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PRG at the North American International Auto Show (NAIAS)

PRG provided lighting, audio, video and rigging for the Chrysler booth at the 2010 North American International Auto Show in Detroit.

At this year’s North American International Auto Show (NAIAS), one of the most prestigious automotive events in the world and one of the largest media events in North America, many companies turned to Production Resource Group (PRG) to meet their technology needs. At NAIAS, automobile manufacturers promote their latest models and concept cars with elaborate booth designs and press events. PRG provided multi-discipline systems (lighting, rigging, audio, video, LED), as well as project coordination and installation services, for clients including Hyundai, Subaru, Land Rover/Jaguar, Tesla and the newly redesigned Chrysler Corporation’s booth, which showcased Chrysler, Jeep, Dodge, Ram, Fiat, Ferrari and Maserati.

The Chrysler Corporation’s new booth was one of the largest at the show. Designed by George P. Johnson (GPJ), the booth featured lighting design by Howard Werner of Lightswitch. “This year, the design of the booth was a bold, clean line. Our lighting design needed to

support that,� Werner explained. “There were five large arches that served to define the spaces for the different brands. The arches were white so the challenge was having even light distribution and even color temperature over all of the surfaces. Everything in the booth was lit with daylight fixtures to support the desired look.�
Lighting the cars on the exhibit floor presented another unique challenge because the cars were frequently moved during the auto show set-up, requiring constant re-focusing. Werner specified the PRG AutoPar™ automated luminaire, a compact, 700-watt arc lamp with a fully DMX-programmable rotating lens assembly, to meet this challenge. “It has the features designers want, but without unnecessary extras that add complexity and cost. We didn’t need it to change color, iris or douse,� explained Werner. “It has excellent color rendering, so it’s a product that’s ideal for the auto show circuit.�
PRG also provided the rigging and the audio for the Chrysler booth. The PRG audio package for Chrysler was a state-of-the-art system powered by Yamaha mixers and utilizing Riedel Communications’ RockNet digital audio network system. RockNet allows the audio mixer to easily route any signal to any individual speaker. The complex audio system for the Chrysler booth contained more than 70 loudspeakers and 48 audio zones.
“Working with PRG is always great,� said Werner. “We have worked together for many, many years. We are always happy to be partners with them on the auto show projects. The execution of the gear and the labor is terrific.�
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About Production Resource Group – Production Resource Group, L.L.C. (PRG) is the world’s leading supplier of entertainment and event technology to a wide range of markets, including concerts, corporate events, theatre, TV and film, special events, and permanent installations, such as theme parks, museums, retail stores, and performing arts centers. PRG provides integrated services and equipment including lighting, audio, video, scenery, and automation systems for these markets from more than 31 offices in North America, Europe, Africa, and Asia.