Brazil. Citibank's flagship branch in São Paulo, Nova Faria Lima, installed 19 Christie GS series laser phosphor projectors generating a permanent projection of 250 square meters on its glazed façade, becoming the largest backprojected mapping facility in Latin America.
The installation was carried out by Founders, a Brazilian company part of the JChebly group, focused on innovation for its customers and offering digital marketing, digital experiences, solutions and visual content.
The impressive office, located in the influential and iconic area of Avenida Faria Lima in São Paulo, is one of Citibank's most advanced and innovative customer service branches worldwide. To celebrate the bank's first centenary in Brazil, Founders was entrusted with the mission of transforming the branch into a digital emblem in the heart of the city.
São Paulo, one of the world's largest cities, banned billboards in 2007 to fight what it saw as a growing problem of visual pollution. Consequently, Citibank, Founders and Christie proposed an innovative project to generate a new advertising poster concept with the approval of the Clean City Act, becoming the only advertising poster in the city.
Leonardo Chebly, CEO of Founders, referring to the installation, said: "When we were entrusted with the task of transforming the branch into a digital emblem, we analysed the architectural design of the office and developed specific solutions that used the front and side of the glazed façade to create a digital advertising poster."
He added that: "Considering the magnitude of the project, we needed to have the best collaborators to carry out the installation, focusing on quality and safety. That is why we chose Christie, as he has more than 80 years of experience in film projection and 25 in the development of digital projection, as well as recognized quality standards."
The installation was the result of solid teamwork, which included several technicians from Founders and Christie, including André Nuvens Ingnez and Daniel Monteiro Pereira, Channel Sales Manager and Sales Manager Business Products respectively from Christie Brasil.
The 19 Christie DWX555-GS laser phosphor projectors with 1DLP® technology were installed on the office façade in a rear-projection assembly, generating an impressive mapping of 100,000 lumens on the front and side of the glazed façade of the office covering an area of 250 square meters. The 24/7 screening is a permanent source of information, entertainment and culture, inviting artists, poets and media designers to create unique digital content in which they showcase their views, opinions and love for São Paulo. In this way, it is a powerful platform that connects the city and its citizens.
We needed very powerful projectors to deliver the best image quality, which is why Christie's DWX555-GS projectors were perfect, Chebly explained. With laser phosphor illumination and equipped with 1280 x 800 WXGA resolution, Christie's DWX555-GS projectors eliminate the need for lamp and filter replacements, providing 5,400 ANSI lumens and 20,000 hours of low-cost operation with a small footprint, low weight, silent operation and a complete set of lenses.
Clayton Brito, Christie Country Manager for Brazil, commented: "We are delighted that our GS Series laser phosphor projectors were selected for use at Citibank's flagship branch in São Paulo, with Founders, our valued partners. Christie is well positioned to deliver high-quality, reliable lampless projectors, which feature long-lasting brightness, accurate color reproduction, image quality and 24/7 reliability."
Chebly concluded: "We are delighted with this project that has become a unique attraction in São Paulo, with our collaboration with Christie being a key point. Christie's team was present from the time of pre-installation until the installation was complete, to ensure that the integrity of the project was a success."
