Sound Division's Chris Baxter who runs the company's hire and events division for whom Diesel is an extremely long-standing client, explained that this particular contract formed part of a campaign for a new style line for Diesel. Every three weeks Baxter is given a brief for the look and feel of the display, and he is required to design and implement the appropriate lighting scheme.
Baxter commented: "Our most recent design was definitely among my favourites and I have to say I'm particularly proud of what we achieved. We were asked to create an effect which gave the impression of being under water looking up to the surface and being close enough to the surface to see the light diffusing through from above."
In order to achieve this effect Baxter used two Anytronic 10-amp dimmers and 24 chrome Par 64 500W floods (two per window) with aqua gels to wash the window. However, the piéce de resistance was a new light from Martin from their Martin Mania series. Appropriately enough, the light that Baxter opted for was the Martin Mania Aqua, of which he used twelve in total across the two stores.
He explained: "The biggest problem we face in work of this kind is the fact that we are constantly battling against white light or, in other words, daylight, it's very difficult to create spectacular effects against the full glare of daylight, but on this occasion we achieved a great look that worked well both day and night."
Diesel's Angela Strickland-Eales confirmed that Sound Division had done a particularly good job on this occasion, she commented: "We're always very pleased with their work, hence the reason we've chosen to work with them for nearly a decade, but on this occasion, Chris surpassed himself. In fact, we were so pleased that we chose to enter this window into our own internal Best Window competition. We'll be up against submissions from the US, Germany and Italy, so it's pretty tough competition! But I think we stand a great chance, so I'm looking forward to the results which will be judged at the end of the season."
(Sarah Rushton-Read)
