Consisting of six screens and stretching 72m in length, Storm Cromination London is situated at a prime location on Cromwell Road, the main artery running from Heathrow Airport into the capital. Its owner, media giant Clear Channel UK, digitised the original traditional series of billboards in the autumn of 2015 to offer brands dynamic, data-driven advertising opportunities at this unmissable site.
In the spring of 2016 Clear Channel UK approached ACSP with a desire to upgrade the site by adding a dynamic lighting scheme that would respond live to the dominant colours of the digital content being broadcast on the vast screens.
Working from Storm Cromination London's original lighting design - created by consultants, LAPD - the ACSP team implemented the scheme - specifying, supplying, installing, programming and commissioning the solution, and taking care of all related project management aspects.
To control the system, ACSP installed three amBX Light-Scene Engines, which are specifically designed to take intelligent and intuitive lighting to new levels.
For an outdoor structure in such a busy urban setting, reliability was key. Because of this, ACSP elected to use Traxon Technologies luminaires as ACSP senior project manager, Andy Holmes explains, "We used 21 of the Traxon Washer Allegro XB36 RGB (30 deg) because of their excellent build standard and five-year warranty. The luminaires have a colour range of 16.7m additive RGB colours and their simple design means we can daisy-chain them together to form long runs. We also made customised barn doors to prevent spill beyond the screen surround for the Washer Allegros used on the front of the platform."
To graze the supporting structures evenly, ACSP proposed the use of 128 Traxon Liner Allegro XB36 RGB. "The Liner Allegro's high output, energy efficiency and ultra slim 50x10 deg linear optics feature a suitably narrow beam angle for this purpose," continues Andy.
Laura Scholes, delivery manager for the Storm portfolio at Clear Channel UK, comments, "Storm is Clear Channel UK's super-premium digital brand and the recent transformation of our Cromwell Road site into Storm Cromination London looks absolutely incredible. All of the sites in Storm's portfolio marry the latest technologies with architectural design in order to offer advertisers total ownership of some of the most stunning digital out of home sites in the world."
(Jim Evans)
