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ADIDAS ACHIEVES THEIR GOAL WITH IVTM

adidas-achieves-their-goal-with-ivtm

The official changeover from South Africa to Brazil for the next World Cup took place in May 2013. Cape Town based, multifunction venue, Trinity, in partnership with venue technical management suppliers INHOUSE Venue Technical Management (IVTM), hosted an Adidas conference to mark the event. The conference was aimed at the Adidas store owners and managers and was used to showcase the launch of the new Adidas apparel, shoes and sporting equipment as well as the new kit to be worn in the home and away games for 7 of the competing teams.

Clever planning was required to show the specific 3D content and specific Adidas’ requirements within a very intimate space. An extension to the stage afforded room for the skateboarders, trick soccer players, parkour vaulters, models and dancers to amaze the audience on an “up close and personal” level. 

The technical team made use of a specialised 7m x 4m screen surface that was able to display both 3D content and traditional AV content with equal clarity. Additional AV content was run on 2 side screens suspended from the trussing in the roof.

A 215 seat grandstand system was built by Havaseat, the specialist Gearhouse Group seating company, to accommodate the guests for the evening. The Havaseat system fitted into the venue “like a hand in a glove” with minimal space left over. 

Three life-size mannequins built onto a platform above the guests’ head height were used to display the various new kit combinations for the teams. AV mapping onto these figures allowed each mannequin to “wear” and “change” outfits quickly and easily and to gave the event a little something out of the ordinary. 

“The great thing about this event is it was a cross between serious conference and a great party vibe with everyone coming away having had a great time. The evening culminated in a Brazilian Festival theme,” explains Bradley Cooke, IVTM Regional Operations Manager, “At IVTM, one of the challenges we enjoy most is putting our heads together to devise a technical solution that will facilitate a multi-layered event without breaking the bank.” 

Kerry Hunter, the National Store Development Manager of Adidas, had this to say to the team on the job: “A very big thank-you to you and your team for an amazing night and for your professionalism and helping to put us at ease and for tying the set up together seamlessly and being on the ball with everything. A million times thank you and I look forward to working with you all again in the future.”

Robert Scrooby, Sales and Events Manager at Trinity, also had very positive feedback to give about this event and the team: “We were delighted and honoured to host the recent Adidas event. The additional equipment that INHOUSE VTM brought in, from the Havaseat structure to the 3D content, completely transformed the space and we were utterly amazed at the end result. It is always a pleasure to work with Bradley Cooke and his team, as they are always professional and extremely efficient.”

Story courtesy IVTM, Photos Courtesy Bradley Cooke

Sep 10, 2013

The Gearhouse Group of Companies