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"Crucially, the screen had to be level and in line with the catwalk's hydraulic glass video floor, as this was made to rise and fall during each show."
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Regional launch of Samsung Smart TV April 2012

Client: Gearhouse
Location: Dubai Mall Fashion Catwalk, Dubai


Daily shows utilised a split LED screen, which made 11 movements during each presentation and weighed over 3 tons, requiring a robust yet discreet presentation 'theatre'.


Using Prolyte's S52V square truss, Unusual Rigging designed and fabricated a 7m high x 15m wide ground support rig which incorporated the track for the screen. The structure was then clad with Samsung branding.

Each show lasted 45 minutes and took place four times a day. Crucially, the screen had to be level and in line with the catwalk's hydraulic glass video floor, as this was made to rise and fall during each show.

The Unusual team comprised Leon Ingram, project manager, with Khalid Ali, Reynaldo Lloveras and Rem Tandan, who worked on the project overnight to ensure the Mall's customers were not inconvenienced.

The Samsung shows, which included presentations for both the press and Samsung dealers in MENA, ran from April 11 to 15 2012, while the consumer promotion continued for a further seven days.


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