The launch of the Polestar 4 electric SUV coupé, the Swedish electric performance car brand’s new model, at the recent Auto Shanghai – Shanghai International Automobile Industry Exhibition was accompanied by a multi-zone audio presentation utilizing HOLOPLOT X1 Matrix Arrays in a design by event companies Creative Technology (CT) UK and Nordic.
The system facilitated a keynote presentation from Polestar’s CEO that was delivered via two dedicated listening zones, one for English, one for Mandarin Chinese, in live simultaneous translations without the need for wearables. X1 also played a role in creating an audio experience throughout the show.
The HOLOPLOT team worked with Polestar and CT UK and Nordic to create a system design that would fulfil the client’s requirements: to achieve the live simultaneous translation. Further, as a Swedish brand, Polestar wanted to maintain a clean and minimalist Scandinavian design, so consideration was given to the loudspeaker placement within the space to help ensure the technical infrastructure remained discreet by hiding as much of the technology as possible from view.
The oval-shaped space where the launch took place was divided into multiple areas. The new Polestar 4 was positioned on a central stage, surrounded by a field of red tulips, while the audience stood around the periphery of the display. At the rear was a large LED screen, displaying videos and images of Polestar’s new product addition.
The audio system configuration comprised a main X1 array positioned above the LED screen, covering the area closest to it. Two pairs of X1 suspended at the left and right corners were utilised to project sound towards the opposite audience zones. This involved configuring the stage as a rejection zone to help ensure the cabinets on the left side would reach the audience on the far right of the room while avoiding the middle area. The same principle was applied to the other two cabinets on the right side and allowed the presenters on stage to deliver their speeches in a much more natural way.
“We were able to contain the audio on the booth within a strict zone, achieving a significant roll off of about two meters from the aisle, adhering to strict sound level guidelines,” says HOLOPLOT head of sales Ryan Penny.
“Polestar is a new car manufacturer that’s forward looking and focussed on the personal experience of its customers,” adds Lee Dennison, head of client services at Creative Technology UK. “They wanted to be able to really touch people with the launch and make it inclusive, ensuring everyone got the same experience and felt part of the activation. Just as Polestar pushes boundaries in innovation, they wanted to work with fellow innovators that could solve this challenge for them by providing a single system that could deliver layers of audio, including multiple languages and immersive audio environments. The only way of accomplishing that was with Holoplot.”
Homogeneous coverage for background music was also a part of the design. This was a feature of the remainder of the 10 day show, with the booth featuring a dedicated four-zone audio experience, with two squares positioned on the floor on the left side of the stand, delivering information about the new car’s technical specifications in both English and Mandarin Chinese. Similarly, two squares on the floor on the right side provided information about the brand and car, again in English and Mandarin Chinese. Each listening spot measured one square meter and tight energy dispersion minimized spill to the rest of the stand.
“The client developed a deep understanding of the importance of audio and its significance as an integral part of an event of such magnitude,” concludes Penny. “Polestar appreciated the seamless listening experience without the need for wearables. With the success of the Polestar 4 launch and a world first live simultaneous translation, and the multi-zone audio experience HOLOPLOT X1 delivered throughout the show, what was accomplished has truly opened up new possibilities and a natural way of engaging people in events.”
