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A PROJECTION mapping in the UK earlier this month stirred up strong reactions in the media. Supermarket chain Morrisons used the 54m wingspan of Antony Gormley’s Angel of the North sculpture as the projection surface for… a picture of a baguette, as part of its ‘I’m Cheaper’ campaign. (Unfortunately we don’t have a picture of the projection to show you – but if you imagine a French stick in warm golden colours, occupying almost the whole width of the wings, that’s basically it.) It’s fair to say that most projection mapping is done with the knowledge and consent of the owner of the building or structure that is being used. Those occasions where this isn’t the case generally fall under the heading of guerilla marketing, where the objective is to keep the image in place just long enough to take some publicity photographs, and then the crew disappears off into the night before the police come along. This would appear to be the case with the Morrisons stunt. According to


press reports, Gateshead Council was not consulted beforehand, and would not have given permission if it had. And the supermarket apologised for causing offence. “We were trying something different, which was meant to put a smile on people’s faces, but clearly it wasn’t to everybody’s tastes. We’re so proud of our northern roots and the last thing we want to do is offend anybody,” said a spokesman. We’re not quite sure where our sympathies lie here. Some of the online commenters didn’t seem to have grasped that this was just a short- lived projection, rather than converting the statue permanently into an advertising billboard. However, using such a well-loved regional symbol for something as mundane as advertising bread does strike us as rather crass. There is one positive aspect to this, though perhaps not the one that Morrisons or its agencies were hoping for: some Twitter commentators said that they hadn’t realised how much the Angel meant to them until they saw it messed around with in this way.


IF YOU thought that, as far as projection is concerned, you couldn’t get more short-lived than guerilla marketing stunts, think again. Last month a team from Bristol University demonstrated a system for projecting onto bubbles, which then burst and deliver a pleasant smell. SensaBubble, as it’s called, is a “chrono-sensory mid-air display system that generates scented bubbles to deliver information to the user via a number of sensory modalities”, apparently. It produces bubbles of various sizes, and sends them out along a set path displaying visual information, before they burst and release the olfactory component of the message. As well as education and gaming, the team believe that it one of SensaBubble’s potential uses could be as a display for persistent alerts – and some people clearly agree: it received an award at CHI2014, which, in case you need reminding, is an international conference on human factors in computing systems.


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Installation is published 12 times a year by Intent Media London, 1st Floor, Suncourt House, 18-26 Essex Road, London N1 8LR, England Editorial tel +44 (0)20 7354 6002 Sales tel +44 (0)20 7354 6000 Circulation & subscription enquiries Tel: +44 (0)1580 883848 Email: installation.subscriptions@c-cms.com


Editor: Paddy Baker paddy.baker@intentmedia.co.uk Managing editor: Joanne Ruddock jo.ruddock@intentmedia.co.uk Deputy editor: James McGrath james.mcgrath@intentmedia.co.uk Head of design & production: Adam Butler adam.butler@intentmedia.co.uk Designer: Tom Carpenter tom.carpenter@intentmedia.co.uk


62 May 2014


Sales manager: Ian Graham ian.graham@intentmedia.co.uk Sales executive: Kylee Webb kylee.web@intentmedia.co.uk US sales – Executive vice president: Adam Goldstein agoldstein@nbmedia.com Production manager: Evan Graham evan.graham@intentmedia.co.uk Digital content manager: Tim Frost tim.frost@intentmedia.co.uk


Publisher: Steve Connolly Managing director: Mark Burton Contributors: Mike Clark, David Davies, Ian McMurray, Steve Montgomery Special thanks: Gemma Fabian, Winnie Leung, Bob Snyder


© Intent Media 2014. No part of this publication may be reproduced in any form or by any means without prior permission of the copyright owners.


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ISSN: 2050-6104 (print), 2052-2401 (online)


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ADVERTISERS We go on-site with the Twitterati this month INDEX


Adder Technology................. 7 Albiral..................................... 24 Apart Audio.......................... 47 ASL......................................... 12 Ateis....................................... 29 Atlas Sound.......................... 41 Audio-Technica......................4 AV Stumpfl........................... 57 Barco..................................... 36 Basalte....................................3 BBG Peerless-AV................. 39 Blackmagic Design................ 9 Cadac.....................................49 Community Pro.................... 61 d&b audiotechnik................ 13 Datapath............................... 30 Dexon....................................... 7 DiGiCo.................................... 27 Hetec..................................... 24 IBC.......................................... 52 InfoComm.............................46 InOut...................................... 31 InstallAwards.......................45 InstallMarket................. 32-33 Kramer...................................25 Lab.gruppen.........................35 Lectrosonics........................ 19 Leyard.................................... 17 Lightware... Inside front cover Meyer Sound............................. ................. Outside back cover Mode-AL...................................5 Opticis................................... 21 Peavey................................... 59 QSC........................................ 60 Riedel.................... Front cover Sommer Cable..................... 11 StudioKing............................ 50 SunBrite................................ 15 Taiden........ Inside back cover Tannoy...................................43 TOA......................................... 55 Vaddio.................................... 22


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