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Hawthorn Supports Adobe Summit EMEA 2019
UK – Europe’s largest digital experience conference, the Adobe Summit EMEA 2019 returned to 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 production for the two-day event.
Focused on creating innovative customer experiences, over 6,000 delegates from across Europe, the Middle East and Africa gathered to hear the latest updates from Adobe Experience Cloud and its partners. Led by group creative director Pete Harding, Hawthorn was tasked to bring Taylor Bennett’s incredible vision to life, delivering the technical production for the main conference plenary, exhibition space, break-out sessions and the hotly-anticipated summit celebration. Featuring a spectacular light installation and an interactive projection mapped chill-out area, the Adobe Summit once again proved that when it comes to delivering extraordinary experiences, they knock it out the park.
It wouldn’t be the Adobe Summit if there wasn’t a wildly creative centrepiece drawing delegates into the exhibition space and this year certainly wasn’t any different. Measuring 500sqm and floating gracefully above the Adobe stand, this beautiful light installation, known affectionately as the Jellyfish, was dreamed up by Russell Bennett, partner at Taylor Bennett Partners. To turn his truly unique vision into reality, Hawthorn collaborated with experiential design studio Cinimod and laser specialist ER Productions. Four circle truss structures fitted with 84 Robe 150 beam fixtures and 84 DMX controlled fans allowed the illuminated material to billow float on air. With interactivity the name of the game, delegates changed the colour of the installation by passing their hands through a cage of 24 laser beams situated in the centre of the Adobe stand.
If one interactive experience wasn’t enough, guests were able to take some time out in the projection mapped chill out space. Inspired by the Adobe Experience Cloud, the area featured a series of deconstructed blocks that came together from a specific focal point to create the Adobe logo. Delegates were able to alter the colour and movement of the logo content in real-time using a handheld replica of the Adobe ‘A’ fitted with an accelerometer.
This year’s keynote theatre played host to a number of famous faces, including international human rights attorney Amal Clooney, actor Eddie Redmayne and comedian Jack Whitehall. With world-leading brands such as Unilever, BT and illycaffè taking to the stage to share their insights, Hawthorn used fifteen Barco UDX-4K32 projectors to create a mammoth 78 metre wide screen. With the addition of ROE CB3 LED panels supplied by 80-Six, this mega set-up delivered a jaw-dropping 24 million pixels.
Lighting in the keynote theatre was thought up by Russell Grubiak who created a stunning design to complement the on-screen content, whilst delivering dramatic walk-on stings and ensuring the speakers remained beautifully lit throughout. The rig included Claypaky Sharpy, Martin Aura XB and Martin MAC Viper Performance and Profile fixtures.
With the Summit being located at the opposite end of ExCel this year, Hawthorn had the challenge of maintaining the even coverage and excellent sonic quality of previous years whilst working with greatly reduced height and the complicated demands of maintaining sightlines to the mammoth screen. To accomplish this, they employed four hangs of 6 d&b V-series line array per side and a central array of 4V-series. Coverage for the bleachers was provided by four hangs of 4 d&b Y-Series line array and 1 Y-Sub to extend low-end to the back of the room. All V and Y line array were array processed to ensure even coverage throughout the venue. Additional fills in the room were provided by 14 D&B V-series point source boxes and ten Y-series point source boxes. Packing a real low-end punch this year were eight of d&b’s brand new SL-subwoofers, each featuring three 21” drivers.
Taking guests on a journey around the world, this year’s summit celebration saw guests party their way through Japan, India, Switzerland, America, France and the UK, sampling delicacies from each country along the way. From Taylor Bennett Partners vision, Hawthorn worked with creative event specialist Bimblabee Productions to ensure globe-trotting guests were in for a treat. A projection mapped replica of No.10 Downing Street allowed guests to catch a peek of Theresa May’s legendary dance moves through the window whilst a nine-metre high version of the Golden Gate Bridge created the perfect viewing platform to survey the spectacular surroundings.
If that wasn’t enough, revellers danced the night away to pop sensation Jess Glynne, DJ Benny Blanco and Adobe Summit regulars The Earth Lights. Taking guests up, up and away, thousands of white balloons were used to form clouds that surrounded the stage whilst vintage hot air balloons and propeller planes hung from the ceiling to complete the sky set-up.
To create the perfect stage background to display vibrant video content and allow beams to pass through, the Hawthorn team installed 181 panels of GLUX BAtN LED panels. A striking lighting design enhanced the party atmosphere, with Robe LED 150 Beams, Robe BMFL’s, SGM P5s and MAC Viper Wash fixtures featuring in the impressive rig.
Russell Bennett, partner at Taylor Bennett Partners, said: “The Adobe Summit is where experience makers are born so the pressure is always on to find new ways to immerse and amaze delegates. By getting technical experts such as Hawthorn on board, we’re able to utilise the latest technology to create engaging brand experiences that forge everlasting memories. We have a fantastic relationship with Pete and the Hawthorn team and no matter how crazy the idea, I always know that they’ll rise to the challenge and find a technical solution that will turn my vision into reality.”
Pete Harding, group creative director at Hawthorn commented: “It is always a privilege to work on the Adobe Summit EMEA with Russell and the award-winning team at Taylor Bennett Partners. They’re renowned for delivering awe-inspiring brand experiences and every year, the summit pushes that bar higher and higher. We love using the latest production technologies to find unique and creative solutions to bring their incredible visions to life and by working with industry experts such as Cinimod Studios, ER Productions, Andy Coates and Graymatter Video, we’re able to combine our expertise to deliver something truly extraordinary.”
11th June 2019
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