Friday, June 3, 2011

Cooper Exploits New Building, Hopefully for Cash

Ever since the opening of the Cooper Union's New Academic Building, otherwise known as 41 Cooper Square, photographers and film crews have been all over the site.  Every so often, I see such people outside and inside the building, from small photo shoots for a new line of Tumi luggage on 3rd Ave earlier this Spring, to huge productions such as the one for Ugly Betty in 2009, which I covered here.  Most recently, I have also seen IBM film an ad with actors playing doctors and patients, with old IBM equipment placed as props around the building.  Hearsay indicates that just a few days ago the show "White Collar" also filmed there. But some of the most widely-seen shots of the building are probably in advertising.

Although most of the ad for Cadillac features a fake museum-like interior, the final 4 shots are of 41CS, in the following order: 1 shot facing North 3rd Ave of a couple exiting the (empty as of now) rental space on the southwestern corner of the building, 1 closeup head shot with the doors closing behind them, 1 of them staring back at the building's "skateboard ramp" aka emergency stairs with the car next to them, and 1 of them entering the car, now MAGICALLY parked on East 7th St, with a view of the Foundation Building in the background.
EV Grieve: Cooper Union fit for a Caddy  and the ad it's referring to Youtube: 2010 Cadillac CTS Gallery Arsenal FX

Bowery Boogie has a link to the Time Warner Cable ad, featuring Yes, Dear's Mike O'Malley on a tour bus passing southbound by Cooper Square on 3rd Ave.  As the blog points out, "Landmarks featured most prominently are the new Cooper Union academic building (spacecraft) and the Cooper Square Hotel (glass dildo)."
Bowery Boogie: Time Warner Cable on Cooper Square

With the shortest feature of 41CS, Samsung shows a slanted Eastern elevation of the building, which then cuts to a closeup of the lobby windows with fake TVs inserted in the lobby.
Youtube: Samsung Apps

And in a recent viewing of the indie film Win Win, Fiat had a pretty long commercial before the film to introduce itself to the US market.  A shot of the building from across the Square with the words "Derivative of Nothing," implying that the building and the car were originals.  I've got to admit, the ad was pretty catchy, confusing at times, but well-produced.

Post 205 (Dated Today)
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