Times square gets a digital makeover, courtesy of rising star alex consani
Forget static billboards; Times Square is about to get a vibrant, animated upgrade thanks to Japanese contemporary artist Tomokazu Matsuyama, and a surprising muse: Gen Z model Alex Consani. Matsuyama’s “Midnight Moment” project, a long-running initiative injecting art into the frenetic energy of the iconic New York landmark, will showcase his work from March 31st through April, offering a fleeting, fantastical glimpse into his creative world.
Matsu’s vision: echoing voices, reimagining icons
The project, running nightly from 11:57 p.m. to midnight across hundreds of billboards, isn't just about visual spectacle. Matsuyama, known for his colorful and often whimsical reinterpretations of both classic and contemporary references, sought to imbue the project with meaning. “Times Square represents so much of New York,” he explained, “I wanted to find a way for this project to be meaningful.” To achieve this, he drew inspiration from a cohort of cultural influencers, including Alicia Keys, Swizz Beatz, Naomi Watanabe, and, crucially, Consani.
The artist's decision to feature these individuals wasn't arbitrary. “I wanted to echo the people who have voices that make our community much brighter, welcoming what it is to be American in this country,” Matsuyama stated. It’s a sentiment that resonates deeply with Consani, a Brooklyn native who briefly pursued art studies at Pace University before her modeling career took off. “I think it’s a really cool thing to be able to appreciate the meaning behind artwork,” she remarked during a visit to Matsuyama’s Greenpoint studio.
From runways to woodblock prints: consani’s digital doppelganger
Matsuayama’s dedication to his subject matter is evident. The artist reportedly amassed stacks of Vogue Runway printouts and a staggering 40 pages of images from Models.com, meticulously studying Consani's presence. The resulting digital avatar, a striking reimagining of the model, draws heavily from the aesthetic of Japanese wood block prints, a nod to Matsuyama's own experience collaborating with Issey Miyake. The effect is a captivating blend of contemporary style and timeless artistry.
The animated projections themselves promise to be a spectacle, virtually “strutting” between 41st and 49th Streets – a digital catwalk far exceeding the length of its physical counterpart. While the technical execution is impressive, it's the project's underlying message – celebrating the voices shaping American culture – that truly elevates it.
The “Midnight Moment” project isn’t just a fleeting visual treat; it’s a testament to the power of art to reflect and amplify the dynamism of a city, and a digital immortality for rising stars like Alex Consani. Matsuayama’s work serves as a potent reminder: in the digital age, even a moment of visibility can resonate across the world.