Istanbul-based The Partners was hired to design and build the booth, including lighting and video for Turkish Telecom and its partner companies Avea and TTNET. The Partners CEO Firat Kasapoglu explained, "We were approached last fall by Turkish Telecom to pull off one of their most ambitious trade show booth concepts to date. The idea was to create a world where visitors would enter and feel a part of it. They also wanted a live stage where performers could entertain the audience in a concert-like setting. The booth needed to entertain as well as educate, and show a unity of the three companies but allowing each to maintain their own brand identity. We submitted a design and they liked it."
Procon Event Engineering of Germany was brought in to supply all lighting and video equipment. In addition to hundreds of lights, 12,800 Barco O-lite 510 tiles were used to build a 137x3m screen curved into a giant U-shape hanging 5m above the ground and surrounding the booth. Two Green Hippo Hippotizer HD Version 3 media servers were used to display a wide variety of content on the massive screen.
Video content was designed by Peppe Tannemyr and Lennart Wahlin of Beacon Digigobos. Tannemyr described the configuration of the screens. "We only needed two servers for the entire screen. One for sections A, C, and E, which were 4x3 higher resolution screens, and another for sections B and D, which were 1920x1080 and were the long side sections of the U. The Hippotizer was the only server that could manage the content on a screen that big without showing any kind of delay or jerky movement."
Lighting designer Per Sundin described the overall concept: "The booth was to be 'another world you walk into' - to show people the way into this world. That was the reason for the giant video wall and the sheer size of the space. It's meant to look impressive, expensive. The video was a key piece in unifying this giant place and echoing the different moods. It was constantly changing and provided this exciting pulse that enveloped the space. It was truly stunning."
(Jim Evans)
