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8 Northumberland Avenue Becomes Musion’s First Confirmed Holographic Venue Partner


Mar 19, 2013 | News

Musion, the leader in 3D holographic projection, today announced its exciting new partnership with 8 Northumberland Avenue, making it the first confirmed partner under Musion’s new Revenue Share Programme. London’s most central venue, a one minute walk from Trafalgar Square, will soon offer customers a permanent high definition holographic projection system, perfect for enhancing events of all kinds.

Over the coming months, Musion will install a unique 6m x 4m retractable Eyeliner™ system in The Ballroom at 8 Northumberland Avenue, described by English Heritage as, 'the grandest example of a Victorian ballroom in existence', immaculately restored period details will meet futuristic, immersive technology.

Musion’s holographic projection is a modern day twist on the Victorian stage technique Pepper’s Ghost, which makes the setting the perfect location to launch the new programme. 8 Northumberland Avenue will be the first in the UK with this holographic technology, making it a pivotal axis for 3D showcasing 3D content creation driven by Musion.

Ian O’Connell, Director of Musion, said, “We are incredibly excited to have partnered with 8 Northumberland Avenue under our Venue Partner Scheme. Being able to introduce our holographic experience to a wider audience and breathe new life in to the events industry is what Musion has been striving for since it was founded. As an amalgamation of British history and modern design, 8 Northumberland Avenue is the perfect place to make our technology accessible to everyone.”

Accompanying the installation are several product developments, including a custom designed swivel coupling which allows the projection unit to be deployed both in Musion Eyeliner mode, (lens orientated to the reflection screen on the floor), as well as horizontal orientation for conventional projection onto a retractable front projection screen mounted on the rear wall. Also, the Eyeliner Foil will be housed in a world first custom designed carbon fibre frame featuring a super slim line profile of just 10cm - just 30% of the thickness of conventional box truss.

Charles Boyd, Director of 8 Northumberland Avenue, stated: “Like Musion, 8 Northumberland Avenue operates at the forefront of technological advancements: we were the first venue in Europe to install the state-of-the-art amBX lighting system. The fit with Musion and its 3D holograms is the natural next step. When you then consider that we are a beautiful, Grade 2 listed historic building within the heart of London, it’s an intoxicating recipe for great events.”

Musion’s Venue Partner Scheme allows conference auditoriums, clubs, theatres, hotel ballrooms and other event spaces to rent their own Eyeliner system to customers for a variety of uses ranging from private parties to intercontinental holographic TelePresence, conferences or distance learning activities. The cost for renting the Eyeliner system at Partner Venues is approximately one third in comparison to a one off Musion event installed elsewhere.

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