news from T purple
 Contents

Greetings from Maine!

Acoustic Ceiling

Cuervo Agave

Swirls Set the Stage


Who to Contact?
 Links
anchor.3Midsummer Greetings from Maine!
Reviving a Tradition: Our Garden

The Transformit crew by the garden

This year we planted our first vegetable garden in several years. Shown are those present on Monday, August 2, about half our total team.

In Maine, one must wait for the right time to plant. Folk wisdom says to wait until the first full moon in June. It is remarkable how fast plants grow! We were eating from the garden before the Fourth of July.

We welcome visitors! Fresh veggies from the garden are are a good reason to come in Summer.

scarecrow3   scarecrow4
The androgynous, two-faced scarecrow is constructed of "repurposed" materials from our shop. Note the crystal earrings!

anchor1Sculptural Acoustic Ceiling is the Largest of its Kind
Technical Art Installation combines Function and Form

Panels with soft acoustic liners, conformable to compound curves, are unique to Transformit. This project is our largest suspended ceiling installation to date: 61,500 square feet of ceiling coverage.

MCCCC Ceiling
  Architect: Eley Guild Hardy   Contractor:F L Crane & Sons    Photo: Pat Sullivan   

The Mississippi Coast Coliseum and Convention Center (MCCCC) sits a few hundred feet from the waters of the Gulf of Mexico in Biloxi, MS. When Hurricane Katrina departed, it left the facility heavily damaged, but executive director Bill Holmes resolved to bring it back, better than before. In early 2008, two years after Katrina, Transformit made a presentation to Mr. Holmes and to the architects of the MCCCC, Eley Guild Hardy, showing a new capability: sculptural fabric panels with significant sound-absorbing properties. The architects proposed a ceiling treatment for the convention center, with vertically oriented panels high in the room, just below the air conditioning ductwork, and amid the lighting fixtures and fire sprinklers. The panels are curved in plan; in elevation, each panel is flat on top, but curved on the bottom. 712 panels in 21 unique shapes are arranged overhead such that the entire ceiling looks like a stylized wavy ocean surface.

MCCCC Ceiling
Photo: Cynthia Thompson   

The key challenge in construction was to maintain consistency of tube bends and angles throughout the construction. The installation was critical: any misalignment, in any orientation, would upset the high degree of regularity in the design, drawing attention away from the rhythm, toward the anomaly. A system for accurately installing the panels was developed on site. This allowed the installers to work faster as the installation progressed, while improving accuracy. The project was completed on time.

The rooms were measured by an acoustician, before and after the ceiling installation. He said that reverberation time in the rooms is significantly reduced. The primary benefit is to make speech more intelligible: in a meeting room full of people eating lunch or listening to a speaker, it is easier to understand and be understood. This reduces the need to talk louder, and reduces fatigue as well.

Aesthetically, this project is a big success. The executive director, Bill Holmes, is very proud of his new facility and its beautiful ceiling. He says that the ceiling helps his facility stand out in the minds of attendees and show promotors alike. Good design is good business.

visit the MCCCC
visit Eley Guild Hardy
visit F L Crane & Sons
anchor4Cuervo Games Agave
A Mobile Marketing Event

Jose Cuervo, the world's largest producer of tequila, is promoting their brand through the "Cuervo Games", a multi-city mobile marketing tour. The events of the Cuervo Games involve local teams vying for a variety of prizes by completing a series of daring athletic tasks. Winning teams are chosen by event attendees and by people watching and voting online. Our part of the project was to produce a giant Agave cactus (the plant from which tequila is made, and the Cuervo logo) as the visual centerpiece of the event.

Cuerco Agave 1
Photos: Cindy Thompson

Digital Kitchen was contracted by Cuervo's US advertising agency, Crispin Porter & Bogusky, to design and oversee the production of the Agave. They first considered using an inflatable structure, but rejected it because an inflatable would not give enough definition to the shape of the Agave's leaves. Digital Kitchen's request was to produce the best possible result within the very short timeline (30 days from start to initial installation).

Starting with Digital Kitchen's sketches, the shape was developed in several iterations by Digital Kitchen, Transformit, and FTL Design Engineering Studio. Once the shape was agreed upon, FTL was charged with engineering a structure capable of withstanding hurricane-force winds of 115mph (with a 2x safety factor!). Other significant constraints: the disassembled structure must travel in a single trailer, and it must be capable of being installed in three hours (on uneven or soft ground). Also, the "Aztec Pyramid" base must support the weight of several people, and the entire structure (including lights) must withstand wet weather as well as wind.

cuervo2.gif

The core is a welded steel geodesic hub on six leveling platform feet, each loaded with 1,000 pounds of ballast. Stored in the base are 12 LED PAR lights with their transformers and control system. This base is covered with stretch fabric with openings where the 12 leaves attach. The "Aztec Pyramid" base is then fitted around the geodesic base and leveled. To speed assembly, the "leaves" are shipped fully dressed, with the lights installed. As each leaf is attached, it is tilted up and locked into position. The skin of each leaf is then zipped to the skin of the base. A zippered trap door remains to allow a technician to service the structure from within if necessary. When the event is over, the leaves are removed, reinstalled into a rolling set cart, and loaded onto the truck. The entire load out takes about  an hour.

The Agave made its debut in Orlando on March 6, 2010. To date, it has traveled to Phoenix, San Diego, Denver, Chicago, Philadelphia, and Boston. The final events are in Baltimore and Atlanta, with a championship event to be held in Las Vegas.  See locations and event details at www.cuervogames.com.

cuervo agave.3

At the debut event in Orlando, the Agave received rave reviews from Digital Kitchen, Crispin and from Diageo, Cuervo's US distributor. It became the central meeting point, a place to hang out. After each event, the winning team was photographed seated on the steps of the Agave's pyramid base. The photogenic Agave also served as backdrop for the event's webcast hosts.

With such a short timeline, this project could only have succeeded with a calm and supportive team: client, agency, designers, engineers, fabricators, and installers. Our thanks to all!

visit Digital Kitchen
visit FTL Design Engineering Studio
visit Crispin Porter & Bogusky
visit Diageo
visit Cuervo

anchor2SWIRLS Set the Stage
Original Set Design by Vista Productions is a Hit

Swirls on stage

Vista Productions of Harrisonville, MO, requested freestanding fabric structures for the stage of their client's event. Their design consisted of multiple swirling walls which mimicked the client's logo. The end client loved the design so much that they adjusted their budget in other ways to make room for these pieces to be included for their event.

The stage consisted of six curved walls in three sizes. The fabric sculptures were made in white fabric and lit with changing colors and textures. Each of these walls were framed with aluminum tubing to form their elegantly spiraling shapes.

Cost effectiveness was achieved by reducing the number of different sizes to three. Having mirrored pieces in each size allows for multiple configurations. The white fabric accepts projection very well and allows for images and lighting effects to bathe the pieces in infinite creative ways. Careful craftsmanship was required in skillfully bending the aluminum frame and patterning the fabric in tight curves to form the swirling shapes.

These pieces have been added to Vista's rental inventory, and are already scheduled for further events.

visit Vista Productions

vista Swirls on stage
Design: Vista Productions  Photos: Vista Productions  

anchor6WHO CAN YOU CONTACT TO LEARN MORE?
 
in the US:
    Jamie Basile, Account Manager
    jbasile@transformit.com

    Bob Crosby, Creative Director
    rcrosby@transformit.com

    Carissa Parent, Account Manager
    cparent@transformit.com

in Spain, Portugal and Italy:  (Espa�ol, Italiano)
    Matias Gravenhorst, Magrada Proyectos
    matias@magrada.com

in Germany:  (Deutsch)
    Jamieson Brookes, European Account Manager
    jbrookes@transformit.com

elsewhere:
    Evan Mills, International Director
    emills@transformit.com