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International Business Software Company


London, UK




Founded in 1972, our client is the world’s largest business software company and is a world leader in the development of breakthrough technologies and innovative software that revolutionise the world of IT and influence business trends. The organisation is renowned for its network of programs, its pioneering ERP software and, more recently, for its flagship in-memory computing platform. 

With office locations in more than 130 countries, our client has a remarkable global reach and experience that it applies across 25 industries, from energy and natural resources, aerospace and automotive to financial services, consumer industries, public sector and service industries. Its industry-specific solutions are designed exclusively to help businesses run better, faster and more profitably.

Project Brief

proAV was commissioned by the client to support a small-scale, yet very ingenious sales event for up to 100 members of its Analytics and Insights team in its specialist venue space at the organisation’s training centre in London in April 2018.

As well as installing a raft of high-end audio visual equipment, specialists from proAV’s Events team were appointed to provide a white glove service for the duration of the event. A sound engineer, data engineer, camera operator and project manager were on hand throughout the event to support the client’s in-house team and to ensure event continuity, broadcast quality and a memorable audience experience.

Project Details

This special event was delivered in a live newsroom format set within an innovative space with the audience seated outside the organisation’s Experience Centre where a smoked glass wall initially obscured the audience’s view of the room beyond. With a camera and audio feed established from the room for the viewing audience, a countdown timer to ‘go live’ was projected onto the obscured glass. As the countdown concluded, the glass was simultaneously switched to transparent mode and a TV newsroom was revealed to the audience. 

proAV’s Events team commissioned the entire project in readiness for the event, including installation, line tests and client rehearsal and ensured the presentation and all associated AV technologies ran smoothly before clearing the event space at the end of the session.

Technical Overview

The key AV technologies that featured at the Analytics Sales Event included the following:

– 2 no. Samsung MEC series 75” large format LED screens featuring internal media player and display software and stalk kit

– 2 no. 21.5” LED screens

– 3G switcher, DVI-D distribution amplifier and DVI extender kit

– Audio system, including Allen & Heath digital sound desk console, speakers, amplifiers, radio rack and tie-clip transmitters and microphones

– Camera system, including Boxx atom wireless camera link system, Sony camcorder, tripod and Sennheiser wireless headphones with plug-on transmitters

Challenges and Innovations

The client’s concept of using its Hub space as a TV studio was very ingenious and, with proAV’s AV solution, it certainly achieved the desired look and feel. The room is circular and includes integrated projection; once the camera and lighting systems had been installed, a realistic TV studio environment was created.

The integrated projection system employs five Barco F32 projects that are edge-blended to produce a seamless image across that curved rear wall. One of the main challenges we faced was how we synchronised the presentation feed in the audience area with the main presentation in the TV studio space. 

We tested various scenarios throughout the installation and were unable to take a direct output from the system so we overcame the issue by providing a second laptop on which to run a duplicate presentation. Both presentations were then synchronised using a MasterCue Cue4, which was monitored throughout the event by our data engineer and ensured all systems and technologies delivered a professional TV studio broadcast.

‘Thank you for all your help and the fantastic work by the proAV team – it made a huge difference and my colleagues have already asked if I can package this up for them to use at their events.’

The client’s Analytics and Insight division