#SamsungKX

#SAMSUNGKX

Star Live partners Iris Worldwide to create the world’s first three-tier vertical stage gig.

Having collaborated on a number of innovative projects, Star Live and Iris Worldwide joined forces to deliver the world’s first three-tier vertical stage gig for the launch of Samsung’s flagship store at Coal Drops Yard, Kings Cross.

The stage needed to be of a portrait orientation with 9:16 ratio and multiple levels with access to each. It also needed to be capable of housing a huge number of LEDs to create the back of the stage screen effect as well as rigging, cabling and lighting for this orientation of stage – and, of course, health and safety precautions were vital, too.

The stage was to be centred at the kissing point of the rooves at Coal Drops Yard and built from three modified 20ft containers with a polyester powder-coated rolled steel fascia to mimic the curved edges of a smartphone.

Access to each level was via hatches through the floor, with additional safety features to ensure they could be danced on when closed, and nonslip ladders between each level.

Careful consideration was given to the positioning of all cabling and lighting positions, so the final visuals weren’t affected; and to keep the performers safe, a PVC-coated steel rope was fitted across the front of each stage level, again to minimise interference with the overall effect.

Star Live also provided the engineered substructure to ensure stability onsite, and the 10ft tech cabin that was designed to sit behind the vertical stage housed all the lighting and screen tech without detracting from the overall effect. All of this was tested and built at Star Live’s base in Bedford

prior to the event; multiple surveys and onsite recces were undertaken to ascertain access and site limitations, as access and build times were limited to a one-and-a-half-hour window, to ensure a seamless and timely install.

Henry Scotland, Creative Director at Iris, commented: “We wanted to launch Samsung KX with an outdoor show in line with our commitment to innovation in culture. The 9:16 format will be a gift for a fan’s Snap and Insta stories and should stimulate some debate around live music staging conventions for a Gen Z audience.”

All the attention to detail and planning was rewarded with a seamless project delivery and the event was a huge success. David Walley of Star Live commented: “We were delighted to be part of the amazing Samsung KX launch at Coal Drops Yard. Seeing the teams pull together for a true ‘brand experience’ and Star Live deliver such an innovative product made me very proud. Star Live as a brand may only be a few weeks old, but the heritage and experience that enables us to partner on projects like this is 40 years in the making.

The project showcased the Star Live’s capabilities as a go-to partner for experiential activations. Walley concluded: “The project was executed superbly, and all parties involved are extremely happy with the outcomes. Plus it was a great opportunity for our team to work together under the new brand and enjoy the event itself - we couldn’t be happier.”

TPi

Photo: Andrew Whitton

www.stargrouplive.com

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