Volkswagen’s DRIVE is an exhibition area which has been created by thoroughly transforming a venue in the heart of the capital and installing in it a new overall concept encompassing the Group’s brands along with Volkswagen Financial Services AG. The construction project was initiated Volkswagen Immobilien GmbH, and Professor Christoph Mäckler Architects were responsible for executing it. Its audiovisual solutions were planned by the Stuttgart-based specialist in modern communication solutions, macom. Amptown System Company won a limited bidding contest for the permanent lighting, sound, video, projection, and control equipment in the exhibition and conference areas.
A second exhibition, ‘THINK NEW’ began at Lindencorso on August 21. Up until early November, Volkswagen Passenger Cars will be presenting mobile innovations you can experience close-up, such as intelligent driving assistance systems. This new exhibition provides a glimpse behind the research and development scenes and invites visitors to get involved and think about what they themselves expect of mobility. When the exhibition area was being converted, a megascreen made by Gerriets embedded in a ceiling rail in the entrance area was used to give a new look to the exhibition room at the DRIVE. Volkswagen Group Forum. The ‘THINK NEW’ exhibition is part of an international brand campaign being run by Volkswagen Passenger Cars which focuses on innovation for everyday mobile use.
Who are the Volkswagen Group and which brands belong to it? “We want to present ourselves as dynamic and global, and to direct the Volkswagen brand-world more strongly towards mobility,” says Cornelia Schneider, Director of the DRIVE.Volkswagen Group Forum at Lindencorso, explaining their conceptual transformation. “We’re already looking forward to tomorrow! With its spacious exhibition area, its ‘Zeitgeist’ Restaurant and ‘Brotzeit’ Bistro, DRIVE aims to become a meeting point which informs and entertains you and invites you to stay longer. And of course it will keep visitors interactively up to date on the latest VW developments.”
The brands Volkswagen Passenger Cars, Audi, SEAT, ŠKODA, Bentley, Bugatti, Lamborghini, Porsche, Ducati, Volkswagen Commercial Vehicles, Scania and MAN will each present themselves in a Brand Box at the DRIVE. Volkswagen Group Forum.
“We realize that vehicles are no longer status symbols or a primary means of transport,” reflects Cornelia Schneider. “That’s why we had to rethink things to maintain the loyalty of our customers. Our brands will each exhibit for three months in rotating exhibitions, presenting specific mobility themes. Highlight products will be permanently on display in another exhibition area. Special exhibitions and cultural events will also be offered to the public throughout the year.”
“Amptown System Company set itself the task at DRIVE of installing high-quality media equipment covering a broad spectrum of entertainment options,” says Christoph Wegner, Project Manager and Director of ASC Berlin. “Temporary media content is regularly re-presented by Volkswagen. ASC’s job was to provide modern, flexible and expandable media equipment, which would assist in presenting the brands at a variety of events ranging from exhibitions, press conferences, vehicle presentations, cultural events, and live musical performances, all the way to corporate conferences and events, in which the location is rented out to others. For this reason Volkswagen required the equipment to be easy to operate by its own technicians.”
System specialists at ASC created an appropriate infrastructure for the media equipment at DRIVE. Volkswagen Group Forum and installed and programmed all of its components.
Eyevis LED Video Wall as Main Video Stage
In the entrance area, visitors are greeted on 40” displays vertically installed on six pillars, after which they can have fun finding out all about the Group’s twelve brands. Interrelated videos are played by a networked Pandoras Box Server combined with coolux COMPACT players, and an eyevis LED video wall of more than 40 m2 which represents the central element of the exhibition is supplied with content by a coolux QUAD player.
Professor Christoph Mäckler Architects created an open, two-floor visual axis for the main exhibition area. The center of attention in the main room is a permanently installed, monumental eyevis LED wall consisting of 30 × 8 eyeLED modules with a total size of approximately 15 × 3 meters. The modules, each 480 × 360 mm, fit together smoothly and seamlessly. With a pixel separation of 2.5 mm, each model offers 192 × 144 pixels.
This means that the wall has a total resolution of 5760 × 1152 pixels and produces stunningly sharp images. Equally remarkable is the uniform reproduction of brightness and colors which eyevis achieves by means of factory calibration combined with numerous adjustable parameters. This is where the campaign motto of ‘THINK NEW’ is colorfully presented and regularly reinterpreted.
An image wall system made by Gerriets has been embedded into the ceiling cutout between the entrance area and the brand presentation; it separates the spaces and can be projected onto. The 15 meter wide megascreen is fitted with Gammalux projection film and is 7.5 m high. This megascreen was installed in a ceiling shaft incorporated into the structure, which can be closed off using four separate flaps. These flaps are opened and closed by an electrically driven steel band mechanism.
Audio
Over a hundred custom made GAE (German Audio Engineering) loudspeakers were installed for the sound, having been designed especially according to the specifications of macom to accommodate the features of the premises and fulfill the requirement for a reverberation time extension system with implemented 3D sound. The audio concept was designed and implemented to incorporate wave-field synthesis. This produces the best possible auditory impression throughout the event room, which means high quality reproduction for individuals and whole groups of listeners, and larger numbers of listeners inside the room, even if they move around from place to place within the space
Lighting
There is consistent emphasis throughout the DRIVE. Volkswagen Group Forum on LED lighting, which means longevity and energy efficiency. The ceiling in the main room incorporates an impressive 21 equipment recesses in which 160 ETC Source Four Studio HD LED profile spots can be freely positioned on Gerriets busbars and a specially constructed carriage. A total of 33 Studio E rail systems incorporating electrical conductors were installed in the exhibition area, amounting to around 420 meters of railing. The ETC spotlights suspended from these electrical rails boast high output combined with outstanding power efficiency and variable color temperature, as well as exceptional color reproduction, something which was explicitly requested by Volkswagen during the sampling process.
More at:
www.amptown-system.com
More about DRIVE. Vorlkswagen Group Forum:
www.drive-volkswagen-group.com
A second exhibition, ‘THINK NEW’ began at Lindencorso on August 21. Up until early November, Volkswagen Passenger Cars will be presenting mobile innovations you can experience close-up, such as intelligent driving assistance systems. This new exhibition provides a glimpse behind the research and development scenes and invites visitors to get involved and think about what they themselves expect of mobility. When the exhibition area was being converted, a megascreen made by Gerriets embedded in a ceiling rail in the entrance area was used to give a new look to the exhibition room at the DRIVE. Volkswagen Group Forum. The ‘THINK NEW’ exhibition is part of an international brand campaign being run by Volkswagen Passenger Cars which focuses on innovation for everyday mobile use.
Who are the Volkswagen Group and which brands belong to it? “We want to present ourselves as dynamic and global, and to direct the Volkswagen brand-world more strongly towards mobility,” says Cornelia Schneider, Director of the DRIVE.Volkswagen Group Forum at Lindencorso, explaining their conceptual transformation. “We’re already looking forward to tomorrow! With its spacious exhibition area, its ‘Zeitgeist’ Restaurant and ‘Brotzeit’ Bistro, DRIVE aims to become a meeting point which informs and entertains you and invites you to stay longer. And of course it will keep visitors interactively up to date on the latest VW developments.”
The brands Volkswagen Passenger Cars, Audi, SEAT, ŠKODA, Bentley, Bugatti, Lamborghini, Porsche, Ducati, Volkswagen Commercial Vehicles, Scania and MAN will each present themselves in a Brand Box at the DRIVE. Volkswagen Group Forum.
“We realize that vehicles are no longer status symbols or a primary means of transport,” reflects Cornelia Schneider. “That’s why we had to rethink things to maintain the loyalty of our customers. Our brands will each exhibit for three months in rotating exhibitions, presenting specific mobility themes. Highlight products will be permanently on display in another exhibition area. Special exhibitions and cultural events will also be offered to the public throughout the year.”
“Amptown System Company set itself the task at DRIVE of installing high-quality media equipment covering a broad spectrum of entertainment options,” says Christoph Wegner, Project Manager and Director of ASC Berlin. “Temporary media content is regularly re-presented by Volkswagen. ASC’s job was to provide modern, flexible and expandable media equipment, which would assist in presenting the brands at a variety of events ranging from exhibitions, press conferences, vehicle presentations, cultural events, and live musical performances, all the way to corporate conferences and events, in which the location is rented out to others. For this reason Volkswagen required the equipment to be easy to operate by its own technicians.”
System specialists at ASC created an appropriate infrastructure for the media equipment at DRIVE. Volkswagen Group Forum and installed and programmed all of its components.
Eyevis LED Video Wall as Main Video Stage
In the entrance area, visitors are greeted on 40” displays vertically installed on six pillars, after which they can have fun finding out all about the Group’s twelve brands. Interrelated videos are played by a networked Pandoras Box Server combined with coolux COMPACT players, and an eyevis LED video wall of more than 40 m2 which represents the central element of the exhibition is supplied with content by a coolux QUAD player.
Professor Christoph Mäckler Architects created an open, two-floor visual axis for the main exhibition area. The center of attention in the main room is a permanently installed, monumental eyevis LED wall consisting of 30 × 8 eyeLED modules with a total size of approximately 15 × 3 meters. The modules, each 480 × 360 mm, fit together smoothly and seamlessly. With a pixel separation of 2.5 mm, each model offers 192 × 144 pixels.
This means that the wall has a total resolution of 5760 × 1152 pixels and produces stunningly sharp images. Equally remarkable is the uniform reproduction of brightness and colors which eyevis achieves by means of factory calibration combined with numerous adjustable parameters. This is where the campaign motto of ‘THINK NEW’ is colorfully presented and regularly reinterpreted.
An image wall system made by Gerriets has been embedded into the ceiling cutout between the entrance area and the brand presentation; it separates the spaces and can be projected onto. The 15 meter wide megascreen is fitted with Gammalux projection film and is 7.5 m high. This megascreen was installed in a ceiling shaft incorporated into the structure, which can be closed off using four separate flaps. These flaps are opened and closed by an electrically driven steel band mechanism.
Audio
Over a hundred custom made GAE (German Audio Engineering) loudspeakers were installed for the sound, having been designed especially according to the specifications of macom to accommodate the features of the premises and fulfill the requirement for a reverberation time extension system with implemented 3D sound. The audio concept was designed and implemented to incorporate wave-field synthesis. This produces the best possible auditory impression throughout the event room, which means high quality reproduction for individuals and whole groups of listeners, and larger numbers of listeners inside the room, even if they move around from place to place within the space
Lighting
There is consistent emphasis throughout the DRIVE. Volkswagen Group Forum on LED lighting, which means longevity and energy efficiency. The ceiling in the main room incorporates an impressive 21 equipment recesses in which 160 ETC Source Four Studio HD LED profile spots can be freely positioned on Gerriets busbars and a specially constructed carriage. A total of 33 Studio E rail systems incorporating electrical conductors were installed in the exhibition area, amounting to around 420 meters of railing. The ETC spotlights suspended from these electrical rails boast high output combined with outstanding power efficiency and variable color temperature, as well as exceptional color reproduction, something which was explicitly requested by Volkswagen during the sampling process.
More at:
www.amptown-system.com
More about DRIVE. Vorlkswagen Group Forum:
www.drive-volkswagen-group.com
