Designed to provide a forum for those issues affecting the automotive retail business, the 2007 New Model Introduction meeting gathers Ford Lincoln and Mercury executives with the nationwide network of independent franchise dealers. Through a series of highly engaging business meetings, dealers have the opportunity to learn first-hand about the products, plans and practices that are driving the way forward for the Ford Motor Company.
To stage the series of three business meetings, Imagination designed and developed a complete transformation of the Mandalay Bay Arena in Las Vegas. With a raised stage and seating area, the company created a 54,000sq.ft environment in a space that is typically 25,000- 30,000sq.ft. The transformation included a massive projection surface that spanned 110ft at its widest point. An array of 23 projectors was constantly directed upon the screen, displaying a variety of landscape and scenic images that transport the audience across the American tableau, positioning Ford Lincoln and Mercury as a decidedly American company.
Industry expert and Imagination's projection designer Chris Slingsby said of the project: "To create a 'single' projected image onto a three-dimensional surface that was 60ft from front to back, 110ft wide and a 100ft high when un-wrapped was a challenge which Imagination's team took on with relish. And with the projection surface coming right down to stage level, avoiding shadows cast by presenters or vehicles, even when very close to the surface, was essential. The need to place the15 x 16,000 lumen back-drop projectors in an auditorium where audience space was at an absolute premium added to the challenge."
Slingsby adds: "Bespoke software was created to cut, distort and blend together each of the fifteen pieces of picture into a seamless whole, any piece of which could be adjusted for alignment as necessary in real time. A further 8 x 16,000 lumen projectors were also used to project the varying formats of Power Point, film, TV commercial and camera shots of presenters and vehicles live on stage. This was an exceptionally challenging job for Imagination but we did it, and the results were breathtaking."
The stage - which was shaped as a cresting wave - served as a backdrop for information sources and integrated numerous theatrical functionalities - among them was full projection capabilities, a pair of sliding barn doors to house and hide numerous vehicles, and a 14 x 75ft pop-up projection screen that is capable of accommodating multiple sources and aspect ratios.
Following two days of dedicated business meetings, the stage and audience seating area were transformed yet again, this time into the setting for a complete sit-down dinner that was made to accommodate up to 3,000 guests.
Eduardo A. Braniff, the CEO and creative director of Imagination (USA) Inc, said: "To fully engage and invigorate an audience, companies need to invest in branded content that is a mix of spectacle and information. It's in the delivery of this multi-dimensional, multi-disciplinary offer that Imagination truly excels. From insight and strategy to a full array of design and production capabilities, we deliver the type of comprehensive, consultative services that today's business climate demands."
In a space adjacent to the business meetings, Imagination designed, developed and produced the Ford Linc
