Europe’s largest digital marketing conference, the Adobe Summit EMEA 2018 returned to Excel London earlier this month. Creative technical event production expert, Hawthorn was once again chosen by agency Taylor Bennett Partners to deliver the full technical design and production for the two-day event.
Focused on the future of digital marketing, over 5,500 delegates from across Europe, the Middle East and Africa gathered to hear the latest’s updates from Adobe Marketing Cloud and its partners.
Led by group creative director Pete Harding, Hawthorn was tasked to bring Taylor Bennett’s impressive vision to life, delivering the technical production for the main conference plenary, exhibition space, break-out rooms and the Summit Celebration evening event.
Hawthorn collaborated with Cinimod to create a spectacular 6m interactive projection mapped globe that formed the centrepiece to the Adobe stand. Designed to represent the brain of Sensei, Adobe’s artificial intelligence engine, delegates were able to control the content on the globe using facial recognition and RFID technology embedded in smaller coloured replicas.
These combinations then created a unique live experience that exploded out across the exhibition space, appearing on an LED floor underneath the globe, eight surrounding screens, LED blades and 30 LED panels inset in to sponsor stands. To complete the immersive setup, eight aroma machines delivered different scents depending on each unique users interaction with the experience, along with accompanying audio tracks delivered by directional speakers.
This year’s plenary stage played host to a number of famous faces, including fashion business woman Victoria Beckham OBE, World Heavyweight Boxing Champion Anthony Joshua MBE and comedian Rob Brydon. With top brands such as Sky, Ford Motor Company and Virgin Atlantic taking to the stage to share their digital insights, Hawthorn used their new-to-stock Barco UDX-4K32 projectors to create three vast screens to display Adobe’s video content. ROE CB5 LED supplied by Transition Video was used to create on-stage walk in and walk off tunnels, blending seamlessly with the projection. Four relay screens were also installed to ensure everyone in the audience had a perfect view of the action.
Lighting in the Plenary included Clay Paky Sharpy, Martin Aura XB and Martin MAC Viper Performance and Profile fixtures. A new addition this year was the use of Robe RoboSpots.
Audio in the Plenary was delivered using a d&b audiotechnik V Series line array.The system was powered by 19 D80 amplifiers and controlled through a Yamaha CL5 desk using Dante network.
Transporting guests from London’s Docklands to Miami’s South Beach, this year’s Summit Celebration saw party guests greeted by an impressive 8m high, four-sided projection mapped tower topped with 24 lasers.
Pete Harding, creative director of projects at Hawthorn, commented; “Russell and the team at Taylor Bennett Partners are renowned for delivering award-winning brand experiences that inspire and engage audiences so it’s always a privilege work with them on the Adobe Summit EMEA. They always present us with a host of challenges and we love using the latest production technologies.”