ADOBE SUMMIT 2016 EMEA

CLIENT: TAYLOR BENNETT PARTNERS

Europe’s largest digital marketing conference, the Adobe Summit EMEA 2016 kicked off on 11-12 May 2016 at ICC ExCel London and we worked with the guys at Taylor Bennett Partners to bring their exciting vision for an interactive sculpture to life.  

Hawthorn also delivered the full technical production for the conference, including the main conference plenary which involved flying a Tesla, break-out rooms delivering over 100 sessions and the much anticipated Summit Celebration. Technical production for areas including the engaging social media space and sleek VIP area, were also part of the exciting remit.

 

THE BRIEF

Over to Russell Bennett, Partner at Taylor Bennett Partners, to explain how the sculpture came about: ‘We’re always looking for new ways to immerse, engage and excite delegates and aim to create memorable new Adobe experiences each and every time. This time, we wanted to create something beautiful, intriguing and relevant, as well as downright cool, to lead the way to the Adobe stand at the very heart of the space.

‘I had an idea to create an interactive sculpture that resonated with a string of digital data and sent a CAD drawing of the idea to Pete at Hawthorn to have a chew on.’

Hawthorn was also briefed to deliver the full technical production for the conference, including the main conference plenary which involved flying a Tesla, break-out rooms delivering over 100 sessions and the much anticipated Summit Celebration. Technical production for areas including the engaging social media space and sleek VIP area, were also part of the exciting remit.

The Execution

5,000 delegates entering the conference registration and exhibition area encountered the colourful overhead installation upon arrival. Floating above them were 609 individually controllable and pixel mapped 400mm square LED cubes - custom created, programmed and installed by Hawthorn - which intriguingly snaked their way through the exhibition space and the social zone, to the Adobe exhibition stand, where delegates found the interactive element of the sculpture.

With a brief to create a clean and discreet installation, we worked with Glasson electronics who were able to engineer a solution to meet the brightness requirements of the cubes, whilst allowing them to use very thin cables, giving the illusion that they were floating in mid-air, whilst in reality were flown on 78 custom metal frames.

 

Designed to encourage live audience participation, the interactive control system for the cubes, developed by Cinimod, used a camera to recognise body movements of those in front of an LED screen. Participants were able to play with and control the cubes on screen, throwing them upwards to join the physical structure, with the chromatic cubes progressing down the full length of the sculpture. The installation was completed by Hawthorn’s introduction of an LED floor, creating a sense of complete immersion in the sculpture. Accompanying audio for the installation was created by North v South.

OUR CLIENT SAID

Russell Bennett, Taylor Bennett Partners: ‘Pete’s the guy who brings my ideas to life and I know once I’ve sent something to him, Hawthorn will rise to the technical challenge and find a way and the right people to make it happen.  

‘It was amazing to see delegates engage and play with the sculpture and it certainly added a new dimension to the Summit experience. The technical production for this event is huge and as ever, Hawthorn were spot on. The whole event couldn’t have looked more stunning.’