The Story of JCB

AV Presentations Illustrate the History of a Brand
Rocester, Staffordshire, UK

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World-renowned construction and agricultural equipment company JCB opened a new brand experience at its headquarters in Rocester, England. The 25,000 square-foot installation, which combines a museum, a showroom and an immersive exhibition, is housed in the former JCB Design Centre. Electrosonic continued a long association with JCB, which goes back some 40 years, by providing AV integrated presentations to help visitors interpret “The Story of JCB.”

JCB

JCB’s origins date back to 1820 as Bamfords Agricultural Engineers. Joseph Cyril Bamford (Mr. JCB) brought the company into the modern era after WWII. The Early Years exhibition includes a corrugated iron “barn wall” and stacked bales of straw, which act as projection surfaces for content about the early years in the post-war era. The next part of the exhibition features one of the celebrated “Dancing Diggers,” a famous aspect of JCB’s product introductions; a digger in mid-dance frames a screen presenting a video on brand development. Exhibits also include a localized soundtrack fed through four overhead loudspeakers triggered by a break-beam sensor.

JCB

In the Global Expansion zone, JCB’s international activities are projected onto a hemisphere set into the floor. Individual exhibit tables with built-in LCD screens detail the activities of some of the principal units. A full-size wireframe model of the JS200 tracked excavator acts as a striking introduction to the exhibit “Our Largest Vehicles for the World’s Largest Projects,” where a nearby screen displays a video on JCB’s heavy equipment. Opposite the JS200, a three-ton JCB Fastrac chassis is suspended over a nine-screen videowall located in a raised bed on the floor, displaying a video about the pioneering chassis design.

JCB

In another exhibit, a curved wall comprised of crates of spare parts acts as a projection surface highlighting the company’s worldwide parts and service organization. A panoramic screen behind a JCB Dieselmax car displays the vehicle’s record-breaking run on the Utah salt flats. “The Story of JCB” concludes with the Wonderwall, which is formed by a line of four 46-inch LCD screens. In interactive mode, the displays perform like an animated card index of JCB products.

Visitors typically take a guided tour of the exhibits with guides using handheld devices to trigger installations. The shows can also run automatically in sequence or play as continuous loops. The entire AV system can be controlled via simple touch panels at the exhibition entrance and exit.

JCB

Electrosonic opted to standardize the AV equipment throughout the installation as much as possible. The entire AV system is controlled by an integrated controller; all devices are connected to it through a LAN. In addition to the small control panels previously cited, full control and monitoring of every device is available from a master control built into the main AV rack and from a wireless control panel.

Studio MB of Edinburgh was the design and build contract lead. Exhibition fit out was performed by SharmanShaw Exhibitions Ltd. of Leeds. Lighting design was by Nich Smith of Glasgow and the electrical contractor was Andrews Electrical of Burton on Trent. AV content was written and co-designed by Studio MB, and co-designed and produced by ISO Design of Glasgow. Quadrille Media Ltd. of Edinburgh encoded the content. The AV consultant for the project was Edinburgh-based Douglas Bolton.

JCB