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Exclusive: Louis Vuitton's Secret Ganzfeld Project Becomes A Little Less Secret

November 21, 2012 at 2:31 PM | by | ()

Remember the top secret, invite only art installation being built at the Louis Vuitton store inside Crystals? No? We don't blame you. After this writer broke details of the Ganzfeld project back in September, public reaction was a deafening silence. It was though no one believed it was real. Well, it is and we have another exclusive update. And, present the possibility you might actually be able to experience this incredible project in person.

On the third floor of the country's largest Louis Vuitton store, artist James Turrell is creating a sensory deprivation art piece that will turn your mind inside out. Known as the Ganzfeld, visitors carefully walk through three small rooms to a "Sensing Space." A room filled with light that creates a heightened state of sensory awareness. For a brief time, your manipulated world will appear to extend forever. No edge to the horizon. No end to the space stretched out in front of you. Your mind and brain will wonder what hit it.

We included a breakdown of the experience here, and we've unearthed more of the day to day operations of this unique attraction. This is no novelty gimmick. But an impressive commitment to an artist, his singular vision and a bizarre fusion of commerce, branding and creative patronage.

The Ganzfeld project will welcome select guests 365 days a year, seven days a week, from noon to 8 p.m. Quite an investment for the store. There are three ways to gain entry. A sign-up page is being created on the Crystals website. Phone requests will be assessed by an exhibit curator, or you might receive a personal invitation while shopping inside the boutique. We don't yet know the restrictions of making a visit request via the website. But, we know access is strictly limited. Only six people at a time can ever enter the exhibit. And, only 15 tours can be scheduled per day. That's a one in 90 chance you'll make the grade.

If you ever make it upstairs via the private, receptionist-controlled elevator, you'll need to sign a very thorough waiver. It covers all safety issues in case you fall, trip, or just get dizzy. Safety is a primary issue, but they'll take very good care of you. You'll also need to take off your shoes. Booties will be handed to you. No word if they are Louis Vuitton branded.

Safety and exclusivity are central to the Ganzfeld experience. To create the visual effect, a sharp drop-off similar to an infinity pool creates a possible hazard. They don't want you falling. It can also be very disorienting to guests. So, a minimum of three guards will be on hand at all times. If any visitor gets to close to the drop, a floor sensor will turn on the lights and switch off the attraction.

Visitors will be asked to whisper, move slowly and not to touch the walls. There can be no photographs and no cell phones. Meditation, or at least contemplation, is encouraged. It won't be to everyone's liking and they prefer you slowly acclimatize to the sensation. From booties to mind blown will take about 15 minutes.

A small number of special events will based around the exhibit but, again, there will be strict restrictions on the number of guests.

Everything we learn makes us even more fascinated by the precision, attention to detail and total commitment being expended to create a unique experience. For a hint of the visual properties, we've included a video of Turrell's similar designs. The permanent Ganzfeld installation certainly seems to surpass his previous work and push the limits of his vision. It may prove to be the most exclusive and worthwhile attraction on The Strip.

Archived Comments:

No thanks

I prefer to never find out whether I'm considered "important enough" to view this exhibit. Do we really tolerate this level of pretension in an economically-ravaged 2012? Another reason to steer clear of Crystals. Thanks for the heads-up.


I totally agree with Sam-it's unreal how ignorant supposedly intelligent people have become!

Good Luck with that PR concept.

If an art installation fails to attract visitors on the Strip and no one is around does it still make a sound?