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BRC taps digital media pioneer Mindi Lipschultz for world expo pavilion

Related story: Electrosonic designed AV and control systems for Information & Communications pavilion

View InPark Magazine’s special issue on Shanghai Expo 2010.

Raising the bar for mobile media production

Emmy winning digital media pioneer Mindi Lipschultz was engaged by BRC Imagination Arts to direct and produce some 80 animated and interactive media segments for the Information & Communications Pavilion presented by China Mobile and China Telecom at Expo 2010 Shanghai.

BRC was creator, designer and executive producer of the pavilion. The Shanghai Expo, which opened May 1 and will run through October 31, is the largest world’s fair ever raised, with a projected total attendance of 70 million visitors. The theme of the expo is “Better City, Better Life.”

A multi-dimensional guest experience
and vision of future communications technology

Engaging visitors on multiple levels as they pass through the five experiences of the 6,000 square meter pavilion, the client’s vision of future communications technology unfolds simultaneously on large theatrical and high-definition video screens and via custom server- and RFID-triggered interactive handheld devices. Sequences and images on the special mobile devices correspond with the action on the big screens and prompt visitors to make selections, building their own custom web pages via which they may continue the experience offsite.

“It was a great pleasure to help fulfill BRC’s brilliant design concept for the pavilion,” says Lipschultz, “and it was incredible to collaborate with the legendary Bob Rogers and Christian Lachel, BRC’s VP and Creative Director on the project.”

“Mindi was the perfect fit to lead the interactive media team,” says Christian Lachel. Full story here. More images here. Mindi’s blog here.

Photos: 1. Mindi Lipschultz, independent media producer.
2. © BRC Imagination Arts, Inc.
Visitors to the Information & Communications Pavilion at Shanghai Expo 2010 use custom handheld ICT devices to make selections for creating personal media and interact with the content on the big screens in the theaters.

Judith Rubin
Judith Rubin
Judith Rubin ([email protected]) is a leading journalist, publicist, strategist, blogger, content marketing specialist and connector in the international attractions industry. She excels at writing about all aspects of design and technical design, production and project management. Areas of special interest include AV integration and show control, lighting design and acoustics, specialty cinema, digital video and world’s fairs. Judith has ties to numerous industry organizations. From 2005-2020 she ran communications, publications and social media for the Themed Entertainment Association (TEA). In 2013, she was honored with the TEA Service Award. She was development director of IMERSA, and co-chair of the 2014 IMERSA Summit. She was publicist for the Large Format Cinema Association in the 1990s, now part of the Giant Screen Cinema Association (GSCA) and has also contributed to the publications of PLASA, IAAPA and the International Planetarium Society. Already making her mark as a magazine and book editor, Judith joined World’s Fair magazine in 1987, which introduced her to the attractions industry. Launching as a freelancer in the mid 1990s she has contributed to dozens of publications and media outlets including Funworld, Lighting&Sound America, Sound & Communications, Urban Land, The Raconteur and The Planetarian. She joined InPark in 2010. Judith earned a Bachelor of Fine Arts from Pratt Institute. She has lived in New York City and the San Francisco Bay Area, and now makes her home in Saint Louis, where she is active in the local arts and theater community.

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