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Harman’s Martin Professional lighting fixtures at auto shows in the U.S. and Europe

Harman’s Martin Professional lighting fixtures at auto shows in the U.S. and Europe
Harman’s Martin Professional lighting fixtures at auto shows in the U.S. and Europe

At the North American International Auto Show 2015, Ford’s redesigned F-150 took home the ‘North American Truck of the Year’ award. The vehicle was part of an interactive booth that Imagination spent nearly a full year designing. The pavilion featured a terrarium full of pine trees and plants to symbolize Ford’s sustainability practices and pedestals populated with cars and trucks highlighted by Martin fixtures.

 

“The sun provides the best lighting for an automobile, so being indoors is the first compromise,” said Jonny Milmer, Head of Lighting Design, Imagination. “Our top priority is having consistent simulated sunlight.” Imagination deployed MSR lights, some fixtures were tuned to a deep blue to match the Ford logo. The MSR lights were bolstered by modified Martin Exterior 400 architectural lighting fixtures.

 

“We were able to achieve precisely the same blue with the 400s as we were getting with the MSR sources,” said Milmer whose team also selected Martin MAC Viper Wash and MAC Aura fixtures to further flourish the cars’ details.

 

For the Geneva Motor Show 2015, Imagination tailored its work for Jaguar Land Rover and Ford again. Jaguar Land Rover’s booth was characterized by its solid stone surfaces and wood walls. “Warmer lighting tones help the Jaguar Land Rover brand to enhance its luxurious materials and architecture while also complementing the warmer pallet of material colors used in the stand design,” said Milmer.

 

“The MAC Aura is color calibrated at manufacture so it allows us to precisely and consistently light for camera, where we can adapt the lighting to suit different presenters’ skin tones. We’re able to use an array of Martin MAC Auras to simulate a soft studio light.”

 

When it was time to unveil new vehicles, however, the MAC Viper Performance was the solution for both Jaguar Land Rover and Ford. “The Viper Performance’s 6,000° K white color temperature complements and works with the daylight color we use for vehicle lighting and allows us to use this fitting without further color correction,” said Milmer.

 

The Viper Performances’ color accuracy and brightness were sufficient enough to boost the effects of the 1,500+ 25 mm VC-Strip fittings with which Imagination had outfitted Ford’s booth. The design featured a 40-meter wide LED-based Ford logo that was then laid into the floor and covered with a glass surface festooned with more pixels. Douglas Green, one of the Lighting Designers at Imagination, also used a P3-200 system controller at the Ford booth.

 

For the International Motor Show (IAA) 2015 in Frankfurt, Andy Mama, Director of Static Light Company Ltd, and a frequent collaborator with Imagination, helped deployy a show booth for Bentley with different objectives than Ford’s highly pixelated design, which he also worked on. “Bentley wanted to establish an intimate warmth,” said Mama.

 

Mama worked with Jack Morton Worldwide and XL Video to roll out Martin’s VC-Strips. Instead of individual pixels, visible under transparent glass, Bentley needed the strips to slowly pulse with changing colors and animated shadowy movements, all set behind a nearly opaque, white frosted glass wall. The result was a diffused white light that gently and evenly emanated from the walls of the show booth. Imagination supported Jaguar Land Rover and Ford at the IAA again.

 

www.martin.com

www.imagination.com

www.staticlightcompany.com

www.jackmorton.com

www.xlvideo.com

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