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Posted in: Digital AV Magazine
The company LumenAd , based in Seville, has acquired two Christie Crimson laser projectors for its digital outdoor advertising (DooH) projects, with characteristics of size, image definition and dynamism never before seen in the outdoor advertising environment.
LumenAd proposes the projection of video for outdoor advertising as an alternative to current media (paper, vinyl, canvas, Led, ...), "bringing to the market a new high-quality form of advertising with a more versatile and non-aggressive integration with the environment ”, As they assure.
The company has named this development Big Brand , a premium support aimed at large brands that want to reinforce their image with a "differential, quality and respect for the environment" proposal.
This is how Alfonso Callejas, CEO of LumenAd explains it, “in addition to the fact that due to its size, image quality and versatility, video projection ensures impeccable viewing in DooH projects, it also provides great advantages for its qualities of environmental sustainability and non-aggressive integration in the urban landscape ”.
The company is already using two Christie Crimson projectors in a DooH installation on the facade of the well-known Galia Nervión building, located in the commercial heart of Seville. The screen presides over the crossing of two very important avenues in the Andalusian capital, which support enormous vehicle and pedestrian traffic throughout the year.
From a technical point of view, the installation is an international milestone given its complexity and novelty. There are three buildings involved: two of them house the projectors on their roofs, while the third (Galia Nervión) acts as a projection screen. In no case is it occupied by public roads and the equipment is not in sight, so integration into the urban landscape is perfect.
The result of this is a 460 m2 (40 meters wide and 11.5 meters high) fullmotion screen , with a resolution of 3,840 × 1,080p, covering part of the west façade and part of the south façade of the building. For this, 50,000 lumens provided by Christie's two Crimson projectors are used, with WUXGA resolution (1,920 × 1,200p).
One of the 'projector buildings' houses, in addition to these systems, the content broadcast equipment and the management and monitoring equipment. Everything is automated and remotely managed. The video signal is sent wirelessly to the second projector (a single content source), so that both screens are synchronized (it is ultimately a screen broken 90 degrees back in the center).
To place the projectors outdoors, LumenAd has developed a special housing considering all the conditions of humidity, ventilation, waterproofing, etc. The projection distance of both teams to the screen is around 50 m. and the distance between them is 90 m. The screen can be viewed from 10 to 300 meters.
This system works at night; it is renounced to operate during daylight hours to activate at nightfall, making the messages stand out in the urban environment in a clear way, complying with current environmental regulations regarding the maximum luminance of information media at night time. Some of the brands that have already trusted this support are Telepizza, Motorola, Vodafone, McDonalds, Beefeater, etc.
"Unlike the supports with Led technology, which usually work with low resolutions," Callejas points out, "here we broadcast at least in High Definition (HD) with the possibility of doing it in 4K, ensuring an impeccable display of the brands."
The commitment to Christie Crimson laser projectors was clear: "the main reason would say that it is the consumption of the lamp," he adds. Calculator in hand, if you consider an installation running an average of five hours a day 365 days a year, you need 4.5 lamps (400 hours, without rushing them). The 20,000 hours of life these projectors, even reducing them in half, represents a very considerable cost saving, even more if you multiply it by two, as is our case. "
In addition, the CEO of LumenAd points out that this decision was also influenced by “the lower power and ventilation requirements for the Crimsons compared to the Roadsters. For us this is very important, considering that we have them working outside, inside a self-made casing, and allows us to better control issues such as humidity inside it. Another point is its very precise electronics, with integrated Christie Twist, equipment status information, and more. ”
Callejas highlights “the magnificent advisory work of Julio Spain and Jorge Vilaplana by Charmex (partner of this manufacturer that supplied the projectors), as well as Marcos Fernández and Carlos Lachica by Christie Spain”.
