Essential Lighting at the Geneva Motor Show

Wednesday, March 17, 2010 || PRG UK

Launching the new 2010 Ford Focus at the Geneva International Motor Show this month, global brand communications agency Imagination once again looked to lighting suppliers Static Light Company and Essential Lighting to provide the equipment for the press launch and stand lighting.

In addition to the press day rig of twenty two VL3500™ wash fixtures, Imagination’s in-house lighting designer, Jonny Milmer, requested nine of PRG’s proprietary BadBoy™ luminaires. The advanced accuracy, speed and incredible zoom range of the BadBoy™ allowed Milmer to track the cars as they were driven around the Ford stand, peeling off to reveal and illuminate a static exhibit of the vehicle as it passed. Control was via a Hog iPC console, programmed by Paul Cook.

Milmer commented on the BadBoy™ “In Geneva we work with a 16.5m trim height. In an arena with an incredible amount of daylight fittings, even the brightest lights on the market quickly look like they’re lacking any punch. The BadBoy™ is simply the most optically powerful fixture on the market. BadBoy™ gives me the flexibility and consistency of colour temperature to ensure our client’s stand makes an impact in a very crowded autoshow environment. Often shows evolve drastically in a matter of minutes. I need a fixture that will provide maximum flexibility and still have impact at such a long throw and with high levels of ambient light.”

Essential also supplied custom control racks to allow remote control of the generic rig of Static Daylight pars over DMX, allowing Milmer to strike them on cue as part of the press reveal.

Essential’s Loz Wilcox, who was onsite for press day in Geneva, commented “the BadBoy™ luminaires were the centre point of another dynamic lighting design from the team at Imagination. Geneva is one of the most important auto shows in the global calendar, and one of the largest lighting packages. The BadBoy™ luminaires performed exceptionally well. The potential of the fixture is simply astonishing – from pencil thin beam to full flood at 56. We’ve all heard about the superior brightness and speed of the BadBoy™, but this event really showed off another side to the luminaire – smooth, precise and refined.”