Imagination worked closely with the company over the last eight months in the development of the new high tech digital stand ensuring it reflects the core values of the iconic British brands.
The new stand name - 'The Residence' - was chosen because Jaguar Land Rover are welcoming customers to their autoshow home and would like them to experience first-hand the two great British brands.
The lighting of The Residence was crucial to set the right tone and feel. It also had a direct relationship with the way in which the stand would be operated and toured. Imagination's approach was to deliver a soft and warm multi-layered light throughout. This was punctuated by highlighted show pieces and decorative lighting, controlled by a sophisticated system that allowed each area to be operated independently. The lounge atmosphere was beautifully juxtaposed against the crisp daylight colours, used to light the cars in front of The Residence, and sat alongside decorative pendants, which were a tribute to British designers such as Lee Broom, Tom Dixon and Jasper Morrison.
One of the highlights of the stand was the high-res moving LED screens that had the ability to track across the stand to add drama and excitement. The LED technology delivered a high quality aesthetic feel with less power than ever before. Jaguar Land Rover's investment in technology resulted in huge reductions in energy consumption. Using the Lucent Lighting Focus 90 with LED50 2700K Gen2 LED engine meant that power consumption was reduced from 20KW to 3.4KW. Working with the specialist controls manufacture GDS, a DMX dimming solution was created that enabled any light to be put in any location on the stand and for there to be full control of the individual level of each fixture.
The stand, which is 1,500 square metres, is one of five kits that will service over 100 international and regional autoshows. The modularity and flexibility of the design means that each venue will have a unique configuration. The bespoke aluminium structure, by Van De Sandt, accommodates a custom mounting detail for the LED engines, which allows any beam to take any light irrespective of where it is on the stand. Combined with the flexibility of the control system it is possible to provide the highest level of flexibility with the least amount of work between each venue.
The show facades, floors and vehicles also utilised a majority LED based lighting solution. LED show lighting was used to light the warm stone floor and the colours of the light were tuned specifically for the stone finish and to suit the individual needs of the brands. Dramatic 'moments of focus' were created during the stand takeover, which saw the whole stand dim down focusing the audience's attention to the two feature vehicles on automated hydraulically operated platforms.
The vehicle lighting was designed to showcase the cars at their best whilst complimenting the architectural elements. A slightly warmer than normal lamp colour was chosen, compared to the colour traditionally used. The warmer colour still appears as daylight white in colour but is not too cold in the now warmer more luxurious environment of The Residence.
Jonny Milmer, Head of Lighting Design at Imagination said: "The lighting design was integral to the architectural design of the stand. The environment needed to feel premium and exclusive and the design needed to compliment the controlled, precise, and inviting architectural design and construction. It was vital that the design evoked the feeling of comfort and luxury, so all details and touch points needed to be of the highest standard. The feature pendants needed to have stand out and be aesthetically appealing to help clearly define the individual spaces. Beau
