Access All Areas October 2019 - Page 17

OCTOBER | REVIEW Samsung embraces the outdoors Star Live and Iris Worldwide helped Samsung launch its KX store with an outdoor show S amsung KX, Samsung’s new ‘digital playground’ in London Kings Cross, says it has staged the ‘world’s first vertical gig’ in London’s Kings Cross. Responding to research that shows 79% of smartphone users prefer portrait videos – a trend driven by ‘stories’ on Instagram, Facebook and Snapchat – Samsung staged a vertical gig with artist Mabel. The concept was devised by Iris Experience’s creative director Henry Scotland, with support from Universal Pixels. The multitiered performance space Photography: Andrew Whitton of Fanatic Live “We wanted to launch Samsung KX with an outdoor show in line with our commitment to innovation in culture, Henry Scotland creative director at Iris ” – located at the famous ‘kissing point’ of London’s Coal Drops Yard – was created as part of the launch of Samsung’s new multi-sensory experience. Star Live have worked with Iris Worldwide on projects for a number of years. Iris contacted Star Live earlier this year for help with bringing to life a stage for the world’s first vertical gig for their client Samsung’s launch of their flagship store at Coal Drops Yard, Kings Cross. The stage needed to be of a portrait orientation with 9:16 ratio, multiple levels with access to each, capability to house a huge number of LEDs to create the back of the stage screen effect, rigging, cabling and lighting for this orientation of stage and course health and safety precautions were vital. The stage was to be centred at the kissing point of the rooves at Coal Drops Yard. The stage was built from three modified 20ft containers with a polyester powder coated rolled steel fascia to mimic the curved edges of a smartphone. The access to each level was via hatches through the floor with additional safety features to ensure they could be danced on when closed, and non-slip ladders between each level. Careful consideration had to be given to the positioning of all cabling and lighting positions to not affect the final visuals, and to keep the performers safe a PVC coated steel rope was fitted across the front of each stage level, again to minimise 17