Sound Division lights up with Diesel
Since February this year, Sound Division has
been designing and supplying lighting effects
to upmarket urban street and sportswear chain
Diesel to light their display windows in their
flagship stores in the King's Road and Covent
Garden.
Sound Division's Chris Baxter who runs the
company's hire and events division for whom
Diesel is an extremely long-standing client,
explained that this particular contract formed
part of a campaign for a new style line for
Diesel. Every three weeks Chris is given a
brief for the look and feel of the display,
and he is required to design and implement the
appropriate lighting scheme.
"Our most recent design was definitely among my
favourites," he said. "and I have to say I'm
particularly proud of what we achieved. We
were asked to create an effect which gave the
impression of being under water looking up to
the surface and being close enough to the
surface to see the light diffusing through from
above." In order to achieve this effect Chris
used two Anytronic 10-amp dimmers and
twenty-four chrome Par 64 500W floods (two per
window) with aqua gels to wash the window.
However, the piéce de resistance was a new
light from Martin from their Martin Mania
series. Appropriately enough, the light that
Chris opted for was the Martin Mania Aqua, of
which he used twelve in total across the two
stores.
"The biggest problem we face in work of this
kind is the fact that we are constantly
battling against white light or, in other
words, daylight," explained Chris. "It's very
difficult to create spectacular effects against
the full glare of daylight, but on this
occasion we achieved a great look that worked
well both day and night."
Diesel's Angela Strickland-Eales confirmed that
Sound Division had done a particularly good job
on this occasion. "We're always very pleased
with their work, hence the reason we've chosen
to work with them for nearly a decade, but on
this occasion, Chris surpassed himself. In
fact, we were so pleased that we chose to enter
this window into our own internal Best Window
competition that is held within the group on an
international basis. We'll be up against
submissions from the US, Germany and Italy, so
it's pretty tough competition! But I think we
stand a great chance, so I'm looking forward to
the results which will be judged at the end of the season."
June
2004 |
