Hawthorn supports Adobe Summit EMEA 2019
- Details
Focused on creating innovative customer experiences, over 6,000 delegates from across Europe, the Middle East and Africa gathered to hear the latest updates from Adobe Experience Cloud and its partners.
Led by group creative director Pete Harding, Hawthorn was tasked to bring Taylor Bennett’s vision to life, delivering the technical production for the main conference plenary, exhibition space, break-out sessions and the Summit Celebration.
Measuring 500sq.m and floating above the Adobe stand, the Jellyfish, was dreamed up by Russell Bennett, Partner at Taylor Bennett Partners. For this, Hawthorn collaborated with experiential design studio Cinimod and laser specialist ER Productions. Four circle truss structures fitted with 84 Robe 150 beam fixtures and 84 DMX-controlled fans allowed the illuminated material to billow float on air. With interactivity the name of the game, delegates changed the colour of the installation by passing their hands through a cage of 24 laser beams situated in the centre of the Adobe stand.
This year’s Keynote theatre played host to a number of famous faces, including international human rights attorney Amal Clooney, actor Eddie Redmayne and comedian Jack Whitehall. With brands such as Unilever, BT and illycaffè taking to the stage to share their insights, Hawthorn used 15 Barco UDX-4K32 projectors to create a mammoth 78m-wide screen. With the addition of ROE CB3 LED panels supplied by 80-Six, this mega set-up delivered 24m pixels.
Lighting in the Keynote theatre was thought up by Russell Grubiak who created a design to complement the on-screen content. The rig included Claypaky Sharpy, Martin Aura XB and Martin MAC Viper Performance and Profile fixtures.
With the Summit being located at the opposite end of ExCel this year, Hawthorn had the challenge of maintaining the even coverage and sonic quality of previous years’ whilst working with greatly reduced height and the complicated demands of maintaining sightlines to the mammoth screen.
To accomplish this, they employed four hangs of 6 d&b V-series line array per side and a central array of 4V-series. Coverage for the bleachers was provided by four hangs of four d&b Y-Series line array and 1 Y-Sub to extend low-end to the back of the room. All V and Y line array were array processed to ensure even coverage throughout the venue. Additional fills in the room were provided by 14 d&b V-series point source boxes and 10 Y-series point source boxes. Packing a real low-end punch this year were eight of d&b’s brand new SL-subwoofers.
For this year’s Summit Celebration, Hawthorn worked with creative event specialist Bimblabee Productions. A projection mapped replica of No.10 Downing Street allowed guests to catch a peek of Theresa May’s dance moves through the window whilst a 9m-high version of the Golden Gate Bridge created a viewing platform to survey the spectacular surroundings.
The Hawthorn team installed 181 panels of GLUX BAtN LED panels. A striking lighting design enhanced the party atmosphere, with Robe LED 150 Beams, Robe BMFL’s, SGM P5s and MAC Viper Wash fixtures featuring in the impressive rig.
Russell Bennett said; “The Adobe Summit is where experience makers are born so the pressure is always on to find new ways to immerse and amaze delegates.”
Pete Harding concluded, “It is always a privilege to work on the Adobe Summit EMEA with Russell and the award-winning team at Taylor Bennett Partners. They’re renowned for delivering awe-inspiring brand experiences and every year, the Summit pushes that bar higher and higher.”
(Jim Evans)
