Commissioned by technical planning and show direction specialist Niyu, Maxin10sity brought its skill and expertise to Audi's Late Light Show - an exclusive videomapping event for Audi employees and the community surrounding its Ingolstadt, Germany HQ with a spectacular 10-minute show running every evening over six days from 25-30 May 2016.
The Late Light Show set the stage for the world premiere unveiling of the Audi A5/S5 Coupe, which was celebrated with a further bespoke five-minute mapping; a visual representation of the evolution of the Audi Coupe from its inception through to the brand new models. One of the first times that videomapping has been applied beyond entertainment as a promotional technique, over 1,000 journalists from all over the world attended this exclusive, one-time event on 2 June 2016.
Having successfully tackled videomapping projects involving complex and large scale structures such as the iMapp project on the Palace of the Parliament which takes place every year in Bucharest, Romania - the second world's largest administrative building - Maxin10sity was the obvious choice for the Audi projects.
Impressed by their work at Karlsruhe in 2015, Professor Klaus Schrenk, artistic advisor for the Audi Late Light Show, recommended the projection mapping specialists to Audi to bring their ideas to reality.
It took five days to create the 3D model of Audi's Ingolstadt HQ, which features a 2,300m2 surface area - equivalent to approximately 4,600 40-inch television screens.
"For a project of this scale, complexity and prestige, we knew Maxin10sity were the best in the field," comments Thomas Hofmann of Niyu. "Working alongside the Maxin10sity team was seamless and their credentials in the videomapping space speak for themselves, having broken world records with previous projects and constantly pushing themselves to raise the bar and do something different that completely stands out."
Thirty-five Barco HDQ-2K40 projectors boasting 40,000 ANSI lumens - the brightest available on the market - were installed in five projection towers, each four metres long, four meters wide and nine metres high - and carrying five tons of equipment. Sourced by Media in Res as technical provider, all projectors were controlled by a high-performance Pandora's Box media server from Looplight, which handled the six terabytes of content. 25 kilometers of electricity and signal cable powered the show which featured eight channel surround sound.
"We wanted to say thank you to our Audi employees and the people of Ingolstadt, where our company is such a huge part of the local community," reflects Thomas Beres at Audi. "The A5/S5 Coupe was not only developed in Ingolstadt, but also manufactured here, so it was important to us to bring the world's press here too to unveil our latest design icon."
"What we never expected is how these videomapping events really took our brand communication to new heights. Maxin10sity interpreted our brief with great skill and creative flair, and the execution was flawless. We're thrilled with how both the Audi Late Light Show and the A5/S5 Coupe world premiere were received by our employees, our community, the world's media and our customers - leaving a lasting, timeless impression of exactly what Audi is all about."
(Jim Evans)
