Creatives and Technology in Show Design

  • Live Events, Systems Integration
29 May, 2024
Creatives and Technology in Show Design
Creatives and Technology in Show Design
Creatives and Technology in Show Design
Creatives and Technology in Show Design

In the world of live events and permanent installations, the synergy between the creative vision and technological execution is paramount. At Creative Technology (CT), we recognise the transformative potential when creatives and technology professionals work hand in hand right from the design aspect of a project. To understand the significance of this collaboration, we turn to insights from Will Case, CTUK’s Director of Innovations, and Peter Herring, CTME’s Head of Solutions and Engineering.

Herring underscores the essence of collaboration, “A project can happen with either technical expertise or creative brilliance, but a truly great show requires collaboration between the two.” This sentiment encapsulates the essence of our discussion—unity between technology and creativity is paramount.

He goes on to say, “Technology is not merely a tool; it’s an enabler of creativity. But for it to truly elevate the creative vision, it must be considered from the very start of a project.” He adds, “It’s not about overwhelming a project with excessive technology but rather selecting and integrating technologies that align with the project objectives and enhance the overall experience.”

Case explains, “One of the pitfalls we’ve seen is when creatives sell a dream and haven’t considered the possible technical constraints. We never want to constrain the creative, we want to collaborate to help elevate the creative – bridging the gap between creativity and feasibility.”

Collaboration isn’t just about coexistence; it’s about seamless integration. When creatives and technology professionals unite from the outset, the result is a cohesive and holistic approach to project development. Whether it’s designing bespoke technologies or crafting compelling content, every element is purposefully aligned to achieve the client’s vision.

Case Continues, “Collaboration isn’t just about working alongside each other; it’s about understanding and respecting each other’s expertise. It’s about speaking the same language. And when we do speak the same language, magic happens. Take the Scotch Whisky Experience, for instance. Due to CT winning both the creative content creation and technological aspects, we were able to innovate in ways previously unimaginable. Our close collaboration ensured that every aspect, from content creation to technical execution, was meticulously aligned.”

From the Scotch Whisky Experience in the UK to the Al Wasl Dome in Dubai, these projects exemplify how collaboration between technology and creatives yields groundbreaking results. In each instance, the integration of technology and creativity is not just seamless but transformative, pushing the boundaries of what’s possible in show design.

The real beneficiaries of this collaboration are our clients. By involving them upfront in both the creative and technical aspects, we ensure transparency and alignment of expectations. This proactive approach not only minimises unnecessary iterations but also results in significant cost and time savings, ultimately delivering a superior client experience.

Let’s continue championing this collaborative ethos, shaping the future of live events and permanent installations one project at a time.