Manchester’s iconic Printworks, once the hub of the newspaper printing industry in the North, this morning unveiled its new, 1000m² digital ceiling/screen – the largest in Europe – the final part of its five-year, £21m transformation.
The transformation has been spearheaded by owners DTZ Investors alongside a creative team of architects, brand and destination specialists and artists who have helped create what DTZ describes as “a first and a showcase for creative talent in Manchester.”
Nine actors, eight dancers, six dogs, four rabbits, three snakes, three swimmers, two tarantulas, one baby and one Coronation Street star were filmed for over 250 hours to create the content for the giant LED canopy, which covers three internal streets and a central courtyard, over the course of 12 months. Lancashire big screen manufacturer and content specialist ADI and Manchester animation and FX studio Flipbook took the creative lead.
Manchester mass gaming specialist Piing – previously seen at Ajax’s Johan Cruyff Arena and the Tampa Bay Rowdies, among others – has installed gaming screen technology which will allow visitors to compete with each other in multi-player gaming experiences, while Ocean Outdoor is handling branding and bespoke content for the huge new screen – the launch partner is Universal, with a trailer for the DreamWorks action comedy franchise Kung Fu Panda 4 which releases on March 28.
The Printworks promises visitors “an immersive, interactive digital space with state-of-the-art digital screens flooding the central, public walkways with colour and sound,” but if you don’t want to take their word for it it’s completely free to find out for yourself when the refurbished venue reopens to the public as normal from Thursday evening.
Further improvements include a giant 210m sq piece of public art by Alex Sylt, which was chosen by the people of Manchester in a public vote, as well as a panel of expert judges including Norman Cook (Fatboy Slim/Pizzaman/Mighty Dubkatz/Beats International/Freak Power/4th Best Bassist in Hull).
The venue has also undergone a complete refurbishment externally and internally, including spectacular entrance gateways, while the existing Vue Cinemas has invested £6M improving its guest experience by installing luxury recliner seating and 20 newly refurbished screens at the UK’s largest cinema complex outside of London.
