Multi-media Auto-Spring
Trade Fairs, 2012
International Automobile-Salon Geneva 2012
The car-show year continued the tradition in 2012 with a kick-off in Geneva: Automobile manufacturers presented their numerous world premieres, soon to be driven on streets around the world, at the trade fair complex Palexpo from 8th March to 18th March 2012. The multi-media presentation of the model innovations is just as traditional. The trade fair team from ICT Innovative Communication Technologies AG (Kohlberg) were responsible for the video and some of the audio technology support for the BMW product communication.
The world premiere of the new BMW 6 series Gran Coupé was staged by BMW in a separate highlight area, a circular presentation stage which was semi-surrounded by a honeycomb style structure with centrally integrated LED surfaces. The 40m² high resolution LED-Wall (model: Barco NX-6) emphasized the car presentation with color intensive images rich in contrast. During the press conference, which was implemented with ICT stage direction technology in HD quality, this display surface was used to show images from the live camera feed. Specially for the press conference, a tele-prompter was used together with 55“ screens suspended from a rig. At the edge of the stage, infoscreens (model: Apple iPad) were mounted in the benches so that visitors could interactively obtain information on the world premiere models. The trend-setting car concepts of the new Sub-brand BMW i were communicated by BMW with high resolution LED technology: An almost 10 m² LED Wall with 4 mm Pixel Pitch (model: Barco NX-4s) integrated in the wall panelling was used for the media emotionalizing of the future BMW Electro-models. Touch-Displays served as additional information opportunities in this booth area. High resolution display technology also created the eye-catcher in the typically black and red BMW M section: A 103“ Plasma Display (model: Panasonic TH-103PF12E), which assimilitated the red wall inlays in its dynamic image contents, accentuated the agility of the high performance vehicle in large format. Several Seamless Displays, components for car information terminals, the complete technical office equipment, as well as the implementation of the IT network technology rounded off the ICT supplied installations at the BMW booth. MINI offered their booth visitors the usual „Fun-Factor“: Monochrome portrait photos could be taken at the MINI Photo-station which could then be displayed on a large area masked Display Wall. The vertically mounted behind a mask 55“ Seamless Displays (model: Samsung SyncMaster UD55A) showed the images stylishly. Booth visitors were able to obtain information about the MINI Connected App and the MINI Entertainment-World on a colossal iPhone, whose display was a vertically installed 46“ Multi-touch-Screen. LED ticker texts in MINI-Style as well as other Display-Installations – especially also for the press conference – were additionally implemented by the ICT-Team. Aesthetic and elegance characterized the puristic in appearance Rolls-Royce booth, at the center of which a high resolution 30 m² LED-Display (Mitsubishi Electric AVL-IDT6) was harmoniously installed. The Premium-Quality of the LED technology used and the 60“ Plasma Screens excellently emphasized the Premium-Character of the cars and their exclusive design.
