A large crowd gathers for an outdoor event in front of a building wrapped in a giant projection of a gift box with a red ribbon, while a singer performs on stage below. Battle Royal Studios

Madsack – 125 Years

For its 125th anniversary, MADSACK Mediengruppe wanted to go big, and Battle Royal Studios delivered. An open air festival attracting 50,000 visitors, Battle Royal Studios created a celebratory major production, filled with pop stars and stunning video technology.

A large crowd gathers at an outdoor event, with bright purple lights and a massive projection of a unicorn on a tall building. Battle Royal Studios

A spectacular celebration

MADSACK invited the city of Hannover to join them in celebrating their anniversary with an open-air festival and spectacular show event. 50,000 visitors gathered in the heart of the city for an evening of live performance, music, and entertainment.

Giant LED screen displaying vibrant colors and abstract visuals during a live performance with a rapper in a red shirt on stage. The event is celebrating "125 Jahre Madsack Mediengruppe." Battle Royal Studios
Massive LED screen displaying a large pixelated red heart with white and pink accents during a live event. Performers stand on stage below, celebrating "125 Jahre Madsack Mediengruppe." BattleRoyalStudios

Hosted by Barbara Schöneberger, the stage program featured musical performances by Mousse T & Band, Lukas Rieger, Spax, Michael Schulte, Sarah Lombardi, Lions Head, and Sasha.

For the grand finale of the night, Battle Royal Studios developed an innovative show experience combining live performance with advanced mapping and video design.

Projection mapping on a tall building during a large outdoor event, with a crowd gathered below. Battle Royal Studios
Light show and projection on building for Madsack's 125th anniversary celebration, with fireworks and large crowd. Battle Royal Studios
A large outdoor stage with a performer singing in front of a massive, illuminated screen. The screen displays vibrant blue and purple visuals that extend high into the sky, creating a dramatic backdrop for the performance. The event is part of the "125 Jahre Madsack" celebration. Battle Royal Studios

The team turned the facade of MADSACK’s Anzeiger Hochhaus into both a vertical stage and multimedia installation, towering 50 metres above the crowd.

The landmark building became a large-scale canvas, integrating vertical dancers, live opera, musicians, and performers into the projection as a part of Battle Royal Studios’ immersive design and story-telling format.

Projection mapping for Madsack's 125th anniversary, featuring a 3D visual effect and a live performance. Battle Royal Studios
Stage performance with 3D projection mapping for Madsack's 125th anniversary celebration. Battle Royal Studios

Stunning imagery and powerful music combined with historical facts from MADSACK Mediengruppe wow’d the audience. From the founding of the Hannoverscher Anzeiger by August Madsack to the modern era of digitalisation, the story was brought to life by unique, detailed interactions between the performers and the projected video content – all enabled by innovative infrared tracking technology.

The live show was brought to a close by German pop-stars Glasperlenspiel with real-time scanning technology which transformed the stars into 50 meter high particle avatars.

Large crowd gathered in a city square at night, watching a dynamic projection on a tall building during a public event or festival. Battle Royal Studios

This new IR tracking system was developed with the support of Steve Jackson, Green Hippo (UK), and tenfeet (NL). Green Hippo’s latest, high-performance media servers processes rich video data, so the movements of the vertical dancers could be tracked in real-time. The use of IR tracking on the 50 x 30 metre facade of the Anzeiger Hochhaus marked an industry first in Germany.

The video content was developed by Battle Royal Studios in collaboration with Maxin10sity.Battle Royal Studios was proud to partner with festfabrik and VenCo to make this spectacular event a reality.

Large crowd gathered in a city square at night, watching a dynamic projection on a tall building during a public event or festival. Battle Royal Studios
A performer walking on a large map projection with the word "Deutschland" prominently displayed, highlighting Germany with a red line marking the border. Battle Royal Studios

Credits

  • Client

    Verlagsgesellschaft Madsack GmbH & Co. KG

  • Concept, Creative Direction & Production – Battle Royal Studios

    Brendan Shelper -Event Director
    Festfabrik – Local Event Services
    VenCo AG – Technical Planning
    Maxin10city – Support Video Content
    Green Hippo – Technical Services
    Steve Jackson – Stage Sound Services, AV Technical Design
    Denis We – Choreography
    Deimos Virgillito – Sound Design
    Glasperlenspiel – Highlight Performance
    Barbara Schöneberger – Host

  • Video Design – Battle Royal Studios

    Duncan McDade- Lead motion designer
    Daniel Rossa- Motion designer
    Maxin10city- Opening sequence

  • Images

    by Paul Gärtner

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