Holo-Gauze adds the magic to super-star Beyoncé’s performance at a Tidal X: 1015 charity concert in New York. At the start of the singer’s 6 minutes-plus rendition of popular track Lemonade, a huge, transparent Holo-Gauze screen created the illusion that there were multiple Beyoncés.
Each holographic Beyoncé appeared to follow her on stage, before disappearing into the genuine performer; she then leaned back to create visual echoes of herself, reminiscent of the ‘bullet time’ sequence from The Matrix.
Parkwood Entertainment – the Beyoncé-founded entertainment and management firm – instructed design studio The Experience Machine (TEM) for this project, and renowned producer Mark Logue approached Holotronica to supply a 10m x 5m Holo-Gauze screen for the Beyoncé set. Logue had previously specified Holo-Gauze for Lady Gaga’s Grammy Awards performance – designed by TEM and Intel – earlier this year.
Production Resource Group (PRG) was contacted by Holotronica to assist with the front-of-stage installation, and was also responsible for the projected interaction of the multiple Beyoncé content.
“I was delighted when Mark said he wanted to utilise a Holo-Gauze screen for the TEM-designed Beyoncé set,” says Holo-Gauze inventor Stuart Warren-Hill. “Holo-Gauze is ideal for live events such as this, allowing live performers to be situated behind our near-invisible gauze while visually stunning holographic effects appear to float in front of them. Usually effects such as these are expensively added in post-production – ruling them out of live events...”
“We worked closely with Beyoncé’s creative team to educate them on how to achieve optimum results,” explains Dan Hammond, Senior Account Executive, Business Development for Production Resource Group. “First was the need to produce images which were to be projected on to the Holo-Gauze screen. We discussed projector types and placement, where she should perform in relation to the screen and how to light her without taking away from the effect on the screen – special attention to lightning details are needed when shooting content to be displayed on Holo-Gauze. It’s really about how to best blend all these elements together to create a spectacular and memorable presentation of performance.”
The beginning of Beyoncé’s Lemonade performance, with Holo-Gauze’s starring role, can be viewed here.
Holo-Gauze is a patent pending screen technology specially developed for Holotronica live shows and for large-scale holographic effects in theatre, concerts, trade shows and museums. The screen is combined with a high-powered 3D video projection system and is scalable to any size (so not as restricted or as expensive as peppers ghost hologram effect systems). The system can be set up in minutes which also suites touring solutions.
The Experience Machine (TEM) is a design studio, based in London, which explores the limits of moving image within a spacial context. Founded by Christopher Davenport and Christopher Pearson, TEM specialises in the conception and delivery of technically complex projects in the fields of moving image, installation and spatial design. TEM has created work for artists such as Beyoncé Knowles-Carter, Jay Z, Lady Gaga, James Blake, Coldplay, Yugo Nakamura, Primal Scream and Hans Zimmer; and brands such as Rag and Bone, Alexander McQueen, Christopher Raeburn, MCM, Nike, Intel, Versace, Prada and Apple.
Production Resource Group (PRG) is a leader in entertainment and event production specialising in wide-ranging solutions that help bring the world’s greatest creative visions to life. From its early innovations in theatre, the company’s expertise is now sought out the world over to solve the unique production challenges for a broad range of markets including live music, corporate events, film & television, theatre and scenic installations.