GLASTONBURY FOR ACCOUNTANTS: SUPPORTING XEROCON LONDON 2019
Billed as the world’s most beautiful and innovative conference for cloud accounting leaders, Xerocon London 2019 returned to ExCel London on 13 - 14 November 2019. Bringing together accountants, bookkeepers, ecosystem partners and industry leaders, over 3,500 delegates gathered to find out the latest news and updates from cloud-based accounting software company Xero. We were chosen by agency Taylor Bennett Partners to deliver the full technical design and production for the two-day event.
Led by Pete Harding, our head of creative technical, the company 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 a mammoth LED screen, an impressive lightbox installation and even a village green complete with a cricket pitch and projection-mapped pond, Xerocon London 2019 once again proved it why it isn’t your typical accounting conference.
The impressive Xerocon main stage played host to two full days of informative sessions from industry experts, business leaders, thought makers and even astronaut Major Tim Peake. Made from 413 panels of ROE CB5 LED, the three-section screen measured a staggering 44 metres wide and 368m2. Custom-made circular LED discs, each featuring 255 individual RGB pixels per fixture, were used between the sections to add eye-candy reminiscent of digits found on a retro calculator – fitting for an accountancy conference.
Lighting was designed by luminary designer Russell Grubiak who created a stunning design to complement on-screen content and the Xero brand whilst also ensuring the speakers were beautifully lit. Audio in the Keynote Theatre 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 3,500 strong audience received the same excellent audio experience, regardless of their position.
To ensure the Xerocon exhibition space was as impressive as the main stage, we worked closely with the team at Taylor Bennett to realise their vision of a striking lightbox installation. Designed to draw delegates towards the Xero stand, we used eight 14m x 1m lightboxes along with custom-made lightshades that softly diffused the colour changing light, creating a clean yet impactful aesthetic.
If one incredible installation wasn’t enough, the exhibition space also featured a village green, complete with the Xero Arms, a cricket pitch and a projection-mapped pond. Transporting delegates from ExCeL London to a quaint country village, the set-up was completed with a dynamic 38 metre x 10 metre projection on the back wall.
Closing the first day of the conference, the Xerocon party provided delegates with an opportunity to pop on their dancing shoes and enjoy an evening packed full of excellent food, music and activities. Revellers were kept well entertained with performances from Skimmington Ride on a Glasto-inspired acoustic stage and Mad Hen who rocked the main stage.
Russell Bennett, Partner at Taylor Bennett Partners, said; “With Xerocon often referred to as the Glastonbury for accountants, the pressure is on to make sure we deliver an amazing brand experience that creates powerful memories for delegates. By getting technical experts such as Hawthorn on board, we’re able to utilise the latest technologies to create those wow moments that forge emotional connections with audiences. I always know that the team at Hawthorn will rise to the challenge and find innovative solutions that bring my creative visions to life.”
Pete Harding, Head of Creative Technical at Hawthorn, commented; “The award-winning team at Taylor Bennett Partners are renowned for delivering incredible brand experiences and Xerocon London 2019 is another amazing example of that. People may have pre-conceptions about an accountancy conference but as soon as you step into the Keynote Theatre or the exhibition space at Xerocon, they’re forgotten! The event really breaks the mould and is a true disruptor in its sector. Russell always has a fantastic vision and we love getting creative with the latest production technologies to bring his exceptional visions into reality.”