Biz-Community (Cape Town)

South Africa: Firewater Light Helps to Reveal the New Mini Roadster

The 17th annual Design Indaba Conference in Cape Town came to a close this past Friday, March 2, and Firewater Light together with Black River FC closed the event off in style. In what was known as the 'Mystery Performance', the two companies took the stage with international act iLuminate, of America's Got Talent fame, to unveil the new Mini Roadster.

The car was revealed using a range of unique lighting technologies, designed to highlight the vibrant feel of the Roadster, whose tagline reads: "Another Night. Another Adventure".

Firewater Light was approached by advertising agency Black River FC to apply LyTec electroluminescent wire (el-wire) to the large 14x4 metre billboard, which shows off a side view of the car's design. The wire, which has flashing capabilities, was also used to create a sense of open/close motion in the car's soft top roof, and took two full days to apply.

The big reveal was all brought together with dance sensation iLuminate, who opened with an energetic routine to LMFAO's Party Rock Anthem that got the audience of 1,300 going. iLuminate, who finished third in the popular American television series last year, are famous for using wireless EL8 and LED lighting to create colourful costumes that are co-ordinated with music. Using real-time control mediums and a pitch dark area, the dance team are able to create a number of supernatural effects.

"This was an incredible opportunity to work with a world-class dance group, and more so one who loves light as much as we do!" said Alon Berman, managing member of Firewater Light.

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