By Anna Sekula Posted August 31, 2010, 12:37 PM EDT
In 2008 Hachette Filipacchi's Metropolitan Home partnered with Showtime to boost the standing of its annual show house, but the shelter magazine folded in December, leaving the television network without its two-time collaborator. Unexpectedly, Showtime is bringing back the project, once again publicizing original TV series like Dexter, Weeds, Nurse Jackie, and Californication through highly stylized living spaces. This year the Showtime House is inside the top three penthouses at the recently opened Cassa Hotel and Residences and will debut with a private press preview on Tuesday, September 7.
“The Showtime House, like the ones that preceded it, is the personification of the Showtime brand,” said Len Fogge, executive vice president of creative, marketing, research, and digital media for Showtime Networks, in a press release. “Armed this year with an entirely new group of cutting-edge designers and in a contemporary Midtown location, we infused the latest in cutting-edge technology into the house to demonstrate how both entertainment and design are evolving into new forms. These added elements of digital interactivity will add a new dimension to the visitors' experience, providing a deeper connection with our Showtime series.”
Technology is indeed a large part of the promotional platform, as Showtime has challenged each of the participating designers to incorporate high-tech elements from sponsors such as Hewlett-Packard, Toshiba, LG, IDS Audio/Video & Technologies, and Optoma. For instance, Jeff Andrews, principal of Jeff Andrews-Design and decorator to Dexter executive producer and star Michael C. Hall, is integrating LG's HD video projector into his look for the Dexter room. For the United States of Tara space, Brooks Atwood of Pod Design & Media is teaming up with Perlin Studios' Daniel Perlin to create a digital mirror wall using video tracking technology.
Chrysanthemum Partners, the firm responsible for the past two Showtime House projects, will produce and manage the 2010 iteration. As with years past, the site will host a number of private events for sponsors, including media partner The New Yorker's 20 Under 40 event. The show house will be open to the public on Saturdays starting September 11 and run through October 24; admission is $15. All proceeds from ticket sales will benefit community-based nonprofit organization Harlem Children's Zone.