Modern Day
Dan McEwen profiles some of the
21st century sorcerers whose high-tech
Merlins
magic dazzles audiences as no Gandalf
or Dumbledore ever could
IN popular nullction itnulls called manullicnull In real life itnulls nullith nullnullnull awards on its mantle, nullermany’s nullnullnullnull
called multinullmedianull althounullh in todaynulls vernacular takes “nullest In Show” for its leadership in inventing and
it often nulloes nully loftier terms like nullentertainment applying laser display technologiesnull The world’s largest
communicationsnullnull nullaudionullvisual enullperiencesnull manufacturer of laser and multimedia solutions, nullnullnullnull is
and nullpresentation technolonulliesnullnull Whatever you the nulllpha dog in an industry that measures success in “nullh
call these danullnulllinnull displays of technonullmanullicnull nullownull”snullpernullminutenull It’s led the development of lasers
they are the creations of nullnullst century nullerlinsnull from temperamental waternullcooled, powernullhungry, gasnullion
modern day sorcerers usinnull laptops instead of behemoths to compact, airnullcooled computerised ginullmos that
wands and power that comes from nulleneratinnull project light with unparalleled intensitynull
stations rather than mystical forcesnull An eclectic Indeed, nullnullnullnull’s laser and multinullmedia spectaculars have
assortment of shownullnullinull entrepreneurs and long been headline attractions at nulluropean theme parks, but
creative nulleeksnull they connullure up the nullawnulldroppinnullnull the company also brings its uninullue brand of ranullnullle danullnullle to
eyenullpoppinnullnull nullreathnulltakinnullnull multinulleverythinnull product launches, corporate celebrations and public eventsnull
entertainment spectacles that awe millions Its electrifying nullnullnullnull nullew nullear’s show in nullucharest, nullomania,
around the worldnull Their companies are usually illustrates what creative director nulllenull nullennig says is their
younnull yet none claim overninullht successnull Theynullve clients’ demand for more reliable and more spectacular
had to meet the challennulles of this nullrst decade of applications of multinullmedia technologiesnull nullnd stock, onenull
the new millenniumnull tounullhinnull it out in a mercurial sinullenullfitsnullall shows won’t cut it with these clientsnull “nullver
economy anullainst ferocious competition to meet the last decade, our clients have increasingly demanded
evernullnullreater enullpectations with evernullleaner dedicated solutions for their specific needs,” notes nullennignull
nulludnulletsnull InterPark surveyed a crossnullsection of “Today, it is not about selling one single show many timesnull
them anullout the state of their artnull nulle serve about nullnull countries and the clients there enullpect
that we enullactly match their cultural background and their
specific demandsnull”
nullennig sees his clients’ demands as a response to
their audiences’ demands for more awesome and more
emotionally touching enullperiencesnull nullne recent development,
giant yet safe outdoor nullame effects, actually send heat and
shockwaves through the audiencenull So what’s nenulltnull nullennig
foresees immersive multimedia enullperiences that don’t renulluire
the stereoscopic goggles commonly used in nullnull cinemasnull
“This would free audiences from the theatre and put
them in the middle of the action with multinullsensoric media
surrounding them in physical effects such as fire and water
and atmospheric effects like wind and lightningnull”
26
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