Drive Productions helps Clarion open with panache
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Creative production agency Drive Productions has created a unique 4D projection to celebrate the launch of a new luxury hotel.
The Clarion Post Hotel in Gothenburg, Sweden, owned by Norwegian entrepreneur Petter Stordalsen, opened on the 26th January 2012 with a spectacular party.
Architectural projection mapping technology, where lasers scan the entire building, allowed Drive’s motion graphics team to build a precisely accurate 3D model of the building. Bespoke graphics were then projected onto the façade, with the creative content designed to celebrate the beauty of the building’s architecture and heritage as a post office while demonstrating its transformation into a contemporary hotel.
Six FLMHD30 projectors and a mix of live and electronic music was used, with cutting-edge lighting design techniques, involving state of the art LEDs and moving head wash lamps acting as ‘sky trackers’. These filled the sky over Gothenburg before panning down onto the audience gathered in the main square.
Drive Productions are pioneers when it comes to this new technology, having previously conducted 4D projections for the likes of Nokia and Polo Ralph Lauren. The 12 strong Drive team worked closely with production company Park Village on the project.
Guests from around Europe stated that it was one of the most incredible visual spectaculars they had ever seen and a fitting launch for the new face of Gothenburg.
Ben Fender, company director of Drive Productions, comments: “The creative behind this project really marries the old with the new, bringing together period architecture and historic footage with state of the art technology and futuristic design. Using projection, music and lighting as key aspects of a wider launch party was an exciting challenge.”
