Glass advertising pillar with brain Artware Litefast presents itself as an advertising pillar with panoramic screen
Glass advertising pillar with a brain Artware Litefast presents itself as an advertising pillar with a panoramic screen By Bruno Amstutz If the e-board in Zurich's main train station represents the electronic billboard, Artware Litefast corresponds to the electr
Glass advertising pillar with brain Artware Litefast presents itself as an advertising pillar with panoramic screen
By Bruno Amstutz
If the e-board in Zurich's main train station represents the electronic billboard, Artware Litefast is the equivalent of the electronic Litfass column. The new medium aims to supply the public with advertising and news at highly frequented locations.
At first glance, not only the name Litefast but also the cylindrical shape is reminiscent of the good old advertising pillar. Instead of posters, however, texts and images are displayed at eye level and seem to float in a transparent tube. Insight is granted from all sides.
The phenomenon is made possible by three vertical LED bars that rotate along the screen, not at the speed of light, but still at around a thousand revolutions per minute. Due to the high speed, the eye cannot perceive the projectors, but the red, green and blue LEDs create any coherent colored images. The cylinder thus becomes a 1.2 square meter panoramic screen with a resolution of 160 by 512 pixels.
First experience is gained in cinemas
Similar to the e-board, the columns are fed with content from a control center. This is operated by the company Artware-Network GmbH, which thus wants to guarantee constant operational control as well as rapid adaptation of the content. In a further analogy to the e-board, the circular screens are not to focus exclusively on advertising messages. "The medium is to combine advertising with daily updated information," emphasizes Marcel Meester, Managing Director of Artware-Network, "so we can constantly offer an attractive eye-catcher."
The central control system also allows the electronic pillars to be used for employee or visitor information in companies. While around 80 units are already in operation in Germany, the first column was only installed here at the end of January: In the Maxx Kinocenter in Emmenbrücke LU.
In cooperation with the cinema marketer RMB, further cinemas in German-speaking Switzerland are to be equipped with Artware Litefast from mid-March. Around 10 locations are planned for the time being in multiplex cinemas. Jean-Claude Bruhin, Chief Communication Officer at RMB, sees Litefast as a medium with added value, especially for cinemas: "For the cinema operators, the pillars offer a good service, as they can also put up advance announcements on films, for example." In German cinema foyers, which according to Bruhin are used more as a communication arena than in Switzerland, there are already over 40 in use.
In addition to electronically generated images and animations, the columns offer traditional advertising space: The shaft can be equipped with backlit posters above and below the projection surface, and the screen itself serves not only as a projection surface but also as a showcase at the same time.
By Bruno Amstutz
If the e-board in Zurich's main train station represents the electronic billboard, Artware Litefast is the equivalent of the electronic Litfass column. The new medium aims to supply the public with advertising and news at highly frequented locations.
At first glance, not only the name Litefast but also the cylindrical shape is reminiscent of the good old advertising pillar. Instead of posters, however, texts and images are displayed at eye level and seem to float in a transparent tube. Insight is granted from all sides.
The phenomenon is made possible by three vertical LED bars that rotate along the screen, not at the speed of light, but still at around a thousand revolutions per minute. Due to the high speed, the eye cannot perceive the projectors, but the red, green and blue LEDs create any coherent colored images. The cylinder thus becomes a 1.2 square meter panoramic screen with a resolution of 160 by 512 pixels.
First experience is gained in cinemas
Similar to the e-board, the columns are fed with content from a control center. This is operated by the company Artware-Network GmbH, which thus wants to guarantee constant operational control as well as rapid adaptation of the content. In a further analogy to the e-board, the circular screens are not to focus exclusively on advertising messages. "The medium is to combine advertising with daily updated information," emphasizes Marcel Meester, Managing Director of Artware-Network, "so we can constantly offer an attractive eye-catcher."
The central control system also allows the electronic pillars to be used for employee or visitor information in companies. While around 80 units are already in operation in Germany, the first column was only installed here at the end of January: In the Maxx Kinocenter in Emmenbrücke LU.
In cooperation with the cinema marketer RMB, further cinemas in German-speaking Switzerland are to be equipped with Artware Litefast from mid-March. Around 10 locations are planned for the time being in multiplex cinemas. Jean-Claude Bruhin, Chief Communication Officer at RMB, sees Litefast as a medium with added value, especially for cinemas: "For the cinema operators, the pillars offer a good service, as they can also put up advance announcements on films, for example." In German cinema foyers, which according to Bruhin are used more as a communication arena than in Switzerland, there are already over 40 in use.
In addition to electronically generated images and animations, the columns offer traditional advertising space: The shaft can be equipped with backlit posters above and below the projection surface, and the screen itself serves not only as a projection surface but also as a showcase at the same time.
