Xerocon London 2018 brought together accountants, bookkeepers, ecosystem partners and industry leaders. Hawthorn was chosen by agency Taylor Bennett Partners to deliver the full technical production for the two-day event held at ExCel London on 14- 15 November.
Over 3,300 delegates gathered to find out the latest news and updates from Xero, a cloud-based accounting software company. Led by group creative director Pete Harding, Hawthorn was tasked to bring Taylor Bennett’s impressive vision to life, delivering full technical production for the main conference plenary, exhibition space, break-out sessions and evening party. Featuring three technical installations including a mammoth custom-made LED sculpture and an indoor zip wire, Xerocon London 2018 proved it wasn’t a typical accounting conference.
The Xerocon main stage cut an impressive figure. Measuring 57m-wide, Hawthorn used nine Barco UDX-4K32 projectors to create the unusual pill-shaped screen. This set-up included two circular screen sections at the edges of the stage which acted as relays, ensuring everyone in the audience had a perfect view of the on-stage action.
Taking inspiration from the Xero logo, Hawthorn realised an idea by Taylor Bennett to create a striking 12 metre-diameter LED wheel to encompass the end of the main stage. Made from 249 custom-made LED fixtures, each using 255 individual RGB pixels per disc, the striking structure delivered 63,495 pixels.
Lighting was designed by Hawthorn’s head of lghting Jack Sayer, Will Plenty and luminary designer Russell Grubiak who created a design to complement the on screen content and the Xero brand whilst also ensuring the speakers were beautifully lit. The rig included Clay Paky Sharpy Wash, Martin MAC Viper Performance and Chroma Q Colour Force 72 fixtures.
Audio in the main stage was delivered using a d&b audiotechnik V Series line array. The system, which uses full ArrayProcessing, ensured that audio was delivered evenly across the space so that each member of the 3,300 strong audience received the same audio experience, regardless of their position. The system was powered by 13 D80 amplifiers and controlled through a Yamaha CL5 desk using Dante network. Hawthorn further enhanced the conference experience by using Interactio, a system that streams real-time audio to attendees’ phones.
Pete Harding comments: “The award-winning team at Taylor Bennett Partners are renowned for delivering incredible brand experiences that inspire and engage audiences so it’s a privilege to work with them on Xerocon London 2018. Russell always has a fantastic vision and we love bringing his ideas to life using the latest production technologies.”