EE goes 4D to launch 4G
London. London’s skyline was lit up last night as EE celebrated the launch of its new brand and superfast 4G mobile and Fibre Broadband network with an historic 4D projection at London’s Battersea Power Station.
In the biggest light show to ever be held at the iconic landmark, the projection was beamed across the entire 8,000 square meter façade of the former power station after a specially built screen was built between the iconic chimneys. A first in the London landmark’s 80 year history it is equivalent to the size of an Olympic swimming pool and took three days to build.
In what is expected to have been one of the final events to be held at the power station before its redevelopment, the projection used the very latest ‘4D’ technology to beam the light show onto the front of the building.
The projection was presented by EE as part of an event at the power station to celebrate the launch of EE in the UK. The fast-paced four minute projection showed hundreds of animated light particles – representing the superfast EE network – being ‘created’ inside the power station. Viewers were then taken on a journey as the particles appeared to explode from inside the power station and out across the UK.
Thousands of people from around the UK took part in the celebrations after being invited to send a tweet to international recording artist and X Factor judge Nicole Scherzinger’s dress - who joined the event wearing the UK’s first ever digital Twitter dress. The spectacular show was accompanied by an exclusive score developed by the critically acclaimed scratch DJ, DJ Yoda.
Specially commissioned by EE, the pop star’s stunning haute couture digital dress was constructed from 8 meters of the finest French silk chiffon, embellished with 500 Swarovski crystals and over 2,000 LED lights. The lights lit up to spell out Tweets sent in by fans in real time throughout the evening. It was created by leading interactive fashion design label Cute Circuit, whose clients include U2 and Katy Perry.
Steven Day, Chief of Brands and Communications, EE, commented: “We wanted to mark the arrival of EE, Britain’s new superfast 4G and Fibre Broadband network, with something spectacular and powerful. While Battersea Power Station leaves behind a legacy in British history - we’re simultaneously shaping the future by switching on and powering up the UK’s new digital communications backbone”.
Commenting on the dress, Nicole Scherzinger said: “It was amazing to wear the UK’s first ever Twitter dress. It’s what you’d call getting up close and very personal with your fans – literally!”
To see footage of the 4D projection please visit: http://www.youtube.com/ee
For more information on EE, please visit www.ee.co.uk
To download images of the event click here.
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For more information, imagery or event footage please contact the team at M&C Saatchi PR:
Jess Turner: jess.turner@mcsaathi.com / 020 7544 3804
Andy Olley: andrew.olley@mcsaatchi.com / 020 7544 6531
About EE
EE is the UK’s most advanced digital communications company in Britain, providing mobile and fixed line services to 27 million customers, and from 30th October 2012 will become the first company in the UK to provide 4G mobile services alongside fixed-line Fibre.
EE is the company that runs the Orange and T-Mobile brands in the UK, and launched its new superfast 4G brand – EE on 30th October – with a three-year £1.5bn investment for upgrades and new 4G services.
Its 4G service will cover a third of the population by the end of 2012 and its Fibre service will cover 50% of the population by the end of the year.
EE’s mobile service currently provides coverage to 99% of the population with 2G and 98% of the population with 3G.
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