Smart Launch, China

Daimler chose the Shanghai Sculpture Museum in the artistic complex, Red Town, as its playground to launch the Smart car in China.

It was a night event where Media and VIPs were invited to discover and admire for the very first in China, the Smart car. The event was divided into two different areas. The exhibition zone, where 10 pre-selected Chinese artists could each display their creative view of the Smart car, was the first stop for all guests; and then leading to the party area: scene of the actual launch, performances, and an all night party.

Working alongside creative, design and event agency, Auditoire China, CT provided all the audio and video technology and technical expertise to make this event a success.

The most challenging part of the project for CT was the single square-shaped, semi-transparent, front projection screen (9mWX9mH) composed of 9 individual screens, supported by Barco FLM R20 Projectors. The screen formed a massive backdrop behind the stage, which was the highlight of the whole evening. CT utilized a Spyder, video processing system to give the effect that each individual screen was coming from a third dimension. Aaron Durdin, CT Senior Media Systems Programmer, stated, “it was really fun to watch the integration between the video elements and live performers, coming from different segments of the screen to create one big canvas”.

Working for a brand like Smart, that portrays a youthful and funky image, allowed CT to explore the more creative elements in mixing layers of video, lighting effects and live performance to create the illusion of a 3D screen. The creative abilities of Spyder and Watchout Dataton, playback system, were fully brought to light for a guests’ dazzler.

The Smart car launch event was a great achievement. Led by project manager Nathalie Mugniery, the entire CT team is proud to have taken part in it and contributed to its success.