As part of this landmark moment, LED rental screen provider JM Rental has installed Lighthouse LED screens at the Macau pavilion, in the Expo's Urban Best Practice Area (UBPA). Located in Puxi District, the UBPA allows cities to independently participate in the World Expo to show explicitly innovative programs designed to improve the quality of urban life. JM Rental worked closely with Don't Believe in Style (DBIS), the creative agency responsible for the Macau pavilion's visual content.
"The Shanghai Expo is without a doubt a monumental event for China, a reflection of how much progress has been made in the past 30 years. Working closely with the creative geniuses at DBIS has been a wonderful experience, and it's great to see their designs come to life on the LED screens. We are extremely proud to be the LED screen provider for the Macau Urban Best Practice Area at Expo 2010 Shanghai China," said Kenneth Yip, operations director, JM Rental.
JM Rental supplied five screens in total, all comprising Lighthouse R4-S 4mm SMD LED panels. A large L-shaped screen was installed on the second floor. The screens display content in rich, bold color, and the excellent contrast ratio and resolution bring images to life even at the shortest viewing distances, a critical requirement for the pavilion.
The Macau pavilion is promoting the Macau Martial Arts Team with a creative exhibit based on the Wuxia novels of Jin Yong, published throughout the 1950s and 60s. DBIS's art designer helped create five-minute clips that recreate famous scenes from the novels, bringing them to life on the LED screens.Ten of the novels' characters were cast, all played by members of the Macau Martial Arts Team.
"On the very first day of the Expo, we overheard many of the visitors remarking how amazing the LED screens at the Macau Urban Best Practice Area were. We selected the R4 screens because we needed the very best visual quality to ensure our work delivered full impact, and have fully lived up to our expectations." said Angus Chu, founder and managing director, DBIS.
(Jim Evans)
