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Flatiron Partnership Launches Fourth Annual “23 Days of Flatiron Cheer” Season, Unveils Dynamic Holiday Installation Nova

The Flatiron/23rd Street Partnership Business Improvement District unveiled its fourth annual “23 Days of Flatiron Cheer” season, complete with a neighborhood-wide scavenger hunt, performances, contests, hot beverage giveaways, “Holiday Happys” happy hours and much more. The centerpiece of the festivities is a dynamic, interactive installation – Nova – set on the North Public Plaza in the shadow of the famed Flatiron building.

“23 Days of Flatiron Cheer,” which runs from December 1st to the 23rd, features free, holiday-themed events showcasing the intersection of shopping, dining, and culture in the neighborhood.

A kickoff event – held on Wednesday, November 18 - featured a performance from The Jazz Gallery, small bites from ilili BOX, hot chocolate sampling from Shake Shack, and a chance for attendees to spin to win on the popular Flatiron prize wheel filled with gifts from local businesses.

“Brighten your holidays with a visit to Flatiron this season,” said Jennifer Brown, Executive Director of the Flatiron/23rd Street Partnership. “The Flatiron Plazas and the entire neighborhood will be brimming with activity this season, with an inspirational star-shaped installation and many fun-filled activities for our office workers, residents, and visitors.”

Anchoring “23 Days” this year is Nova by SOFTlab, which was selected through the annual Flatiron Plaza Holiday Design Competition in partnership with Van Alen Institute and NYC DOT Art, in which a curated list of designers and architects proposed concepts for the holiday season.

Situated at the intersection of 23rd Street, Broadway and Fifth Avenue, the crystalline Nova compels passersby to enter the structure and gaze onto surrounding landmarks, framed by apertures in the installation’s exterior. Its placement of scopes, or viewing cones, is arranged to represent a centralized proverbial North Star for the Flatiron District, with each scope pointing to a distinct landmark. In effect, Nova acts as an observatory for the “constellation” of iconic sites in and around the neighborhood. LEDs within Nova react to sound and create a pulsating light effect when activated.

“Using a mix of optical materials, our design creates a human scale kaleidoscope, remixing the surrounding iconic buildings with color, light, and the reflections of pedestrians,” said Michael Szivos, Founder and Principal at SOFTlab. “Although our design reads as an iconic and festive figure from above, the experience at the pedestrian level is very different. The exterior gives way to a crystal-like, mirror-surfaced interior that looks different from all sides.”

Download the full press release here.

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Get ready for #HappyInFlatiron 🔆❄️
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We’re thrilled to announce the winner of our fifth annual Flatiron Public Plaza Holiday Design Competition with  <a target="_blank" href="http://instagram.com/van_alen%3A">@van_alen:</a>Happy by Studio Cadena, founded by  <a target="_blank" href="http://instagram.com/benjamincadena%21%0A.%0AThe">@benjamincadena!
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The</a>public art installation will be revealed at our launch party November 19th✨
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Link in bio for more details!
157 likes
Get ready for #HappyInFlatiron 🔆❄️ . We’re thrilled to announce the winner of our fifth annual Flatiron Public Plaza Holiday Design Competition with @van_alen:Happy by Studio Cadena, founded by @benjamincadena! . Thepublic art installation will be revealed at our launch party November 19th✨ . Link in bio for more details!
2 days ago