Gatecrasher managing director, Simon Raine, said the idea of beaming moving images out on the Leeds City Centre Loop came to him once he realised that 12,000 cars drove along the road every day. "You drive through London, New York and Tokyo and you get hit by moving images everywhere. It's a good form of advertising, particularly in the current climate where local authorities are clamping down on printed material being handed out. We needed a new idea, and this is it."
His production team reviewed the market alternatives, and many of the routes they pursued led to Unitek. "They seemed a proficient company, and so it proved," he continued. For the original 1920's 'Tower Cinema' fascia was made out of lead, and given the building's Grade-II listing, could not be removed. "Unitek came up with some inspired bespoke engineering, creating four 'garage door' like panels as a frame onto which the display was mounted. We were very impressed with their solution."
In the new world of digital signage, the potential of the display, he says is immense. The club has already employed its own content creators, and in addition to computer-generated graphics, the Unitek display will be able to take any DVI signals - showing club trailers, movie clips, and eventually open up a new revenue stream for Gatecrasher as an advertising display.
Using 'convergence' lighting and video technology to its optimum creative effect, the new club also has a sophisticated distribution/relay system based on a Catalyst Pro v3.3 Media Server. This is used in conjunction with a Hog PC (fitted with Playback and Programme wings). Featuring radical new LED dancefloor technology, Gatecrasher's long-awaited second club (their first is in Sheffield) is the first step in their new 'Boutique' adventure designed to increase turnover to £11.2m by 2007, by revolutionizing the late night experience.
(Lee Baldock)Unitek V9 LED beams out across the Leeds City Centre Loop.
