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Pirelli’s new tyre range launched with Clay Paky Sharpys

The creative manager of the agency Newtonlab, Lucio Ferreira, designed and developed the creative idea/guidelines for the world launch of the Pirelli's new tyre range, on the roads of Portugal and at the historic Estoril racing circuit. Newtonlab developed all the architectural solutions needed to organize the interior spaces together with its creative manager: the reception, meeting, conference, lounge, exhibition and product presentation show areas.

Newtonlab gave the task of illuminating the various areas assigned to guests and international press representatives to lighting designer Giovanni Pinna, who also designed the lighting for the show that took place. Clay Paky's Sharpy lights were utilized on this occasion.

The audience arrived, aboard three helicopters, at the foot of a black cube built in the middle of the austere installation. It was designed and built specifically for the occasion, and one of the areas was devoted to a show. The corporate programme of the convention and the show itself, which started with a dance number, were held inside this black tensile-structure cube.

At the end of four minutes of dance movements, and fast, controlled light, the LED screen backdrop was lifted by an automated motorized system to reveal the race circuit and three sports cars. The cars performed a 'dance' on the circuit consisting of drifts, accelerations, squealing tyres and rhythmic music, with a wall of light: fifty Sharpys, with strobe and other lighting effects.

The main aim of the lighting design outdoors was to create two minutes with fire-power and bright, saturated colours. “We covered a 100/110-degree field of view. Wherever the audience was sitting in the theatre, they were not able to see the end of the lights in front of them, 50 metres (55 yards) from the theatre itself: a very long stretch of circuit, crammed with Sharpy lights and other effects,” Giovanni Pinna explains. “It was the first time I used so many Sharpys in a line so close together (1.25 m/1.37 yards apart) - in other words: fifty Sharpys in 70 metres (76.5 yards), all on the ground.” Music Box VR was the lighting service company.

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