For the 2022 edition of the world’s most famous tour – Tour de France – we conceptualised and built innovative LED display solutions for our long-standing client Amaury Sport Organisation (ASO), which included a unique Grand Départ.
We have been supporting ASO on the Tour De France since 2018 as their official technical event provider. For 2022, our involvement reached new levels, with ASO wanting to completely revamp the fan experience, brand activation and technical event production at the biggest cycling event in the calendar.
Read the case study below to discover how our multi-disciplinary team turned concept into reality.
The Brief
ASO tasked us with conceptualising two innovative solutions and bringing them to life. From initial ideas and discussions with the client, detailed briefs and requirements were defined for a new Départ Ramp and mobile Stage Screen unit.
A key part of the process – and of huge value to our clients – is our ability to design engineer and visualise bespoke solutions. Our technical, commercial, and creative teams collaborated in the projects, producing 3D video renders that helped to shape and evolve the concepts, before manufacture and production processes could begin.
The Delivery
We worked with ASO to design a brand-new start ramp to create increased impact for Le Grand Départ, with an improved athlete entrance and brand activation platform. The cutting-edge ramp solution was larger than previous iterations, with the architectural-style temporary structure featuring ramps front and back to suit its functional requirements. The new design offered ample canvases for Le Tour branding and the front camera-facing side was clad in high-resolution 3mm modular LED product, with more digital signage integration than ever before. Another key function was to activate headline partners in front of international broadcast audiences, which global partners Tissot and City of Copenhagen benefited from with branded video and motion graphics prominently displayed.
The mobile stage screen was custom-built by ADI’s in-house technical tram to enable an easy deployment in the fan parks at each stage finish. It featured a 20sqm LED display and 29sqm stage, both of which were integrated within a secure container-style unit. This meant that the client didn’t need to worry about procuring and transporting these elements separately, bringing enhanced simplicity to their touring production. The build and de-rig of the stage screen was also quick, which was hugely beneficial on a busy event site that travels across so many locations.
Working across all of the hardware, a skilled and agile team of 12 ADI staff assisted with video distribution, connectivity and content play-out; seamlessly working alongside the client and other event delivery partners in the tight logistical schedule of the world’s most famous tour.
Beyond the new LED assets, the 22-day Le Tour utilised some of ADI’s most unique mobile LED screens, including the dual-sided iCONIC 15 in the Fan Village, the iCONIC 40C for continuous live race coverage, and a collection of seven additional iCONIC screens for the Finale on the Champs Élysées in Paris.
What was Said
“We were excited to work with ASO in developing new LED assets that were front and centre of Le Tour. As an established client, ASO can utilise the in-house skills and resource we have for developing completely customised, innovative products, and enjoy the added benefit that our team will also manufacture, deliver and deploy these solutions for them successfully across their event.”
