RAI Amsterdam is the stage for the trade exhibition Integrated Systems Europe (ISE) this week. Some 80,000 AV and multimedia professionals from around the world are expected in the Dutch capital from Tuesday 6 to Friday 9 February. Over the years, ISE has grown into the RAI’s largest business-to-business event and the world’s most visited AV exhibition. For several weeks leading up to ISE, Amsterdam’s skyline has been lit up by a competition in new projection mapping. On the initiative of the RAI, ISE and the Amsterdam Light Festival, five international video artists have projected their displays on the EYE Filmmuseum. The winner will be announced in the RAI during the last day of ISE 2018.
A hub for business in the city
Amsterdam’s deputy mayor Udo Kock was present at the opening of the exhibition on Tuesday morning. “Amsterdam has been a magnet for scientists, entrepreneurs and investors for years. The city welcoming the 13th edition of ISE is an illustration of this appeal. This week everyone will be able to see how the latest technologies – already presented at previous ISE editions – are now being applied in Amsterdam. And the exhibition will have an impact on the city that goes far beyond the four days during which it is officially held. The aim will be to help visitors connect with start-ups, established companies and research institutes in Amsterdam. A good example of a relevant initiative is the Dutch VR Days, which are also being organised this week,” said the deputy mayor in his speech.
Video art at EYE
A unique project linked to ISE is the World Masters of Projection Mapping. Since mid-January this event has given thousands of Amsterdammers and tourists the chance to enjoy art projections on the facade of EYE Filmmuseum. A special challenge for the artists was to create projection mapping that suits the EYE’s distinctive three-dimensional facade, which includes surfaces visible from several angles.
Textbook example of making connections
“The RAI brings together people, ideas and visions,” underlines RAI Amsterdam COO Maurits van der Sluis. “By linking our network to ISE, the city and the Amsterdam Light Festival, we developed an initiative with genuine impact outside the venue and before the actual exhibition began. The World Masters of Projection Mapping has also led to new partnerships, making it a textbook example of how to make connections.”
A rousing success
Mike Blackman, Managing Director of Integrated Systems Events, agrees. “Although we have had a relationship with the city of Amsterdam since 2005, most of our activities were focused on and situated around the RAI. The new World Masters of Projection Mapping presentation held during the Amsterdam Light Festival is a showcase of the world’s best creative, technical and production projects. Moreover, we are proud that the event is so highly appreciated by exhibitors and visitors to ISE 2018.”
“We are also pleased to see that the award ceremony will take place on the final day of the exhibition,” Blackman continues. “Working on this new adventure with the RAI and the Amsterdam Light Festival has been a real pleasure. Both organisations are highly proficient in organising events in Amsterdam and we have enjoyed joining forces to make the World Masters or Projection Mapping such a success.”
Free to admire until 9 February
The five nominees for the World Masters of Projection Mapping competition will be projected on the EYE Filmmuseum every day from 07:00 to 08:30 and from 18:00 to 23:00. These free displays are especially good to view from the ferries between Central Station and Amsterdam Noord, the waterfront behind the station and from the A’DAM Tower.