HOLOPLOT puts Polestar in the fast lane at Auto Shanghai 2023

In collaboration with Creative Technology UK and Nordic, HOLOPLOT’s flagship X1 Matrix Array took centre stage at Auto Shanghai – Shanghai International Automobile Industry Exhibition 2023, changing the way audiences experienced the launch of Polestar, the Swedish electric performance car brand’s new model, the Polestar 4 electric SUV coupé.

By harnessing the power of 3D Audio-Beamforming and Wave Field Synthesis, HOLOPLOT created a multi-zone audio show, with show visitors treated to a keynote presentation from Polestar’s CEO, ingeniously delivered via two dedicated listening zones, one for English, one for Mandarin Chinese X1 also played a role in creating a audio experience throughout the show.

The HOLOPLOT team worked closely with Polestar and CT UK and Nordic to create a system design that would fulfil the client’s ambitious requirements: to achieve live simultaneous translation between English and Mandarin Chinese, a feat never before accomplished without the use of headphones or any other aid other than the audio emanating directly from the sound system.

As a Swedish brand, Polestar wanted to maintain a clean and minimalist design, so consideration was given to the loudspeaker placement within the space, ensuring the technical infrastructure remained discreet by hiding as much of the technology as possible from view.

The oval-shaped space where the launch took place was divided into multiple areas. The new Polestar 4 was positioned on a central stage, surrounded by a field of red tulips, while the audience stood around the periphery of the display. At the rear was a giant LED screen, displaying videos and images of Polestar’s new product addition.

As the company’s CEO, Thomas Ingenlath, and Maximillian Missoni, Head of Design at Polestar, took to the stage to deliver their speeches in English, thanks to the clever technology behind HOLOPLOT’s innovative X1 Matrix Array, attendees could choose to follow the live presentation in either English or a translation in Mandarin Chinese.

The system configuration comprised a main X1 array positioned above the LED screen, covering the area closest to it. Two pairs of X1 suspended at the left and right corners were utilised to project sound towards the opposite audience zones. This involved configuring the stage as a rejection zone, ensuring the cabinets on the left side would reach the audience on the far right of the room while avoiding the middle area. The same principle was applied to the other two cabinets on the right side and allowed the presenters on stage to deliver their speeches in a much more natural way.

X1’s sound control ability ensured minimal spill onto the busy trade show floor. “We were able to contain the audio on the booth within a strict zone, achieving a significant roll off of about two metres from the aisle, adhering to strict sound level guidelines,” commented HOLOPLOT Head of Sales Ryan Penny.

“Polestar is a new car manufacturer that’s forward-looking and focussed on the personal experience of its customers,” added Lee Dennison, Head of Client Services at Creative Technology UK. “They wanted to be able to really touch people with the launch and make it inclusive, ensuring everyone got the same experience and felt part of the activation. Just as Polestar pushes boundaries in innovation, they wanted to work with fellow innovators that could solve this challenge for them by providing a single system that could deliver layers of audio, including multiple languages and immersive audio environments. The only way of accomplishing that was with Holoplot.”

Homogeneous coverage for background music was also an integral part of the HOLOPLOT design. This was a feature of the remainder of the 10-day show, with the booth featuring a dedicated four-zone audio experience, with two squares positioned on the floor on the left side of the stand, delivering information about the new car’s technical specifications in both English and Mandarin Chinese. Each listening spot measured just one square meter and precise energy dispersion minimised spill to the rest of the stand.

“The client developed a deep understanding of the importance of audio and its significance as an integral part of an event of such magnitude,” concluded Penny. “Polestar appreciated the seamless listening experience without the need for wearables. With the success of the Polestar 4 launch and a world-first live simultaneous translation, and the multi-zone audio experience HOLOPLOT X1 delivered throughout the show, what was accomplished has truly opened up new possibilities and a natural way of engaging people in events.”