UVLD put the spotlight on a major automaker’s 2010 lineup, including an exciting new vehicle introduction, when design partner Andy Henry lit a high-profile, two-day rollout at Chicago’s Arie Crown Theater followed by a pair of additional events at the McCormick Place Convention Center.  UVLD teamed with Gail & Rice of Cardiff By The Sea, California which provided all the creative for the project, staged the events and preproduced the video content. 

“Although the main event in the theater had a huge set, it wasn’t an over-the-top spectacle,” notes Henry.  “Given the economic downturn, we were charged with making the vehicles look refined and elegant rather than glitzy and ostentatious.”

The stage at the Arie Crown Theater featured a scenic back wall with 30x80-foot screen that displayed video backgrounds and IMAG; below was a 70-foot opening with sliding doors so the vehicles could drive on.  Henry used moving lights to showcase the vehicles that rolled out one at a time or in groups; followspots illuminated the executives.  On the second day in the theater the 80-foot screen was replaced by a 40' x 80' Cyc and scrim that acted as projection surfaces while the vehicles were revealed.

Meanwhile, at the Convention Center, guests circulated between two rooms to get up close and personal with the vehicles as one car at a time was showcased on a 40x40-foot stage in-the-round.  Henry was tasked with making the vehicles sparkle without obliterating the cars with strong lighting.

During the project Henry met the challenges of a tight turnaround and budgetary limitations. He specified pre-hung truss to make the McCormick Place install quick and easy and implemented subtle lighting cue changes to be presentation-specific as various speakers took the stage.

Henry adds, “It was a challenging project.  We had to delineate between not appearing too flashy while adding excitement and anticipation to each car reveal.  Scott and Chris have very strong conceptual ideas while at the same time open to collaboration from the rest of the team. “

“Andy and his team did a great job on the show, and it was fabulous to work with him again,” says Scott Berlin who is partnered with Chris Janese at Gail & Rice.  “Andy and UVLD are unbelievably easy to work with and always provide a fantastic looking show.  Plus, they made the project a very pleasant experience.” 

Chicago’s The Lighting Connection (TLC) and Bill Nolan supplied lighting equipment for the project.  At UVLD Paul Sharwell was moving light operator; Greg Norgeot handled onsite lighting design at McCormick Place where Matt Webb assisted.  Chuck Haigler was production electrician at Arie Crown Theater and O.C. O’Connel was the overall technical director.

About UVLD

 

Unlimited Visibility Lighting Design (UVLD) creates lighting designs for corporate theater, live entertainment, themed environments, trade shows and special events.  UVLD is a partnership of 10 designers working in all aspects of lighting design; their work has been seen on stages and screens nationwide and around the world.  Clients include IBM, Mitsubishi, Honda, Kia, Mercedes, Volvo, Volkswagen, John Deere, Microsoft, Cartier, Victoria’s Secret, FedEx, Avon and Audi.