At Europalco, we are constantly engaged in research and development of new solutions. We strive to set trends and stay one step ahead of our competition with unique products and services. Our teams are continuously trained to maintain the highest level of expertise. We also work closely with several manufacturers to support the development of our solutions. We systematically listen to our clients, considering their feedback and ideas. Year after year, we invest significantly in acquiring the best equipment to provide our clients with unique, tailored solutions for their events. We also visit the major European technology trade shows to keep abreast of the latest developments from manufacturers and see what’s coming up.
Our clients increasingly seek immersive solutions for their events. When we talk about immersion, it’s not just about 360° projections; audio also plays a fundamental role, along with other elements. Our mission is to develop unique solutions for each client, ensuring that every event is one-of-a-kind. Over the years, we have consistently achieved these goals by creating distinct solutions tailored to each event. In recent times, new holographic solutions have emerged for events. While small-scale holographic experiences are well-received by clients, large-scale events present a different challenge. Existing systems often fail to captivate clients because they require significant rethinking of the event’s scenic design, sometimes compromising the overall set design. In recent years, we have successfully integrated holograms into several events. With this experience and knowledge, we continue to seek out innovative solutions to meet our clients’ evolving needs.
When incorporating AR into events, it’s essential to proceed with caution, much like with 3D projection technology. AR should be used selectively and not forced into the event. It can effectively capture participants’ attention in specific moments, such as when presenting a product that needs to be showcased in detail. AR allows us to highlight those details vividly.
However, it’s crucial to use the technology sparingly and thoughtfully to avoid overuse. Our experience with AR was particularly strong during the pandemic period, and our teams are well-equipped to leverage this technology effectively. In the music and events industry, we often don’t have the same budgets for product development as other industries. Therefore, we frequently look to other industries for solutions that can be adapted for events, such as robots and AI. At Europalco, we actively seek alternative solutions from various fields, and we’ve invested in robots, which we now offer to our clients. However, investing in the product alone is not enough. We must also train our staff and develop the ability to envision how robots can be used creatively to offer unique experiences to our clients.
So far, we have used our robots to hold and move LED and LCD screens in the stage, creating a ‘wow’ effect amongst audiences. However, they can also be used to produce props and deliver captivating mobile and static stage designs. Their flexibility is fascinating, and the range of applications is limitless.
Regarding AI, we cannot afford to ignore this technology. It is essential to start considering its applicability in events. At Europalco, we have dedicated teams and allocated budgets for AI development, ensuring that we remain at the forefront of innovation in the events industry. By integrating advanced technologies and continually seeking new solutions, we aim to provide our clients with cutting-edge experiences that set their events apart.
Words: Pedro Magalhães
