MILAN, ITALY/Milan Design Week – (20th April, 2011) – Christie®, a global visual technology company, provided its high definition Christie HD10K-M projectors and award-winning Christie MicroTiles™ in support of Tom Dixon’s Multiplex exhibition during Milan Design Week, held 11th – 17th April, 2011.
Multiplex was a 400m2 installation, created in partnership with BlackBerry® PlayBook™ and included a pop-up viewing theatre, broadcasting centre, restaurant, shop and gallery, where one could explore the multifaceted world of Tom Dixon integrated with the cutting edge technology of the BlackBerry PlayBook and Christie. Unlike traditional exhibition booths at the Milan Design Week, Multiplex aimed to give visitors a trail of sensations created through each of the sections exploring the ideas of luminosity and technology.
A Broadcasting Centre with Christie HD10K-M DLP® projector featured images of trends from throughout the fair. The Viewing Theatre used a Christie HD10K-M projector for stunning display of HD sources with high contrast. In the Science Lab, an irregular-shaped wall of 20 Christie MicroTiles displayed HD video camera capture and content powered by the BlackBerry PlayBook.
Finding the right technology to materialise all of these images in a luminous and confident way was crucial – this is why Tom Dixon approached Christie, who with their MicroTiles and high definition projections, allowed us to present the multiplicity of imagery in the most engaging and immersive way. In an increasingly visually aware world, the importance of being able to present big imagery becomes ever more important, notes a spokesperson for Tom Dixon.
“A visual solution provides a compelling and engaging way to invite visitors into your brand and story,” noted Kathryn Cress, vice president, global & corporate marketing, Christie. “Working in collaboration with our Italian staging partner, EXCOGITARE, Tom Dixon and RIM, Christie has delivered a complete visual package that encapsulates the vision and captures the spontaneity of communications to create a completely engaging environment for visitors during Milan Design Week.”
From flagship retail environments to stadiums, corporate facilities to fashion runways, and major financial institutions around the world, Christie’s projection and MicroTiles deliver a high impact to meet the challenge of engaging today’s audiences. Since its launch in January 2010, Christie MicroTiles has garnered more than 15 international awards.
Milan Design Week is the world’s largest furniture and design exhibition and attracted over 300,000 visitors from over 150 countries.