Creative Technology’s UK and German operations joined forces to present a combined show of LED strength at 73rd International Motor Show, held at Geneva’s Palexpo.
Significant inventories of Barco DLP projection, and Barco I-Lite 8 and Barco I-Lite 10 indoor LED screens were shipped to site from the UK for the Ford group stands, and from CT-Germany, who handled the multimedia displays for Saab.
CT also provided IT infrastructure for the Ford Motor Company stands, working through design and production company, Imagination, and elsewhere repeated the stunning Watchout display for Lexus they had debuted in Paris last Autumn, to assist in the promotion of the newly-launched RX300.
Working on the Lexus stand, CT’s Paul Holden oversaw the inventive multimedia display using content and new graphics specific to the RX300 (and some hard wire camera patching). CT deployed Barco 3-chip DLP G8’s, rear projecting a single continuous image, while the Dataton Watchout system was used to handle the content and soft edge blend overlap between projectors.
The restricted dimensions necessitated critical placement of the devices to achieve maximum effect across the 15.5m x 1.75m canvass (slightly smaller than that fielded in Paris). “Due to the limited throw distance available to us, mirrors were used to fold the light path behind the screen; because of the soft edge blend overlap the projection rig had to be set with pinpoint accuracy,” he said.
Show content comprised looped ambient footage of serene landscapes created by design team and 3D animation specialists, BBC Media Arc – all cued from Watchout, via a rack of Creative Technology’s PC’s fitted with high end graphics cards.
For the Ford group, Creative Technology provided a full IT service, including interactive pods; this was utilised by both Mazda and Land Rover.
The Ford brand itself fielded two 9 x 5 I-Lite 10 screens, showing film footage played back from a Doremi V1d disk recorder.
Mazda’s LED display medium consisted of a 21 x 5 Barco I-Lite 10 construction, fed from a computer source, running various animations and VT’s. Land Rover configured an 11 x 6 I-Lite 8 display, fed from one channel of 16-channel MPEG server, which also provided feeds to a range of LCD monitors around the stand, supplied by CT.
Jaguar preferred to loop corporate promotional material onto an 8×5 Barco I-Lite 8 screen from a Doremi V1d disk recorder.
Over at SAAB Automobile AB, Georg Rössler’s newly-formed CT Germany showcased three 5 x 2 Barco I-Lite 8 LED screens for the launch of the new SAAB 9-3 Convertible.
For the first time all cars have been used as indirect speaker systems in cooperation with Dimension Audio, another Avesco company.
CT Germany provided an innovative sound system where special driver kits were built into the car and the body of the car was used as the speaker surface. CT Germany also provided all interactive car information terminals on the booth, programmed (in three languages) and graphically designed by the highly experienced multimedia staff in Germany.
The company also supplied all IT equipment for the press centre and offices.
For Jack Morton Worldwide Detroit – and the combined press conference from Opel and SAAB – CT Germany provided full digital camera sets, and a highly-innovative line array sound system from Nexo. The press conference was simultaneously broadcast via fibre link to the Opel booth, approximately 200 metres away.
The 13-day show proved another successful outing for the Creative Technology team. Jonathan Sheard, responsible for all the LED displays on site, notes that LED is now firmly established as de rigueur at auto shows. “Every major player is now utilising some form of LED display,” he notes.
The next dates on the circuit will be Stockholm (April 3-13), Leipzig (April 4-13) and Barcelona (April 26-May 4) where CT services will again be provided provided to many major car manufacturers.