We speak to Drew Burrow from ADI, the AV company behind Manchester’s new 1,500 sq. metre LED digital ceiling, the largest in Europe, about the future of AV in the event industry.
With over 1,500 sq. metres of LED screens, Manchester Printworks has undergone a major refurbishment which will shape the way the venue is used for events and conferences. Taking control of the project is ADI, venue transformation specialists who utilise digital technologies, LED screens and creative content to help re-energise spaces and places, engage audiences, and activate brands. Drew Burrow, Head of Sales, Bespoke, and Creative at ADI has been working in AV for 14 years before recently completing work on the new digital ceiling at Manchester Printworks.
Following in the footsteps of Las Vegas’ mega venue, Sphere, which made waves for its adaptable digital exterior, a similar effect is achieved in Printworks. Drew says: “With its vast scale and integration with audio and lighting, the digital ceiling is an incredible canvas for in-venue events. With carefully considered content and music you can completely change the atmosphere inside Printworks for a particular occasion or activation, or re- brand the entire venue with ease using all the interior and exterior digital platforms.”
Though the enormity of the AV installation itself is a star feature, Drew argues it’s how you use it which really impacts your event, using it as an opportunity to let your imagination run wild: “While the giant LED ceiling and additional AV are impressive technologies it’s the creative and audio that bring it to life and enhance the visitor experience. It’s about being clever with the creative and designing unique content visitors haven’t seen before.” Having complete creative control of the environment isn’t all, hosting an event or conference at the venue could ensure you greater brand presence and exposure, Drew continues: “It’s a giant canvas for exposure, activation, and mass experience. In total there’s over 1,500 sq. metres of LED screens, digital signage, and way finders across the venue that can show custom branded content, so it allows brands to achieve a real take-over during an event or conference.”
Showing it’s one step ahead, Printworks has enriched northern representation in the event industry, competing with other UK venues and beyond: “Having the largest digital ceiling in Europe has helped cement Printworks’ position not just as a leading UK leisure venue but create a destination venue not usually seen outside the US or Asia.”
Immersive AV installations by the likes of Sphere and Printworks are on their way to become an event industry trend and are already a fixture of modern, luxury event design. Drew predicts a continued audience-first approach to AV, saying: “We’re seeing a greater focus on personalised audience experience and visitor-generated content; whether that’s augmented reality with motion sensors
and heat-mapping cameras allowing on-screen content to be influenced by people’s movements or interactions, or visitors using their mobile devices to share their own content across in-venue displays. Live gamification is another growing trend; using mobile devices visitors can seamlessly start gaming and competing against each other on screens and digital signage at a venue.”