Large-format projection specialists E\T\C UK covered the 323’-high Shell Centre on London’s South Bank with a stunning projection for the launch of Electric Storm.
Electric Storm is a light, sound, and mist installation staged along the South Bank--between Jubilee Gardens and the Oxo Tower--powered by Shell UK’s new 45m high-wind turbine. It runs until February and is designed to raise public awareness of the advantages of renewable energy. The launch-night projection featured moving clouds artwork and the text strap-line, “Wind Energy--renewable energy.”
E\T\C worked for media and production company The Bank, who produced Electric Storm for Shell UK.
The 26-story Shell Centre was covered by eight 6kW PIGI projectors sited 100m away on the edge of Queen’s Walkway (the corresponding riverside path), housed in a curtain-sider truck. Six of the projectors, complete with double scrollers running vertically, produced the clouds--three targeted at the top half of the tower and three at the bottom. The images were overlaid to maximize brightness and impact. The other two projectors were used to produce the text, and the projection was clearly visible from anywhere along the South Bank with clear sightlines to the building.
Artwork was created by E\T\C UK’s Ross Ashton. The projections were site- and production-managed for E\T\C UK by Roger Oakley, and the hardware was tech'd and programmed by Andy Murrell assisted by Bob Kronman and Michael Barry. PIGI OnlyCue software was utilized for control. Electric Strom’s lighting is being supplied by LSD (LD is Rick Hussey) and sound by Make Communications.
Jacqueline Watson from The Bank comments, “We’re very impressed with the concept of projection, and have had plenty of positive feedback from both the public and our client. It’s has a massive impact and WOW factor, and can completely transform normal looking buildings into magical environments”.