The Robert De Niro immersive film exhibition at Mercer Labs, titled “De Niro, New York,” opens its doors on June 19 in Lower Manhattan, inviting audiences into a 360-degree tribute to the actor’s legendary career. This groundbreaking installation, running through July 13, surrounds visitors with cinematic moments, honoring De Niro’s impact on film and his deep connection to New York City.
A New Type of Immersive Film Experience Debuts in New York
Bringing a fresh wave of film innovation to the city, “De Niro, New York” launches as part of the Summer Nights at Mercer Labs series, held in collaboration with Tribeca. The Museum of Art and Technology now hosts its first fully immersive film installation, offering a 20-minute journey crafted from decades of Robert De Niro’s celebrated roles. The experience leverages 360-degree projections, spatial audio, and massive scale, placing attendees directly inside moments from more than 40 films.
The piece originally debuted at this year’s Tribeca Festival in the Hexadome, honoring De Niro’s 80th birthday. Now restaged at Mercer Labs, it is co-directed by Sam Gill and Luke Neher and produced by Tribeca Studios together with Little Cinema. Their collaboration has condensed a lifetime of cinematic performances into an emotionally powerful, ever-evolving visual experience that unfolds seamlessly for viewers.
Artistic Vision and Technical Innovations
The creative force behind the project, Roy Nachum—co-founder and creative director of Mercer Labs—emphasized the personal resonance of working with such a cultural icon.
“Working with such an incredible talent—an icon—was a dream come true,”
—Roy Nachum, Co-Founder and Creative Director, Mercer Labs
Nachum shared how the project united his long admiration for De Niro with the excitement of collaborating alongside Tribeca.
“I’ve been admiring De Niro for a long, long time, and it was a great moment to work with Tribeca on that because that can open people’s eyes to see how we can create a film in 360.”
—Roy Nachum, Co-Founder and Creative Director, Mercer Labs
Mercer Labs, a pioneer in experiential art and technology, has never before presented such a fully immersive film environment. The exhibition features 26 projectors and a directional sound system that together create the effect of occupying 26 cinema rooms within one space. Nachum described the learning process behind orchestrating these technical complexities.
“I think what’s surprising is the mistakes,”
—Roy Nachum, Co-Founder and Creative Director, Mercer Labs
He elaborated on the immersive qualities of the setup.
“We have 26 projectors and directional sound—that’s equal to 26 cinema rooms. When you see things in different scales and the conversation between one wall and how it would react with the floor, the magic happens in the space. It’s like something you’ve never seen in your life.”
—Roy Nachum, Co-Founder and Creative Director, Mercer Labs
Capturing De Niro and New York’s Shared Legacy
For many, Robert De Niro symbolizes New York’s gritty energy and resilience. Tribeca CEO Pete Torres acknowledged how the installation encourages discovery each time someone steps in.
“You could experience it from different sides at all times. I’ve seen the piece probably 700 times, and every time it’s impressive,”
—Pete Torres, CEO, Tribeca
The film not only celebrates De Niro’s achievements but also pays homage to his ongoing relationship with the city, especially his influence on Lower Manhattan’s post-9/11 revival. Recall that De Niro co-founded the Tribeca Festival with Jane Rosenthal in 2002, positioned as an effort to restore the vibrancy of the area after the September 11 attacks. Torres spoke about this connection and the film’s unique perspective.
“There’s this moment in the film when De Niro moves downtown and people are asking, ‘Where is Tribeca?’”
—Pete Torres, CEO, Tribeca
He continued, explaining what the exhibition aims to represent for New Yorkers.
“Now look at it. This project carries that same spirit—bringing people back downtown, inviting them to explore something new.”
—Pete Torres, CEO, Tribeca
Editing and Crafting a Lasting Experience
Condensing the breadth of De Niro’s filmography into a single 20-minute narrative proved to be one of the production’s greatest hurdles. According to Torres, the abundance of material could have allowed for a film many hours long.
“You could do four, five, even 10 hours of this,”
—Pete Torres, CEO, Tribeca
The production teams from Little Cinema and Tribeca Studios spent considerable effort distilling the highlights of a career that has captivated generations. Torres reflected on how this final, focused result underlines De Niro’s enduring legacy.
“But we had to get it down to 20 minutes. The team from Little Cinema and the Tribeca Studios side did so much work to bring it down to a reasonable time. It just shows how impactful his career has been.”
—Pete Torres, CEO, Tribeca
The Future of Immersive Film at Mercer Labs
For a $70 ticket, visitors can attend the exhibition, which includes a drink and a souvenir (with non-alcoholic options for those under 21), making the Robert De Niro immersive film exhibition at Mercer Labs accessible as a special treat for film lovers, technology enthusiasts, and anyone captivated by New York’s creative spirit. Both Mercer Labs and Tribeca Fest hint at broader ambitions, indicating this may be the first of many such groundbreaking collaborations. Interested guests should note that “De Niro, New York” will only be in New York for a limited few weeks, making it a rare event in the city’s cultural calendar.
As New Yorkers and international visitors step into this one-of-a-kind event, they are invited to see De Niro’s world—and the city itself—through a new lens. By pushing the boundaries of film and art, Mercer Labs and its partners continue to shape downtown Manhattan as a destination for creative exploration and cinematic tribute.
