LED lighting? So last year…

LED lighting? So last year…


Agency: DCE agency

Client: Atomos

Event Name: IBC 2019

Agency Website: www.dceagency.com

The Brief

Atomos’s vision is to invent and deliver groundbreaking and disruptive technologies that enhance, simplify and ultimately democratise video content creation. They tasked DCE Agency with the challenge of not only creating a stand that could visually represent their brand, product and vision but also producing an experience that visitors would take notice of, engage with and ultimately, remember. IBC is the World’s most influential media, entertainment and technology show with over 156,000 visitors from 150 countries, in 2019 they had over 1,700 exhibitors. The brief for the stand was clear – simple yet impressive, high tech yet user friendly and high spec yet sustainable.

Atomos are market leaders globally, IBC 2019 was an opportunity for them to further penetrate the European market. The objective of the stand on this occasion was to engage visitor’s attending the event, create a buzz and really showcase the Atomos product range and technology. The vision wasn’t to try and sell as many units as possible, but to engage as many people as possible by designing an experience they’d never encountered at an exhibition show previously. This was a chance to reengage with existing customers; showcasing their new range, offering product demonstrations and building upon their already reputable brand. Secondly, they had the opportunity to showcase their ranges to new audiences who may not have discovered the Atomos range. In a diluted market and at the busiest technology exhibition in the World, the challenge was on.

The Solution

Atomos’s stand was the centre piece of the show, the one stand that people couldn’t just walk pass. Prominent, engaging and accessible to both long standing Atomos customers & those who are just discovering the brand. A stand where everyone felt inspired & able to explore.

The large arches that formed the main structure were designed based on the Atomos logo & used RGWB tape lighting to enlighten the archways. Each diode was individually programmed to create a lighting experience like no other.

The structure & initiative lightning would catch a visitor’s eye. To make sure the stand was heard, a DJ booth was included in the top of the archway which attracted visitors to the structure… How did we make them stay & explore? The answer was simple, we had to create an atmosphere that they didn’t want to leave. They were learning, enjoying themselves & had various elements to engage with. We designed the space to encompass a coffee stand with a professional barista who served amazing coffee to customers. A newly designed range wall gave clear overviews of the products & tech used, whilst Atomos’s newest NEON monitor range was displayed in a dark room.

Upstairs, we included a private, soundproof meeting space which offered a refined, professional experience whilst still maintaining an inviting and engaging offering downstairs. Atomos had decided that they wanted to give back at this event & we were able to project manage the competitions for them, tens of thousands of pounds worth of product were won from both the Atomos ranges but also from business partners including Cannon, Panasonic and Nikon. One of the prizes was a prototype of a brand new Atomos product that isn’t available on the market yet & is one of just three in the world.

The amalgamation of the above created an integrated stand that was able to draw in the attention of visitors passing, not only sparking conversation about the tech used but also about the Atomos range. Challenge complete.

The Activation

The large arches that formed the main structure of the stand were designed based on the Atomos logo and used LED lighting to enlighten the stand. Sounds pretty standard, right?

Until we tell you that the lightning used was digital RGBW tape. In a regular RGB light effect, white is produced by illuminating R, G and B subpixels at their highest intensity. However, this results in the colour filters diminishing some of the light, which wouldn’t align with the high quality of the Atomos products or brand image. RGBW produces a brighter white because the white subpixel is not filtered.

In addition to being able to produce the highest quality light, the tape used had the ability to programme each diode individually. Usually, lighting tape is only programmable to whole, solid colour rather than individually programmed by pixel. The easiest way to explain this technology is to compare it to an LED TV screen – each diode of the tape was programmed to play a different part of a video, as a screen would, meaning it could move in a fluid motion.

The video content was fed through a DMX Control system so that each diode received a different command. Visualiser software was used to make the diodes react based on their individual programming, this meant they could be programmed to move in a fluid motion or set as a static colour. Refer to attached video to see the tape in action.

The Results

Atmos’s stand at IBC 2019 was the spectacle of the show, admired by visitors, other exhibition professionals and the show organisers. It stood proudly in the centre of the room, enlightening both the area and the atmosphere of the venue.

The positive impact that the stand made at the show can be demonstrated by the fact the stand was shortlisted by an independent panel of adjudicators for an award for being the best large stand at the show.

We asked 100 people two simple questions about the stand. Firstly, have you ever seen this technology used before and secondly, have you ever seen this technology used on an exhibition stand before. Our findings were that 98% haven’t seen this technology utilised before and what’s more, 100% of people said they had never seen this technology at an exhibition before.