MAC TW1 Part of Large Martin Package for Nissan Booth at L.A. Auto Show

Held at the Los Angeles Convention Center a few months ago, the L.A. Auto Show may not be as well known as its Detroit counterpart but for West Coast auto enthusiasts it offers more than enough new models and North American debuts.

Lightswitch of Burbank, California was called on to provide an ‘immersive experience’ for automaker Nissan’s booth. Lightswitch was brought in by the George P. Johnson company, Nissan’s experienced marketing agency. Lightswitch incorporated a plethora of Martin gear including Martin’s MAC TW1 Tungsten wash fixture. Other gear included MAC 2000 Washes, MAC 2000 Performances and Atomic strobes as well as digital effects from a Maxedia Digital Media Composer. Control was from a Martin Maxxyz with all Martin gear supplied by Tobins Lake Studios Productions.

Principal Lighting Designer at Lightswitch, Chris Medvitz, explains the brief, “Nissan North America envisioned a media-rich environment for their 2006 auto shows. The George P. Johnson Company was designing an all-new exhibit that put the visitor in an immersive experience, conveying the passion and emotion that Nissan's vehicles share with the lives of their customers. In addition, media events featuring the company's executives were broadcast via satellite to global Nissan offices, and via traditional media and internet channels to the worldwide public.”

Lighting and media design were both key elements in the environment concept. Lightswitch designed “simple, clean, museum-quality lighting on product and architecture, as well as extensive media experiences in both large and personal scales, and on a variety of displays. The media events required the right balance between theatricality and corporate confidence.”

MAC TW1’s were a key lighting component in the booth design. Chris comments that Lightswitch chose the MAC TW1s for this event because of its quartz source while also gaining the benefits of a mechanical dimmer, remote focus, color change and movement capability. Placed on overhead trusses and the stage floor the TW1s were used to illuminate large scenic elements. Chris reports that the TW1’s worked “flawlessly.”

“The unique experience of Nissan ownership was conveyed in a unique, eye-catching and enticing way,” Chris comments. “Existing customers felt right at home, while potential customers were immersed in an activated experience different from any other at the auto show. Visitors enjoyed an exciting, polished event that conveyed style, substance and above all, confidence.”

Lightswitch:
Lighting Designer: Chris Medvitz
Associate Lighting Designer: Phil Shearer
Lighting Programmer: Thomas Walls
Production Manager: Chris Wasilauskas
Production Electricians: John Stewart, Robert Hunt, Jeff Palmer

32 x MAC TW1
35 x MAC 2000 Wash (PC lens)
124 x MAC 2000 Wash (Fresnel lens)
8 x MAC 2000 Performance
24 x Atomic 3000
2 x Maxxyz with tablet remote
2 x Maxedia