Rolling Stone Presents Amplified: The Immersive Rock Experience Opens at Chelsea Market

By Melissa Griegel…

Photos and Video by Melissa Griegel Photography

Art, music, and technology come together in an explosive and immersive rock experience at ARTECHOUSE, NYC (Chelsea Market, 439 W. 15th Street, NYC). Narrated by Kevin Bacon, the audio and visual experience of Rolling Stone Presents: Amplified, The Immersive Rock Experience takes viewers on a 50-minute immersive journey into the music, imagery, and culture of rock ‘n’ roll. With a 270-degree, floor-to-ceiling 18K digital canvas and state-of-the-art surround sound, the film encompasses over 1000 photographs, 200 videos, 1300 Rolling Stone covers, and features over 300 iconic artists whose music has changed the world.

Amplified, originally produced by Illuminarium Experiences and created by Brand New World Studios in partnership with Rolling Stone, was adapted for the ARTECHOUSE studio in New York. We were able to attend the opening of the immersive show and talk with the people who made it happen. 

Brad Siegel intoduces Amplified at press preview, along with Sandro Kereselidze, Alan Greenberg, Jodi Peckman, and Joe Levy

Joe Levy, the writer and music supervisor of Amplified, worked with former Rolling Stone editor Jodi Peckman to bring the project to life. “We are looking at the rock explosion of the 1950s: Elvis Presley, Little Richard, Chuck Berry. Starting from there and moving forward and what really unites it all is the spirit. The spirit of the music from the start was about freedom. You could be talking about Elvis Presley or Little Richard or you could be talking about Chappell Roan, and both of those things fit. Obviously those artists are completely different; their music is completely different, but they are both liberated forces.”

Lifelong friends Jodi Peckman and Brad Siegel are the executive producers of Amplified. Peckman was the former Creative Director of Rolling Stone and has a lifetime of experience of working with rock photographers. Peckman loves nostalgia and the way a photo can bring back memories. “Every photo that I see reminds me of a different part of my life,” she said. “I love photographs of people behind the scenes. Photos of people in real life doing real things. I was always drawn to those photos; I love seeing rock stars driving cars, rock stars eating.” Peckman’s favorite rock photographer was Jim Marshall. “He had complete access to everyone. He immersed himself and became a friend of the artists. He just got in there and was able to capture the most wonderful moments.”

Alan Greenberg, CEO of Illuminarium, talked about the explosion of immersive media, “You see this growth because people love experiences. They love to be absorbed, in some cases they love to learn, they love to entertain, they love the scale of immersive experiences, so I expect we are going to continue to see this growing all over the world.” Greenberg hopes to do a similar immersive film for other genres of music as well, such as country music.

We also had the opportunity to chat with Sandro Kereselidze, the founder and CCO of ARTECHOUSE. “In 2010, I discovered that although a lot of artists were using technology, there was not really a place for them to showcase their work.” He opened ARTECHOUSE in Atlanta and Miami before opening this location in New York. “We were the first digital art space in New York City. We turned this 100-years-old boiler room into a destination for 21st Century Art. Technology is taking over and we created a home for digital artists to present their work.”

You can buy tickets for Amplified at www.artechouse.com. The film runs on a continuous cycle and is open every day except Tuesdays. Ticket prices start at $29 for children (17 and under) to $39 for adults. Group discounts are also offered. In addition to the immersive film experience, there are a few digital informative displays and a bar. You are allowed to stay as long as you want, if you would like to see the film again or get a drink at the immersive XR Bar. Download the ARTECHOUSE app to scan your coasters.