Organisation: ATA Tech
Location: Rotterdam, Netherlands
Who are ATA Tech
Since 1999, ATA Tech has been designing and delivering exclusive, tailor-made total experiences where light, image and sound seamlessly merge into captivating environments. As a full-service system integrator for museums and experience centers, they take responsibility for design, consultancy, and execution, with a sharp eye for detail, sustainability, and technological innovation.
The Project
Euromast in Rotterdam has been an icon of the cityโs skyline for decades. But in a world where visitorsโ expectations are increasing, a breathtaking view alone is no longer enough. Attractions need to deliver a story and engage their audience.
The design goal was to transform the Euromast into a multisensory storytelling environment. Which would bring users into a welcome area first where subtle lights and sound combine with a projected countdown to build excitement. They would then be taken into a space known as โThe Water Sceneโ. In this space visitors experience Rotterdamโs evolution as a city through interactive wall and floor projections. Finally, visitors are brought into the โPanorama Platformโ where pixel controlled LED lines and colorful projections fill the room.
To bring a revolutionary concept like this to life a team of various professionals was assembled. NorthernLight handled the creative concept. Bruns was in charge of exhibit construction as the main contractor. YIPP and Woodwork produced content and in charge of all AV, lighting, and show control technology was ATA Tech.
The Solution
To achieve the ambitious design brief the team needed to tackle a whole host of design concerns. But one stood out as particularly intrusive. Which was the large central column in the center of the Panorama Platform.
Rather than allowing this pillar to become an interruption to the immersive canvas the project team incorporated it into the space. ATA Tech used pixel control to transform the column into the defining visual piece. Running LED strips down the column itself, which then splayed onto the floor and flowed outwards.
Producing the feeling of movement and centrality which would come to define the columns place in the overall experience.
Advatekโs Role
To control the pixel lighting on the column and floor ATA Tech decided to use the PixLiteยฎ T8-S Mk3 to transmit to eight PixLiteยฎ R4D-S receivers. From there, individual pixel outputs were distributed to LED runs on the central column and surrounding structures. Including the 24 separately identified LED strips on the floor.
This approach allowed for a decentralized control topology meaning the team could hide the receiver and transmitter away from the public and maintain the artistic vision of the space.
The Result
The result of the work from all the teams involved was a complete transformation of Euromast. What was already a landmark was evolved through a combination of creative solutions, technical precision and intelligent show control into a magical and interactive visitor experience which would become the highlight of multiple peoples time in Rotterdam.
Special thanks to ATA Tech, Bruns, NorthernLight, YIPP and Woodwork.
