This follows on from PID's work with Paula Reason of Cadmium Design and Steve Inwood, Hard Rock International's director of European Development at the Hard Rock Café in London. Here they supplied a customised VersaTile installation for the back wall of the basement bar.
PID's David March says: "We were delighted to working with Paula, Steve and the Hard Rock Team again - they are always up for pushing technology to new and interesting boundaries."
The award winning Barcelona site is the busiest HRC venue in Europe - situated right on the aorta of Plaça de Catalunya. Such was the success of the VersaTile installation in London, that it was decided a similar feature was a 'must have' for Barcelona.
The Barcelona VersaTubes are designed as a long flat line of tubes stretching the entire length of the bar. A mirrored wall at one end creates an infinity effect.
The Tubes are fixed in place by a special panel, designed by PID and fabricated by the shopfitters, Davies, also based in London. This was attached to the wall and the Tubes are then slotted into it - leaving an extremely stylish stainless steel finish between each tube - and quick and easy access and removal if needed.
The tubes are controlled by an Element Labs C1 controller, specified by PID as a simple to use and operate solution for general fixed installations. It has a Compact Flash card memory and can store up to 256 memories. PID also made a bespoke 8 button push-button controller for HRC Barcelona, which selects eight different sequences of content.
Reason and PID put their heads together to create eight clips of special video content from scratch to play through the Tubes, utilising material from PID's digital content catalogue which was treated and re-rendered to suit the application. All the on site installation and commissioning was undertaken by PID's Rob Smith.
