Member Article

Teesside technology lights up Eros

Middlesbrough-based amBX, a company specialising in intelligent and intuitive lighting control, supplied their patented Light Scene Engine for a high-profile Christmas display surrounding the iconic Eros statue at Piccadilly Circus in London’s West End.

amBX is has opened a studio in the Phoenix Building in Teesside University to increase its capacity for design and development of its unique lighting control technology. The company plans to expand its base in the Middlesbrough studio as demand for its products grows.

This high-profile installation in the highest impact outdoor advertising location in the UK brings a new capability to the world of outdoor advertising by managing dynamic lighting effects that work automatically from the advertising content. amBX’s unique video to light technology makes this extremely efficient and adds impact and interest to the advertising.

The amBX Light Scene Engine provides the user with a bespoke system of which they have complete control. Clients are able to choose exact colours, light sequences and speeds and update these as many times as they like remotely, decreasing the need for onsite activity which in turn keeps costs down and reduces the carbon footprint.

Based on a concept designed by Wildstone and approved by Westminster City Council, Wildstone are behind the overall design and build of the #PiccadillyPresents structure. A.C. Special Projects Ltd supplied, installed and commissioned the LED lighting and amBX control system.

The presents are held in an octagonal box which features high definition LED screens promoting pre-Christmas marketing campaigns from a number of high-profile brand sponsors including Canon, Aussie Hair, Candy Crush, Dewynters and JD Sports.

Ben Goor, Operations Director at Wildstone said: “Working with A.C. Special Projects and amBX on our 2014 #PiccadillyPresents project at Eros provided us with the lighting control solution that we were looking for.

“Using amBX’s Light Scene Engine allowed us to dynamically link and control the lighting scheme using the video content supplied by our clients and advertisers, delivering the complete production quality we wanted. Marcus Starling lead the project installation and managed the process, and his knowledge and understanding made the integration seamless.

“The inclusion of an intelligent, scaleable and dynamic lighting scheme to the premium media structures that we build is fast becoming the preferred option both from a planning and advertisers perspective and we plan to integrate smart lighting schemes of varying scales into the design and build of our 2015 structure.”

Neil MacDonald, Chief Operating Officer at amBX said: “A few months ago I called on the outdoor advertising sector to harness the real power of lighting for their media content. It’s great to see such a high profile project takes this on.”

This was posted in Bdaily's Members' News section by Michael McGeary .