step outside, they can take a piece of the gallery experience with them and share their photos or GIFs,” said Cody.

Sundance 2018: Peek Inside Acura's Art Installation (Branded)

The digital peaks provide a peak social media photo stop for guests passing through the festival village.

The installation anchors the south end of Acura’s Immersive Festival Village, a complex of indoor and outdoor venues and activities on Swede Alley open to the general public. In addition to daily music performances during happy hour, TheWrap has embedded there as our own festival HQ.

Sara Colangelo and actor Maggie Gyllenhaal of 'The Kindergarten Teacher'

Sara Colangelo and actor Maggie Gyllenhaal of ‘The Kindergarten Teacher’ talk with TheWrap’s Matt Donnelly. (Neilson Barnard)

Top festival talent, like Sara Colangelo and Maggie Gyllenhaal (above) have stopped in to TheWrap’s interview and photo studio on site. Below, the team from “Search” (John Cho, director Aneesh Chaganty and Debra Messing) sat with TheWrap hours before the film sold to Sony Worldwide Acquisitions for $5 million, the largest deal of the festival so far.

John Cho, director Aneesh Chaganty and actor Debra Messing of 'Search' a

John Cho, director Aneesh Chaganty and actor Debra Messing of ‘Search’. (Neilson Barnard)

TheWrap’s Party Report at Sundance is sponsored by Acura, the presenting sponsor of the 2018 Sundance Film Festival. Keep up with real-time images of the scene in Park City on @SundanceParties on Instagram.

The Party Report and this writer are not affiliated with nor endorsed by the Sundance Institute or the Sundance Film Festival.