Progress can be terrifying
A look at the issues shaping our industry
Thursday, 18 Jan 2018 13:53 GMT
The pace of human development and technological achievement amazes me and scares me in equal measure. Indeed, just the other day I watched a documentary by daredevil explorer and motorsports professional Guy Martin about driverless cars and robotics that was simply astounding. Yet at the same time the implications of these advances are somewhat terrifying.
Our own industry of sign-making and visual communications is no different. The recent upgrade to the massive digital billboards at London’s Piccadilly Circus by Daktronics is a good example. Its definition is what is described as ‘greater than-4K’ (5,490 x 2,160 pixels) at an impressive 8mm LED pixel pitch. As such it is the largest screen of its kind in Europe at 17.56 x 44.62m (57.61 x 146.39’).
Its launch campaign was for #piccadillyon, which was devised by Engage Works for Landsec, with the intention of creating a community spirit ahead of the launch, whilst raising money and ‘bringing colour to life’ in aid of Barnardo’s—the UK’s largest children’s charity.
While progress is inevitable, I feel ensuring our craft and mechanical skills remain a tradition handed down from one generation to the next is vital to retain our fundamental humanness”
The Piccadilly Lights were switched off in January 2017 and remained dark for the longest period since the Second World War. Its former patchwork of screens are now united by this megalith that can be split into six full motion separate segments that can stream live content. It puts the UK right at the pinnacle of digital signage technology adoption, and is a vast leap from the once hand painted illuminated boards that once bestrode this iconic location.
Martin’s conclusion to his documentary is that this incredible level of digital automation and technological achievement is going to spread through society much quicker than we think. But, while progress is inevitable, I feel ensuring our craft and mechanical skills remain a tradition handed down from one generation to the next is vital to retain our fundamental humanness.
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