The event promised demo’s from partners like Broncolor, Hasselblad, and Scheimpflug, offering attendee’s the unique opportunity to test new offerings from their extensive and impressive line of equipment. While they certainly delivered on this front, the studio staff managed to go beyond the traditional product demo, instead creating a visceral and truly memorable experience.
Immediately upon entering, guests were transported to another world as they made their way through the strategically lit haze. A striking beam of light, referential to that of an alien space craft, was created using one of Scheimpflug’s genuinely impressive 1600 watt Joleko lights. The center of the space was occupied by an ominous and transfixing alien landscape set. Models wearing designs from New York designers, including Renee Masoomian and Sex Pixels, posed for photographers experimenting with Hasselblad’s powerhouse X1D Camera.