Rain Room

The Rain Room has captured the public’s imagination.

The Rain Room is lightning in a bottle. For those of you who haven’t yet heard of it, it’s an “immersive” art installation created by the little known art collective rAndom International that was first in London and is now housed in New York’s Museum of Modern Art. It’s basically, well, rain in a room.

In the Rain Room it rains everywhere except where you’re standing. Sensors detect the presence of people and the experience is said to be one of dodging the rain drops. You don’t get wet. It seems quite cool and innovative. What’s perhaps even more striking is the fascination it has attracted in the public at large. The lines stretch literally for hours in the July heat to spend minutes in the exhibit. People are supposed to spend no more than 10 minutes. But after spending hours in line and $25 to enter the museum it’s only natural to want more, especially once you’re at the front of the line.

Every so often art, really any kind of content,┬ástrikes an immediate chord. Everything clicks and everyone has to have it, see it or do it immediately. It’s what’s often called “Lightning in a Bottle.” What’s even more important than seeing it is not not seeing it, the FOMO – the “Fear of Missing Out.” What happens if you miss the experience? That’s almost more important than actually experiencing it. Since May 12, 55,000 visitors have been fortunate enough to visit the Rain Room.

If you could could figure out a way to mass produce it or even replicate lightning in a bottle you’d have it made. It’s really what all content producers strive for. How do the hits keep on coming? Andrew Lloyd Webber the composer responsible for hits such as “Cats” and “Les Miserables” strikes me as one artist who has come close to figuring it all out.

There is really no advice that one can offer to content producers who seek out Lightning in a Bottle. ” Everyone is seeking it. It seems to be comprised of equal measures of luck, skill and talent. If anyone knew how to do it he or she would be, well, richer than Andrew Lloyd Webber.

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