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When you want to make a powerful statement about your role in global energy management, few things do it better than a 53-foot multimedia chandelier and an 80-foot LED curtain. This is innovative technology fused with architecture and storytelling on an impressive scale. It’s designed to inform and inspire visitors with no-nonsense communication of Eaton’s values and strengths.
To make the strongest statement about their brand, Eaton decided to implement a large-scale immersive media project. They wanted the brand imagery to be seen from all perspectives of the building — inside all five storeys and outside by passers-by.
The solution, designed by Ralph Appelbaum Associates with system design by Electrosonic, features a 53-foot chandelier and 80-foot LED curtain that work together to present information about global energy and technology trends.
The company is a global leader in power management solutions and those dramatic elements are the centrepiece of their Cleveland headquarters. Cleveland is one of a series of Eaton Experience Centers designed to provide customers with hands-on training in multiple application environments.
The centers are the first of their kind in the industry and their focus is on ‘pulling back the curtain’. They give customers an opportunity to see the impact of their products from a broad perspective and then dive into design, technology and installation practices.
Eaton’s vision for the atrium was both inspirational and challenging for the design team. It had to make a dramatic impression inside and outside the building. And, it had to reflect Eaton’s brand strength and core business - management of power.
The chandelier, which reaches five stories, and the 80- foot curtain wall represent audiovisual design, precision engineering, build and control on a grand scale. The form of the elements conveys the often understated level of innovative technology solutions being created by Eaton.
The LED curtain displays a series of inspiring messages about the company while a massive stone map of the world demonstrates Eaton’s global presence and capability.
The chandelier and the curtain wall are elegant, lightweight, tensile structures that support an open-weave mesh of LEDs. The LED fabric had to be built section-by section but each section had to be inch-perfect to ensure the panels would fit together to display multimedia content correctly.
Each LED had to be individually controlled so that it could create a flexible canvas for different types of large-scale content, such as media on a predetermined timeline or content for a specific presentation.
Visitors are engaged in an immersive multimedia experience as soon as they enter. The entry gallery features a transparent 80 feet x 14 feet LED wall displaying messaging, abstract images and data-driven content. The giant chandelier reflects the wall imagery while interactive multimedia tables let visitors explore deeper levels of information on topics displayed on the chandelier and wall. Power supply and control were critical, so custom power panels and real-time monitoring meet the most rigorous standards.
The multimedia experience integrates architecture, storytelling and technology to meet Eaton’s inspirational vision. The elements reflect Eaton’s values of ‘Customers, Trust, Respect, Dignity, Integrity and People.’
Visitors are engaged from the outset, helping to build relationships with influential audiences. While the installation has already proved a winner, the open architecture will allow change and growth for future needs.