Abraxus by MK Illumination, also present at the Christmasworld Trade Fair in Frankfurt, attracted attention in a successful demonstration of the potential of creating stunning 3-D effects with an iBall installation that took the shape of a 4-meter cube.The cube, which was comprised of 512 individually DMX-controlled polycarbonate spheres in a mix of 120mm to 200mm in diameter, was divided into 64 ‘drops’. Each of these ‘drops’ came with eight LED units that were controlled by Madrix sound-to-light software.
The display drew constant and enthusiastic interest from visitors at the fair who clearly enjoyed seeing how myriad dynamic lighting effects could be successfully employed in contemporary Christmas designs. A process of easy synchronization with music allowed visitors to interact with the display in many different ways.
When it comes to new interpretations of our MK Illumination classics, our motto is to always come up with innovations that are both positive and surprising. Our Christmas reindeer, for example, is one of those very popular motifs that we always present in inspiring new designs. The imagination of those in charge of our creative process knows no bounds, and that is why we were already able to present the very impressive and entirely new Christmas reindeer at Christmasworld 2017.
The Crystalline Deer is a fascinating object because of the dynamic it creates through its reflective golden mirror casing, which creates a fabulous crystalline surface. This powerful, mystical Christmas animal is transformed into a beguiling attraction in any decoration or staged creative lighting display through the use of extremely modern faceting on the body, and the energy of its implied movement. The Crystalline Deer is available in a range of different versions. Each example, however, is created as a single independent unit, and with the utmost care in our own MK Illumination manufacturing plants. Above all, each animal we produce always radiates the joy we feel in its creation.
When it comes to creating that all-important “WOW’ factor, MK Illumination was right on point with its spectacular 31-metre Christmas Tree made for the McArthur Glen Designer Outlet in Noventa di Piave, Italy. Not only 31-metres high but also 12 meters in diameter, the tree came with no less than 125,000 points of light and was decorated with 3,800 giant red Christmas Balls. The result: a spectacular attraction for the outlet and an instant draw.
The giant tree created a perfect photo opportunity and was an immediate social media hit. Images of the tree were shared countless times and resulted in thousands of unique and happy ‘Christmas Tree’ moments. The project proved to be an excellent example of how a spectacular Christmas motif can act as a magnet for shoppers and is appealing to all those who love to revel in a real Christmas atmosphere.
MK Illumination went to the annual Christmasworld fair at Frankfurt, ready to put customers on the express train to trend-setting, creative decoration, and lighting, with its unique display of what is new and exciting.
We were happy to welcome guests from all over the world. This year’s presentation drew on the theme of a Victorian-era railway station with the MK EXPRESS taking visitors on a ‘journey’ into the future, to experience what will decorate and express the joy of the festive season.
Once again, the company’s annual party with great music and dancing was a highlight of the fair. The party also gave those present a chance to exchange views on MK Illumination’s latest products and concepts. The verdict? MK staff and management at Christmasworld were delighted to report very positive feedback on the MK Express experience, and also on the colourful illumination at the company’s second stand, “Abraxus by MK Illumination”, inspired and created by its British designers.
Experience more in our MK Express.
We have created an especially spectacular “Central Station” for Christmasworld 2017, the world’s biggest Christmas market in Frankfurt am Main, and in doing so has set new standards in the industry. A visit to the MK display area gives you a first-hand experience of how a fictional world of experiences – “Virtual Light Reality” – functions in a glittering new dimension.
Focusing on the theme of “A Journey in Time,” MK Illumination has created a tangible homage to the pioneering spirit and the passion for ongoing research, invention, and experimentation, set over an area of 400 square meters.
The setting for this year’s fair was the recreation of an original railway station from the glorious Victorian era of the 19th century. The MK “Central Station” is an elaborately constructed train station as a timeless expression of a place to meet, to depart, and as a homecoming. It demonstrates the benefits of contemporary marketing, right down to the finest detail. This fictional and interactive world of experiences is expressed as a creative, artistic method of storytelling.
The aim of this personal experience approach is to engage in a dialogue with visitors at an emotional level, and to offer them the possibility to go on the journey to see what they discover. In other words, they are invited to interact. Such a personal contact guarantees a lingering memory and ensures long-term customer loyalty.
“Central Station” invites customers to go on the journey and when they interact, it allows MK Illumination to demonstrate how highly authentic experience marketing works at an emotional level. MK Illumination’s core business remains rooted in festive lighting decoration, and the development and production of a broad range of continuously expanding, inspiring lighting productions and decorative elements. The MK spotlight, therefore, remains firmly focused on the element of emotional surprise – in other words, the direct way to the heart of the visitor.