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[Newyork]20.Sleep No more
Street Branding | 2012.03.27
Masked and silenced upon arrival at The McKittrick Hotel, guests enter into an immersive theatrical experience of Shakespeare’s Macbeth play; this is Sleep No More. As a ‘choose-your-own-adventure’ experience, each of the five floors at the fictitious McKittrick Hotel is embellished in highly detailed set designs that provide context and a realistic adventure into the lives of the actors. There is no stage, instead, there are five floors where guests become part of the scene at which the acting is occurring. Guests are masked before entering the various floors of the hotel, and absolute silence is demanded of guests while they freely travel through various rooms and floors, experiencing different parts of the Macbeth story throughout each floor.

The power of Sleep No More is its ability to transform guests into fearless beings through the power of anonymity and silence. By masking each guest, and demanding silence, people are unified under this silent ambience, yet individualized by their own curiosities. Anonymity empowers guests to explore, while silence empowers guests to listen to all five of their senses; together, identity is silenced as a whole and the collective experience is heightened to yield personal exploration.

Masks worn by all guests before entering hotel floors

Upon arrival, each guest is handed a ‘room key’ in the form of a playing card to denote group order for entering the hotel floors

Guests are welcomed into a cabaret bar at The McKittrick Hotel, before being masked and guided into 
the hotel floors

At the end of the experience, guests find their way back to the cabaret bar where they’re able to ‘unmask’ themselves and enjoy the live jazz band