ADI Screens Join Celebrations on Regent Street

Three of ADI’s iCONIC mobile LED screens helped the celebrations in central London last weekend for The Regent Street Festival.

Large crowds for Madness!The theme for this year’s annual event was birthdays and there was much to celebrate: 180 years of shopping at Regent Street, 10 years of the Regent Street Festival and the one year anniversary of main supporter Absolute Radio made for a real party atmosphere!

One of two iCONIC 15s on Regent StreetADI were contracted to provide three LED screens for the festival – a large iCONIC 60 which was situated within the Absolute Stage area and two smaller, double-sided iCONIC 15s located further up Regent Street.  With the street closing to traffic for the day, the quick setup times of the iCONICs proved invaluable, and allowed them to be positioned early on Sunday morning, prior to the start of the festivities at midday.

The carnival atmosphere featured fun for all the family, including fashion shows, a fairground, stilt walkers, market stalls, birthday cakes and a special children’s lawn outside Hamleys.  All the fun was broadcast throughout the day on ADI’s screens, courtesy of a four camera outside broadcast team, also supplied by ADI.  The two roving cameras had been fitted with wireless links, allowing for live broadcast of content from them, which was mixed live from the iCONIC 60’s fully-featured onboard production suite. 

Customer Comment

“Having used ADI’s screens for the Taste of Spain event earlier this year we were happy to use them again for the Regent Street Festival. 

"ADI didn’t disappoint – the screens looked fantastic and really added to the festival, particularly the double-sided iCONIC 15s.  As always, ADI’s staff were professional, friendly and helpful.”

Annie Walker, Director of the Regent Street Association

The iCONIC 60 promotes main event partner Absolute RadioThe onboard suite helped to save space and also allowed for mixing of a wide range of content throughout the day including video, promotional graphics for Absolute Radio,  the official charity Cancer Research UK and also general public information and timetables of the day’s activities.  The suite also provided sound which was relayed to a PA system up Regent Street as well as sound and pictures to the Absolute VIP area.

Throughout the day, a number of bands played on the Absolute Radio Stage before one of London’s best loved bands, Madness, took to the stage to perform a special gig for Absolute Radio listeners.  In line with the birthday theme, Madness were celebrating their own 30th year together and played to a packed crowd of 1,500 lucky competition winners, as well to listeners of Absolute Radio via a live broadcast.  As they had for the whole day, ADI filmed the evening concert for live broadcast onto the iCONIC 60 in the Absolute Stage area.

With Madness finishing at 8pm the Regent Street Festival 2009 drew to a close.  Along with all of the other attractions, ADI derigged quickly enabling them to be offsite that evening and for Regent Street to open for usual service for another busy Monday morning.

Harj Virdee, Business Development Manager at ADI, commented: “The Regent Street Festival was a great event to be involved in, particularly as Madness were playing!  This type of event was perfect for our unique iCONIC 15 screens, giving almost 360° viewing angles and a small footprint, whilst the onboard production room on the iCONIC 60 meant we didn’t need to provide an additional outside broadcast unit.”