After a much-awaited return following a pandemic-induced hiatus, Adobe Summit EMEA 2023 took place in-person at Excel, London in June this year. Encore was once again chosen by agency Taylor Bennett Partners to deliver the full technical design and production for the event.
Focused on the future of digital experiences, delegates from across Europe, the Middle East and Africa gathered to hear the latest updates from Adobe Experience Cloud and its partners. Led by Group Creative Director Pete Harding, Encore was tasked to bring Taylor Bennett’s impressive vision to life, delivering the technical production for the main conference plenary, exhibition space, break-out rooms, and the hotly anticipated Summit Bash evening event. Featuring a spectacular curved LED wall, the Adobe Summit event once again raised the bar for a remarkable brand experience.
A Mesmerising LED Masterpiece
Russell Bennett, partner and creative visionary behind Taylor Bennett Partners, conceptualised an ambitious and eye-catching design for the Community Pavilion. The Encore team, renowned for embracing technical challenges, translated Russell’s rough pencil sketch into a mesmerising spectacle. Measuring an impressive 90-metres in length, the installation was rumoured to be the largest temporary curved screen ever seen at a UK event.
Drawing attention to the Adobe exhibition area, this remarkable LED screen delivered over 25 million pixels of captivating content, featuring a graceful concave curve that gradually spiralled into columns of tilted LED strips. Providing the perfect branding opportunity, the screen allowed Adobe’s sales staff to effortlessly trigger content from an iPad, complimenting activities taking place on the stand. Within the spiral section of the screen, a striking mirror installation added the wow-factor while serene Adobe Stock visuals provided a soothing respite for delegates seeking a moment of tranquillity on the real-grass surroundings.
Setting the Stage for Adobe Insights
This year’s plenary stage played host to a number of famous faces and industry experts, including actor and writer Dame Emma Thompson DBE, comedian Richard Ayoade and famed footballers Laura Georges and Bex Smith. With top brands such as Virgin Atlantic, Real Madrid CF and Publicis Group taking to the stage to share their insights, Encore used a combination of flown and ground-stacked LED panels to create an impressive screen that measured a mammoth 81.3-metres wide. This high-definition backdrop provided an impactful canvas for showcasing software demos and presentations, where attention to detail was crucial, as well as making sure that Adobe’s incredible content was showcased to its full potential.
Lighting in the Plenary was masterfully crafted by renowned luminary designer Russell Grubiak who created a stunning design to complement the on-screen content while beautifully illuminating the speakers. In total, Encore deployed over 1000 fixtures across the Adobe Summit site, including 50 pixel-mapped LED floods with special 90-degree lenses that were utilised for both camera lighting and to fill the dark voids around scenic elements. These top-of-the-range fixtures also utilised streamed video content during the keynote sessions to create a complete visual canvas. A high-quality audio system enveloped every single member of the audience, delivering an exceptional sound experience regardless of their position in the room.
Encore’s expertise extended far and wide, encompassing an array of technical services across the entire Adobe Summit EMEA 2023. From ten breakout rooms to the luxurious Customer Meeting Centre and the vibrant networking space, the team flawlessly ensured that each area received the utmost attention to detail and a seamless technical setup.
The Unforgettable Summit Bash
As if that weren’t enough, they were also entrusted with the monumental task of delivering full technical production for the iconic Summit Bash – an extraordinary evening celebration that transported guests away from London’s Docklands into a futuristic natural wonderland. The event space was flawlessly themed to ensure attendees were fully immersed, while Encore’s impactful lighting, sound, and video enhancements perfectly complemented the magical atmosphere. Guests danced the night away to the tunes of BRIT award-winner Becky Hill as well as Summit favourites DJ Benny Blanco.
“At the helm of delivering events for a powerhouse brand like Adobe, the pressure to create astounding customer experiences is ever-present.” says Russell Bennett. “Our pursuit of innovation drives us to seek new ways of immersing and captivating delegates at every turn. Partnering with technical experts like Encore enables us to harness cutting-edge technology to evoke emotion and craft unforgettable brand experiences time and time again. Our partnership with the team has been fantastic and I am confident that, no matter the challenge, they will always rise above and deliver technical solutions that breathe life into my creative vision.”
Pete Harding commented “Working alongside Russell and the visionary team at Taylor Bennett Partners is an absolute privilege. Their reputation for delivering award-winning brand experiences that ignite and captivate audiences is truly remarkable. Each time we collaborate on Adobe Summit EMEA, they present us with a host of exciting challenges, and we relish the opportunity to harness cutting-edge production technologies and our expert team, discovering unparalleled and imaginative solutions that push the boundaries of creativity.”
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