AARHUS, Denmark – The cities of Detroit, Geneva and Frankfurt have something in common. Each plays host to three of the world’s biggest and most prominent auto shows. Manufacturers often leverage the attention garnered by these international events to launch new flagship models that will be the core of their business for the year to come.
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With so much at stake, brands like Ford, Bentley and Jaguar Land Rover understand that an audience-engaging show booth is worthless without camera-ready, visually stunning displays of their new vehicles. That’s why they tap world-class design firms like Imagination and lighting suppliers like Static Light Company, which are staffed by experts who understand the challenges of illuminating a car’s sleek curves and metallic sheen in an indoor convention hall. To meet those challenges, they rely on HARMAN Martin Professional’s lighting fixtures.
“Our MAC series of premium moving heads and our creative video solutions are regularly put to the test at worldwide auto shows,” said Morten Gjoetz, Sales Director of Strategic Accounts, Martin Professional. “Their versatility is what makes them so prevalent, as they’re used for both functional and experiential purposes, often at the same booth.”
North American International Auto Show 2015
NAIAS is often held in auto capitol of the United States, the Motor City, more commonly known as Detroit. This year, Ford’s redesigned F-150 took home the 2015 North American Truck of the Year award. The massive vehicle was part of a sprawling and interactive booth that Imagination spent nearly a full year designing to emphasize the Ford brand’s leadership in innovation and performance. 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 high-power MSR lights for a brilliant shine throughout the booth. Some fixtures were tuned to an iconic deep blue to match the Ford logo, used to light the impressive blue-branded architecture. The MSR lights were bolstered by modified Martin Exterior 400™ architectural lighting fixtures, selected specifically for their ability to accurately render the exact hue.
“We were able to achieve precisely the same blue with the 400s as we were getting with the MSR sources,” said Milmer. “The architecture’s consistent blue color was absolutely necessary for primary branding, driving home that blue’s sentiments and emotional resonance.”
The LED-based Exterior 400 is capable of providing extremely bright light at narrow to wide beam angles and across large distances. Milmer’s team also selected Martin MAC Viper™ Wash and MAC Aura™ fixtures to further flourish the cars’ details.
