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For the latest show news and updates follow #ISE2014 Light Adds Life Groundbreaking designs for ISE’s new show-floor theatres

First impressions of Improve's designs for the Commercial Solutions (left) and Residential Solutions Theatres at ISE 2014

THE two show-floor theatres being built by Integrated Systems Europe for the first time in 2014 will offer more than just educational, informative and entertaining presentations. The design of the theatres themselves is intended to inspire attendees by making them aware of the creative possibilities of some of the AV industry’s emerging technologies. The Residential Solutions

Theatre in Hall 7 and Commercial Solutions Theatre in Hall 8 are both being designed for ISE by Improve, creators of visual experiences, based in Delft, Netherlands. Under the slogan ‘Licht Doet Leven’ (‘Light Adds Life’), Improve is a broad-

based consultancy that goes beyond the role of traditional rental and staging company by working closely with its clients to fulfil their business goals in a creative way. “We listen very carefully to our customers to see what their story is – what they’re trying to achieve,” explains Improve director Antoinette Wijffels, who is managing the ISE theatre project. “Our speciality is the integration of light and image. We see video projection as a form of light, but since you cannot see any light unless you have materials for it to shine on, we are involved in the set design, too. We do a lot of creative things with cloths, wood, furniture

and screens that are made into different shapes to project on.” While the two theatres will both

feature state-of-the-art technology, Wijffels says the approaches taken for their design are quite different. The Commercial Solutions Theatre will have a distinctive circular structure designed to showcase contemporary live-event techniques, while its Residential counterpart, as one might expect, has more of a home-orientated feel. “In the Commercial Solutions

Theatre, we want people to experience the combination of light and video through the use of media servers – image supporting light, or light supporting image,”

Wijffels says. “We come from a decade where an event had a lighting designer, a video designer and a decoration designer. All those disciplines are now highly integrated, and we want to demonstrate that together with the speakers”. “When designing the

Residential Solutions Theatre, we tried to put ourselves in the shoes of people sitting at home and wondering if there is something more they could do with their screens and their projectors. These items of consumer electronics are so affordable now, and they can be used not just to entertain but to create your own

unique atmosphere and provide decoration for a home.” What both theatre designs will

have in common, however, is the desire to empower not only their audiences but the session presenters as well. “We hope that all the speakers will feel that they are being supported by the technical materials, and not feel inhibited by them,” Wijffels adds. “We want the speakers to

transcend their surroundings and rise above themselves. Only then can their audience truly experience something different – something that inspires them and makes them want to do business in new, innovative and interesting ways.”


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