Barco projectors digitally transform New York City traffic into BMW i concept cars for innovative advertising tour

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From the outset, the biggest challenge that New York-based video display integrator Fresh Air Flicks faced was the need to project moving images on a giant window in direct sunlight. After extensive testing, producers discovered that 3M Corporation’s Vikuiti window film and Barco’s brightest large-venue projectors were the perfect combination for achieving this first-ever technical feat.

Barco’s biggest and brightest HDQ-2K40 projectors achieved a stunning 80,000 lumens to blanket the 12’ x 9’ window film with the reflected traffic landscape, created by Experience Design Director Jake Lee-High. Using motion tracking technology, the producer created a one-to-one relationship of passing cars and window reflections to bring the illusion to life, digitally transforming 307,065 cars into the new, futuristic models as they traversed directly in front of the window. For nine days, the window also calculated how much money would be saved in gas and how many tons of CO_² emissions could be reduced annually if each transformed car was all-electric—totaling more than $493 million in gas savings and 1.3 million tons of CO_²  emission reductions respectively.

“Considering the daylight issue, the key to achieving this alternate reality was to use the highest output staging projectors available,” commented Glen Sanders, President of Fresh Air Flicks. “Reliability was also critical since we were running the show 24/7 for nine days, and as we expected, the Barco projectors performed flawlessly! Also, thanks to their modularity and simple installation, we could re-lamp and de-lamp the projectors ourselves without having to call in a projectionist, making load-out fast and easy.”

The world’s brightest projector for the rental and staging industry, Barco’s HDQ-2K40 ensures razor-sharp, ultra-bright images and is equipped with Barco’s high-end ImagePRO technology with Athena scaler for flexible scaling. It also features Barco’s unique light-on-demand technology, enabling rental companies to tune the light output from 26,000 to 40,000 lumens to accommodate a variety of customer event needs.

“We’re delighted to be a part of this exciting and innovative marketing campaign for BMW, where our projectors can really flex their technology muscle to achieve never-before-seen light levels in an outdoor venue,” commented Scott Stremple, Vice President Sales, Venues & Hospitality for Barco North America. “Pushing the boundaries of creative expression is what drives us to continually innovate and hone our projection technologies to meet the demands of today’s top event producers.”

To view the “BMW i: Window Into the Near Future” campaign, visit http://www.youtube.com/watch?v=12B63umLkWU

About Fresh Air Flicks
Fresh Air Flicks has been specializing in outdoor video display since 2004. The Brooklyn, NY based company has provided mobile LED screens, outdoor movie screens, sound, and projection in such notable New York City outdoor cinema as Brooklyn Bridge Park, Bryant Park, Central Park, High Line Park, The Intrepid Sea, Air & Space Museum and Times Square, Fresh Air Flicks digital projection installations have appeared in motion pictures, television, Conde' Naste Traveler magazine and on the August 2009 cover of The New Yorker. For more information, visit www.FreshAirFlicks.com

About Barco 
Barco, a global technology company, designs and develops visualization products for a variety of selected professional markets. Barco has its own facilities for Sales & Marketing, Customer Support, R&D and Manufacturing in Europe, North America and Asia Pacific. Barco (NYSE Euronext Brussels: BAR) is active in more than 90 countries with about 3,900 employees worldwide. Barco posted sales of 1.156 billion euro in 2012.

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