City Electrical Factors, the UK’s leading electrical wholesaler, hosted their 2nd CEF Live event at the NEC, Birmingham for both their contractor customers and account managers. Hawthorn was appointed by A&I Events to deliver full technical production for the occasion, including the design and delivery of an innovative floor projection surface which captivated delegates during conference sessions. 


Led by our Group Director of Projects, Simon Wood, we provided lighting, sound, video, and rigging for both the large exhibition space, the conference space and gala dinner at the neighboring Metropole Hotel.

Featuring over 55 trade stands from top electrical brands, the CEF Live exhibition space was a hive of activity. To display stand offers and exhibition information, we crafted the perfect display solution; a specially constructed circular LED screen. Measuring ten meters in diameter, the screen created an eye-catching focal point in the centre of the space.

The third day of the programme hosted CEF’s internal company conference featuring a host of inspiring talks, presentations, and awards for colleagues, including a guest appearance from The Apprentice’s Nick Hewer. We ensured the occasion was like nothing they’d seen before by adding in a floor-based 20m square projection surface. This enabled us to create content reinforcing imagery, enhance presenter walk-ons and transform those on stage into a variety of different environments, including the centre of a football pitch.

A series of projectors were also used to play out widescreen content around the stage, with films and PowerPoints created by Richer View Media Production and SomeBrightSpark.


Creating an equally stunning lighting design, Hawthorn used a mixture of fixtures to provide eye candy around the stage and to keep the presenters well lit. The clever choice of fixtures also helped to keep light spill onto the floor projection to a minimum. 


‘Hawthorn raised the bar at our Conference and LIVE Event this time round and feedback from customers, suppliers and CEF colleagues has been amazing – we are already wondering how we are going to go one better for the next one.’


Chris Ashworth, CEF General Manager