LIVE LAB launches with major trade show for Panasonic in Berlin, Germany
In 2003 Empire Entertainment joined with Director/Choreographer Tee Scatuorchio and Musical Director, Mike Levesque (Co-creators of the performance ensemble The Rhythmics) to create LIVE LAB. LIVE LAB is an integrated creative & production team that delivers live performances from every genre for a wide variety of commercial applications. LIVE LAB exists to identify emerging trends & genres in live performances, and to stay in front of the curve to continually deliver fresh creative and the 'Next Big Thing' season after season. LIVE LAB provides an experienced and skilled creative team who not only identify new performers and performing arts genres, but also provide the essential development and packaging of this talent with professional support in script development, choreography & direction, music composition, recording and editing, casting, rehearsal management, costuming, makeup, prop design & fabrication, supporting multimedia production and production design.
LIVE LAB's expertise and organization enable it to secure performers from dance, sports, comedy, music, acting, mime, stunts, and other areas and fine tune their performances to international standards of excellence for specific applications such as trade shows, general session performances, industrial videos, event marketing programs, etc. In one of it's first major projects, LIVE LAB recently completed production of the main stage presentation for PANASONIC at the 2003 IFA exhibition at the Messe Berlin in Berlin, Germany. LIVE LAB was given the challenge to create a 10-minute, high energy entertainment piece integrating content about PANASONIC'S product lines. As PANASONIC is a major sponsor of Formula 1 racing, LIVE LAB was asked to utilize a racing theme for the presentation.LIVE LAB delivered an exciting, percussion & dance-based show based upon a day at the race track. Dressed in official Panasonic F1 Pit Crew suits, the LIVE LAB cast took the audience through the whole race sequence from setting up the car, time trials, & the race including pit stops.The focal point of the performance was the use of an actual Formula1 race car on stage during the performance. The cast used props such as Racing Tires, wrenches, Fast Fill Gas Cans and Large 30 gallon drums wired with electronic triggers. The performance was choreographed to an original music track and included high energy dancing and percussion on a two story high stage. The seamless integration of PANAONIC Flat Panel Displays, DIGITAL CAMERAS such as the D-Snap & AV-100 video camera, the PANASONIC E-100 DVD Recorder and the introduction future vision ideas were all woven into the performance using the racing theme. Playing off the PANASONIC advertising theme "IDEAS FOR LIFE", LIVE LAB, worked closely with PANAONIC'S Tokyo-based Ad Agency, Dentsu, to develop the script, cast performers from Germany, the UK and the United States, and stage the performances in Berlin. LIVE LAB, a U. S. creative team, working for a Japanese client to deliver a performance in Germany, in German to a mainly German audience was a total success.
Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
