ADI’s screen rental director Nick Robinson speaks to Access about the company’s tech-heavy summer

What types of products have you introduced recently?

In preparation for the 2018 season we’ve purchased a significant amount of high resolution modular kit to add to our stock – this will fulfil upcoming events like the Glasgow European Championships. We’ve also increased the size of the iCONIC mobile LED screen fleet, which now sits at 48 screen trucks in total – we’ve built more of our most popular models to meet demand, so we now have ten iCONIC 100s (each screen is 100sqm).

What technology are you looking into and why?

We’re continually developing new LED screen concepts for the live event market, we like to stay ahead of the curve and offer cutting-edge solutions that wow audiences while bringing value to the client and their commercial partners (for example in the last two years we’ve launched the iCONIC H, iCONIC 120SW, and Epoch 15). We’re working with some of our largest clients on new ideas for their outdoor events for 2019.

In partnership with Supponor, ADI we are also pioneering the use of virtual replacement technology in global sport, specifically the digital perimeter installed in football  grounds.

It’s possible to virtually overlay different brand messaging on the LED display in accordance with a specific broadcast territory, whilst maintaining a dynamic in-venue experience – opening new revenue streams for global advertising rights and brand partnerships.

Used across the Bundesliga and seen recently at the FIFA World Cup warm-up between England and Costa Rica at Elland Road, this technology offers huge potential for use in globally televised events of every kind.

What technologies do you see emerging into the wider sector?

As above! Our Virtual hybrid solution is game-changing technology and we’re looking forward to testing it across a broader range of sports and global events.

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