Instagram sensation The Color Factory has arrived in New York City, where visitors can interact with a myriad of tonal installations and take photos in a giant blue ball pit.
After an eight-month stint in San Francisco, the exhibition has taken over 20,000 square feet (1,860 square metres) of space in Soho for a yet-determined time period.

The team, headed by founder Jordan Ferney of Oh Happy Day, enlisted a host of artists to contribute works ? some of which have a local twist.
"A talented roster of collaborators [...] will tell their unique colour stories and engage the senses in unexpected ways," said a statement from Color Factory.

Visitors arrive to the Spring Street address and enter into a foyer area, where poetry about New York's colours by Won McIntosh is written on the wall, and fabric ribbons installed by Emmanuelle Moureaux create a rainbow effect overhead. Each guest is registered and given a card with a QR code, which they can scan along their journey to take photos at various stations, without holding their smartphones. The images are emailed almost instantly.

The experiences are encountered room by room, connected at times by stripy corridors or snack stops. One space is filled with balloons that are buffeted around by wind machines, which visitors can also take advantage of for hairography.
Another room challenges pairs to draw each other, while a further area features glockenspiel blocks for creating a musical cacophony.

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