A Swiss Army Knife of a digital billboard
Bracknell, UK, 2 August 2012 – 3M GTG, digital communication technology experts and part of diversified technology company 3M, has introduced a new generation of billboard, the MetaTwistTower. This powerful and impressive digital installation was launched at the MAC (Munich Airport Centre) Forum, a large outdoor multi-purpose event area, to mark the airport’s 20th anniversary.
Munich Airport is one of Europe’s busiest for international passenger traffic. Its accessibility, transport infrastructure and venue facilities also make it a popular location for a variety of exclusive events. Situated in the area between the two runways, the MAC Forum is Europe’s largest outdoor space (10,000 square metres) for shopping, recreation and business with a 40 metre high glass roof. It is fully equipped with state-of-the-art communications technology and catering facilities to support sporting activities, live broadcasts, presentations, demonstrations, conferences and launches of all sizes.
After being commissioned to develop a digital display system under the roofed section of the MAC Forum, 3M GTG redefined the classic approach of a digital billboard with the concept of a media installation in keeping with the venue’s spatial arrangement, ambience and uniqueness. As a result, the MetaTwistTower was created – a spectacular 10.6 metres high triangular tower with a 41m² rotating and revolving LED surface.
The installation has three layers, each with three LED panels on precisely engineered rotation and folding mechanisms. These nine connected elements can be adapted in format and orientation (square, landscape or portrait), and unfold to give a powerful performance with never-before-seen dynamics. Switching between these formats, and the movement of the panels, is an integral part of the visual performance. When combined with synchronised content, the MetaTwistTower delivers a high impact advertising and media production tool for large-scale, public audience communcation.
The MetaTwistTower was showcased for the first time at Munich Airport‘s 20th anniversary event displaying the advertising campaigns of three major brands, as well as key highlights of the four day programme, including anniversary festivities, musical acts, comedians and live sports broadcasts.
The iconic installation is now a major attraction of the airport and has set a benchmark for how brand owners can embrace digital to create greater impact and excitement with target audiences. Brands now have a new canvas to play with and showcase themselves in a flexible and dynamic way.
Notes to Editors
3M is a trademark of 3M Company
Swiss Army is a trademark owned and registered by Victorinox AG & Wenger SA
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About 3M GTG
The aim of 3M GTG is to bridge the gap between the physical and the digital world. We bring enjoyment and engagement to communication and display systems by creating rich and immersive user experiences. Our solutions are designed as an integral part of the processes and environments of our customer’s spaces. Designing an appropriate environment using the right digital technology tools in an innovative and intuitive way serves as a breeding ground for enhanced communication to happen both in companies and public spaces. We add value to our clients by creating integrated solutions which enhance effectiveness and efficiency in innovation processes and functionalities – to meet the wide range of communication needs and objectives in a design led and business driven way.
3M Commercial Graphics UK
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