The UK’s leading event LED screen company, ADI.tv, played an important role in the enjoyment and safety of millions this weekend, as a key supplier to the official Diamond Jubilee celebrations that took over the capital. ADI provided over 60 screens across events that included the Investec Derby at Epsom, the Thames Diamond Jubilee Pageant and the BBC Jubilee Concert.
With over a million people descending on the UK’s bustling capital over the Diamond Jubilee weekend, organisers of the official celebrations were under pressure to ensure both the enjoyment and safety of all their attendees. Large LED screens had a vital role to play, as they have revolutionised public occasions by ensuring crowds get a great view of the action and help them engage in events. LED screens can also play an important role in successful crowd management, where they can display messaging that ensures the public’s safety – while the provision of multiple LED screens is effective in preventing overcrowding.
The latest mobile LED screens offer an additional benefit to event organisation, as they can be swiftly manoeuvred into position and quickly removed – usually in under an hour. Many London locations also have restrictive time periods in place for event structures to be set-up and dismantled – often just a few hours – so the mobile LED screens are an ideal solution for organisers of city and town centre events.
ADI operate the largest fleet of mobile LED screens in the UK, which contributed to the company securing contracts to provide such a large number of screen rentals over the Jubilee weekend. ADI’s preparations to supply so many screens to multiple events on the same weekend was significant. Months of planning went into the logistics that ensured the screens (not to mention their drivers and technicians) made their way successfully from one event to the next, and operated perfectly on-site. The accreditation process warranted by such high profile occasions was also considerable, and the team needed to quickly adjust to many last minute changes of plan!
ADI screens accompanied every major event of the four day festivities, beginning with The Investec Derby at Epsom Downs on Saturday 2nd June, which kicked-off the official Diamond Jubilee celebrations. ADI enjoy a long partnership with the famous racecourse, which was dotted with 11 ADI screens on both days, ensuring the 200,000 race-goers could watch all the runners and riders, and most importantly catch a glimpse of the Derby’s most special spectator – the Queen! After the final race on Saturday evening it was back on the road for much of the ADI fleet, making their way into Central London to take their places for the Thames Diamond Jubilee Pageant the following day.
With over 1.2 million people lining the banks of the Thames, organisers had split the route along the river into zones, all featuring large screens to ensure spectators could enjoy the magnificent spectacle. With the screens displaying live footage of the Pageant, they were important in discouraging the public from moving along the Thames with the flotilla of over 1,000 boats, therefore minimising any risk of crushing and congestion.
ADI supplied a mixture of 17 of their mobile LED screens to suit the different locations and viewpoints along the route. These ranged from ADI’s giant iCONIC 100s along Victoria Embankment, to the smaller double-sided iCONIC 15s placed at Westminster Bridge, Blackfriars Bridge and Lambeth Bridge.
Vessels assembled between Chiswick and Putney on Sunday morning and set off downstream around noon, with the Queen taking her place on the Royal Barge ‘The Spirit of Chartwell’, at around 3pm. The largest flotilla of boats to have taken to the Thames since 1662 came to a close near Tower Bridge around 6pm, and as the vessels dispersed so did ADI’s mobile screen fleet, which was off-site within hours. Several screens then made their way towards Buckingham Palace, The Mall and the Royal Parks in anticipation of further festivities!
Undoubtedly the highlight of the Jubilee weekend was the Diamond Jubilee Concert, organised by the BBC and Gary Barlow. The event was held in front of Buckingham Palace on Monday evening, where two of ADI’s iCONIC 100+ screens – the world’s biggest, highest resolution mobile LED screens – were positioned at the very heart of the music extravaganza.
ADI’s giant screens were located by the Buckingham Palace gates, where they were key to the 10,000 lucky ballot winners inside the concert enjoying a great view of the world famous artists. The Queen Victoria Memorial in front of them was transformed into a stunning main stage – which saw performances by Stevie Wonder, Elton John and Kylie Minogue, amongst others – whilst the Palace itself acted as a backdrop for a visual spectacular created by magnificent lighting, projections and fireworks.
For those not lucky enough to be inside the ticketed concert, ADI provided screens at other key London locations, with giant iCONIC 100 screens at St James’s Park and Hyde Park, and 8 further mobile screens positioned down The Mall. All displayed live BBC concert footage, entertaining the 500,000 people estimated to have crowded into these public areas and allowing them to revel in the electric atmosphere of the event. The star-studded occasion, that enjoyed a host of one-off performances, came to a close as the Queen lit the National Beacon on The Mall – which was also displayed on the large screens for the benefit of the crowds. Outside of London, festivities had taken place across the UK; ADI also supplied screens to large public events at Abingdon and Cardiff to show the Jubilee Concert live.
With the concert finishing at 10.45pm, contractors started clearing the site so that the roads around Buckingham Palace could re-open. Within just a few hours many of the ADI screens were up and away, but the two iCONIC 100+ screens by the Palace stayed in place for Tuesday’s Service of Thanksgiving at St Paul’s and Carriage Procession through Central London. The largest screens in ADI’s fleet allowed thousands of well-wishers to watch the Royal Family travel through Central London and make an appearance on the Palace balcony for an RAF flypast.
Harj Virdee, ADI Business Development Manager, commented on the company’s involvement in the Diamond Jubilee, “Last year we provided screens to Hyde Park for the Royal Wedding, which were watched by over 300,000 people, but this has been an even bigger celebration. We hope we were able to enhance this momentous occasion for the public’s enjoyment and create some amazing shared experiences that will be remembered for years to come. Providing screens to events of such historic and national importance is a huge privilege for us and a testament to our position as industry leaders.” He added, “This was one of the biggest celebrations the UK has ever seen – the logistical challenge of supplying such a large number of screens to so many high profile events over the same weekend was significant, but certainly worth it!”
ADI’s schedule for the rest of the summer is equally busy – the Torch Relay, London Olympics and Euro 2012 have created an unprecedented demand for large LED screens, and will see ADI supplying a series of events across the UK and Europe.
ADI are one of Europe’s leading names in LED screen installation and rental. Having installed the first LED screens in UK football 1997, they have gone on to dominate the stadium market, whilst also providing similar services to retail and leisure markets. ADI offer a full service solution, encompassing manufacture of their own Virtuality LED screens and digiBOARD digital signage, as well as installation, programming, production, on-going operation and maintenance.
In the rental market, ADI provide large screens and production to some of the world’s leading events, including The London Marathon, The Royal Wedding and Royal Ascot; for global brands including T-Mobile, Nike and Mazda; and for hundreds of smaller events each year. Famed for their mobile LED screens, ADI’s iCONIC family is not only the world’s largest fleet of mobile LED screens, but also the widest, offering screens from 12 to 100m² (the world’s biggest).
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