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MMM Magic for Jaguar
An active car mechanics workshop at Bruntingthorpe Proving Ground, Leicestershire was transformed into a high tech auditorium and presentational space for the three-week event. The environment created also included break out learning centres, a contemporary and radical dining experience, kitchens plus a series of lit walk-throughs with industrial sculptures made from Jaguar engine parts.
The primary objective was to highlight Jaguar’s new diesel and aluminium technology, perceived as being central to the future of the brand. As well as coming up with the event concept and format, MMM’s technical production crew supplied all necessary sound, lighting, video and AV and other infrastructure required.
Approximately 700 delegates were accommodated from the 110 Jaguar UK dealerships explains MMM managing director Charles Moyle. They’d already seen the cars and so spent the day intensively learning and test driving new vehicles with professional F1 and rally drivers, both on track and on road.
The idea was that they left feeling not just vibed up about Jaguar’s new models, but also with enough practical knowledge and first hand experience to make informative comparisons with competitor products. “We took Jaguar’s confidence in their product and used it as the event’s underlining philosophy,” says Moyle.
Finding the right venue was a challenge. Bruntingthorpe was ideal – an old World War II US Air Force base, complete with miles of track for some rigorous test driving. It was also in budget for the three-week hire period says Simon Allison, mmm’s Production services director.
The main auditorium was transformed from an oily workshop into an unrecognisable sleek presentation gallery by Allison. “It’s all about delivering the live brand experience to the highest standards, she said.
First they blacked out the room with wool serge drapes and had it carpeted in a contrasting grey colour. The set was then installed and completed with a lighting design.
The set consisted of clean white curved panels inset with a 12 ft wide central video screen. The panels were designed to be changed via different coloured wash and textured lighting scenes, achieved using a mixture of YPOC 250 and 300 moving head fixtures, including customed Jaguar gobos. The bottom rim of the set was illuminated with Lumos 120mm LED strips – chosen to provide an even wash up the walls. More colour-changing LED strips were placed on the seats of two cars flanking the main set panel, creating an iridescent internal glow.
Up above, a white ‘sail ceiling was stretched between Minibeam trussing which in itself was attached to a trussing motor grid hung off the building RSJs.
Other lighting effects included the installation of MR16 down-lighters in the entrance walkway and Uno down-lighters in the classrooms and seminar areas.
Sanyo XF45 projectors were used on the main 16:9 screen, which were being fed by an Analog Way graphic switcher 2. Inputs included Betacam SP, DVD and four laptops. IML hand-held communicators were used allowing delegates to vote on their favourite jaguar – and competitor – options after the test drives. The results were all fed into a computer analysed and output as a series of statistical graphics for the final presentation and discussion of the day.
The event was highly successful, says Peter Leake. “MMM had once again fully understood the needs of the training and come up with a package that allowed us to really get the diesel message across to our dealers; the set was superb, the organisation of the event was exemplary and the quality of their team was second to none – a truly professional organisation.”
28th July 2005
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