Light Electric

To mark the launch of the Samsung Galaxy S9 and S9+ phones, Advertising Agency BBDO approached Urban Electric with a brief to design a large-scale installation to wow London with light.

Urban Electric conceived the idea to transform the London skyline, by projecting a rainbow of soft laser light over the River Thames, using large state-of-the-art reflective panels called Lightstream ®. To maximise the viewing angle and alter its multi-coloured perspective, the light would diagonally change trajectory and twist in the night sky. Designed to demonstrate the capabilities of the Samsung S9 camera to a considerable audience, this never-seen-before amalgamation of technologies and creative art on an unprecedented scale would become a world first.

Working from a Tower Bridge location, the immediate challenge was to establish a suitable stop point for the laser light; The Civil Aviation Authority were consulted at length to gain approvals for safety standards, due to low flying aircraft landing at Heathrow and City airports. A short-list of potential landmarks was drawn up and after much consideration with the support of management, Broadgate Estates, the iconic Leadenhall building was decided upon - By reason of its distinctive height, the epic potential for casting laser light and pivotal position in the heart of the city.

With health and safety of paramount importance, a detailed analysis had to be conducted by Urban Electric to form the most comprehensive risk assessment, ensuring conditions and restrictions were adhered to. From the initial brief, the design process included concept development, collaboration with the client, on-site viability assessments, and a studio client workshop. A full-scale mock-up on site defined the solution and finally, full in-house production of all location logistics was conducted.

Throughout the live production, Urban Electric worked together with the Leadenhall engineers, the upper mechanical floors of the building were locked down and laser light directed at them, illuminating the city for three nights with spectacular colour enhanced by the complex combinations of movement and intensity, creating magnificent iridescent effects and an ethereal spectacle.