mep-Magazin June 1998

Over the years, laser technology, originally from the discotheque sector, has grown up and found its way into exhibition and congress halls. In every aspect, laser holds a special position among visual media. Demonstrably, it has a high attention value with visitors of fairs, events and incentives and can draw in even huge crowds like no other medium. At the same time, the focused beams of light can be used in a multitude of fields where most conventional mediums have to capitulate.
Directed onto a projection surface, a laser beam can generate images in brilliant colors, comparable to some kind of “moving neon advertisement”. If the transparent water film of a Water Screen is used for projections, these graphics appear to float freely in space. In contrast to all other available media, laser projections can even be realized under adverse conditions, such as strong light irradiation or unfavorable projection angles. If laser is used in connection with slides and video, it is easily possible to bring static presentations to life, visualize complex processes, clearly highlight relevant facts and push the boundaries of conventional two-dimensional presentations. In addition, laser projections are possible in almost any size. For example, even the projection of advertisement slogans onto mountains poses no problem with the right equipment.
However, even totally different effects can be generated with the same technology. Made visible with stage fog, laser beam generate atmospheric effects in tune with the music and are often used as an impressive highlight at large events or as an emotional anchor for an advertisement slogan. When used outdoors, laser beams can point out an event from very far away.
Despite these clear advantages, laser technology still had a rather dubious reputation in the event industry only a couple of years ago. Show laser systems, originally developed for use in discotheques, often consisted of an unmanageable collection of mirrors, beam dividers and relays to deflect individual laser beams onto effect discs or mirrors spread around the room. Not only did this lead to long assembly and disassembly times, but the elaborate mechanics also often became unintentionally adjusted during rough continuous operation at fairs, making the use of lasers not only unreliable but also a risky endeavor with regards to radiation protection. Additionally, the resulting shows looked exactly the same as was common during the pioneering days in discotheques. For years, this negative image had prevented the introduction of fascinating laser technology to more serious events.
By now, compact and maintenance-free laser projectors have been introduced to the market, which are equipped with elaborate safety systems and can be discreetly integrated into any fair booth thanks to fiber optic technology. The Aalen-based company Lobo electronic is a pioneer in this field, having already created a gigantic multimedia spectacle for the former steel giant Hoesch at Hannover Messe in 1991 and 1992 with massive use of laser technology. In the meantime, international corporations such as Allianz, BMW, Daimler-Benz AG, DASA or Microsoft have become core clients of the light wizards from Aalen.
On the creative side, Lobo’s design team demonstrated repeatedly in an impressive manner that laser is also capable to amaze those target groups that are rarely seen in discotheques. For this, they not only received the innovation award of the state, but also innumerous international awards for their creative concepts.
With the Laser Truck concept, Lobo started another revolution. With 57 W light power, 40,000 W sound power and an input power of 280 kW, Lobo has arguably the world’s most powerful mobile laser system at its disposal. The entire show technology, including an integrated control station, is housed in two 16t standard containers.
By using the Laser Truck, long-winded and expensive assembly times are reduced to a minimum. The double-redundant technology of the Laser Truck, configured as a closed and completely autarkic system, offers a maximum of operating safety and investment protection. For this reason, the system is primarily used at particularly large and particularly important indoor and outdoor events such as the Olympic Games in Barcelona, the official celebration on occasion of the 75th anniversary of Turkey or at an open-air tour for the 40th anniversary of Baden Wurttemberg.
On the matter of costs, the laser industry paints a multi-layered picture of price, quality and service with significant differences. In addition to a few professional suppliers worldwide, where performance certainly has its price, the market is increasingly flooded with cheap suppliers and former hobbyists, attempting to land primarily smaller orders with generally outdated technology, colorful promises and cheap prices.
However, with laser in particular it is inadvisable to save at the wrong end. Firstly, the differences in quality and presentation in a direct comparison of suppliers are apparent even for laymen and secondly, careless handling of laser light can lead to serious eye damage, for which the organizer will be liable in the end. Therefore, the obligatory safety-related approval by an independent expert is naturally included in the service of serious companies.
As a rule of thumb, impressive advertisement displays at fair booths or smaller-scale beam shows can already be realized from about DM 15,000. For product presentations or company anniversaries with sonication and full service, about DM 40,000 to DM 50,000 have to be budgeted.