ADAM CHEN



BLOOM

SEGD NYC @ G&A
Launched August 2025

Scope：
Projection Mapping & Motion Design

Goal：
Create a calm, sacred visual experience through blooming forms — guiding visitors as they transition from the flower market below to the studio space above.


Overview

A two-minute loop motion piece exploring the quiet of growth and the gesture of arrival. Orchids and roses bloom in an endless cycle-one familiar in the rhythm of city life, the other symbolizing New York itself. The piece acts as a gentle transition from the flower market below to G&A above. Through the shift in space and blooming forms, it mirrors the visitor's upward path, offering a soft moment of transit before stepping in to explore.


Concept Development

 Worked with the creative and tech teams to define the overall tone of the SEGD NYC experience and shape the first impression for visitors entering the space.

Because our studio sits above New York’s iconic flower market, I explored ways to connect that natural environment to our tech-focused studio—creating a calm, zen-like transition from the street below into an immersive digital space above.

Installation

 In the testing phase, I worked with the tech team to map the projection onto the space and ensure all visuals aligned accurately.

This process also led to developing a reusable After Effects template and structure for future installations at the studio.

SEGD Conference

 At the SEGD Conference, I presented Bloom as the welcoming experience for guests entering G&A’s open studio, introducing the calm, immersive atmosphere of the installation.