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Hawthorn Make Brain Waves at Adobe Summit EMEA 2018
UK – Europe’s largest digital marketing conference, the Adobe Summit EMEA 2018 returned to ICC ExCeL London earlier this month. Creative technical event production company, 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 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. Featuring a spectacular interactive projection mapped globe, a mind-bending LED slide and a load of technical wizardry, the Adobe Summit once again raised the bar for inspiring brand experiences.
With the conference focusing on how to deliver personal and engaging customer experiences, it was vital that the event practised what it preached and delivered the 'wow-factor' for delegates. Realising an idea by Russell Bennett, Partner at Taylor Bennett Partners, 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 set-up, 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 vibrant 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 was designed by renowned luminary designer Russell Grubiak who created a stunning design to complement the on-screen content whilst ensuring the speakers were beautifully lit. The rig included Claypaky Sharpy, Martin Aura XB and Martin MAC Viper Performance and Profile fixtures. An exciting new addition this year was the use of Robe RoboSpots, a remote followspot system that allowed operators to remotely control Robe BMFL fixtures from backstage using an external camera.
Audio in the Plenary 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 5,500 strong audience received the same excellent audio experience, regardless of their position. 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 vibrant South Beach, this year’s Summit Celebration saw party guests greeted by an impressive eight-metre high, four-sided projection mapped tower topped with 24 lasers. Appealing to the grown-up child and providing an opportunity to forget the restraints of adult-life, entertainment for the evening included a roller disco and a spectacular slide and ball pit combo, a creation dreamed up by Russell Bennett at Taylor Bennett Partners.
Rising up 11m into the air and leaving guests enthralled, the custom-made slide featured 8,640 pixels of LED tape, all individually mapped and triggered by infrared beams to deliver a never seen before party experience. The infrared beams, part of a bespoke system created in-house by Hawthorn experts, also triggered a camera on the ride which recorded and uploaded videos to a special Adobe Summit website enabling quick and easy social media sharing.
If that wasn’t enough, revellers also danced the night away to DJ Benny Blanco and Adobe Summit regulars The Earth Lights. With so many high-energy acts taking to the stage, the lighting and video design needed to be equally as impressive. Designed by Jack Sayer, Hawthorn’s lighting designer for the party, the team created three sections of tiered, curving and angular screens made from ROE MC7 LED panels supplied by 80-Six. To complement the unique aesthetic and create the perfect party atmosphere, the team created a spectacular lighting design. Controlled using eight separate lighting consoles, the rig featuring over 210 moving and 60 static light fixtures, including Robe BMFL Spots, Claypaky Mythos, Robe Robin 100 LED and Martin MAC Viper Wash DX.
Russell Bennett, Partner at Taylor Bennett Partners, said: “The pressure is always on when delivering an event for Adobe, a brand that is all about creating amazing customer experiences. We’re always looking for new ways to immerse and amaze delegates and by getting technical experts such as Hawthorn on board, we’re able to use technology to drive emotion and create engaging brand experiences again and again. We have a great relationship with the Hawthorn team and I know that they’ll always rise to the challenge and find a technical solution that will bring my creative vision to life.”
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 to find unique and creative solutions. The event also provides us with the opportunity to collaborate with other leading industry experts. By working with talented specialists such as our disguise experts Andy Coates, Rich Porter and Sam Lisher and fantastic companies such as Cinimod, we’re able to combine our expertise to create something truly extraordinary.”
31st May 2018
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