2021: Reflecting on a Crazy Year!

2021… Whilst it may have been a year that many want to forget, it’s certainly one we’ll remember here at ADI.

With the world not quite back to normal and the threat of another lockdown never too far away, it was a challenging time in all of the industries we work in.  But adversity brought out the very best from so many of our customers who pulled out all the stops to make sure the “show must go on”, often in pretty challenging and restrictive circumstances.

Throughout the year, ADI teams teams supported and helped enable our clients to put on live events, reach and engage audiences in innovative new ways, and create unforgettable experiences for their customers. From city centre marathons to motorsport in the desert; climate change conferences to drive-in theatres; The Emirates to The Fully Charged New Lawn – we’ve provided solutions for all sorts of events and venues across the globe.

We’ve got some amazing projects to look forward to in 2022 (watch this space!), but for now let’s look back at some of the many great events and installations we are proud to have been a part of in 2021.


At the start of the year, we were settling in with the Wolves v Everton match and showing off some of our dynamic double-row digiBOARD. We were delivering the finest in drive in entertainment with Billionaire Boy Live from our friends at Car Park Party.  And it was wonderful to see the Drive & Live Opera that we’d helped to deliver for ENO pick up a Great British Brand Award.


In February, we celebrated the opening of the 7th season of Formula E in Diriyah – their first night race helped our screens and content looked even more awesome! We got our cycling shorts on and were back supporting the Amaury Sport Organisation to deliver Paris-Nice 2021. And our award- winning Virtual hybrid digiBOARD was on form and tailoring brand activations for international audiences during the Borussia Dortmund and Hertha Berlin match!


This month we shared our thoughts with FC Business on how stadium tech is helping make matchdays safer for fans withiin and beyond the pandemic. We celebrated 15 years of working with The Grand National and looked back at the solutions we have provided for the legendary event. And our Live Team found themselves in the middle of a Saudi Arabian desert as they provided a dynamic, interactive set for the Command Centre at the inaugural round of Extreme E.


In April our iCONIC range was out in force, with the Alfresco Theatre making use of an iCONIC 100 for their drive-in events, The QuantBet Corporate event showed off an iCONIC 25 screen alongside a fighter jet! and iCONIC 40C’s helped deliver the action at La Fleche Wallone & Liege Bastognel cycling events. The range and adaptability of our iCONIC line allows us to provide the perfect screen for any event. 


May was a big month as we were able to share the amazing digital upgrade we’re working on for Burnley FC – we’re installing a world-class digital platform across Turf Moor Stadium. Elsewhere, one of our super-wide iCONIC 120 screens helped display all the athletic action at the opening meeting of the Diamond League in Gateshead. Meanwhile, across the other side of the world, our Live Team had travelled to a remote beach in Senegal for the latest round of Extreme E.


June saw us celebrating our 30th year with a stylish new website, allowing us to better showcase our great services and work to our clients. Our production team was making some amazing content for the Boss Emotion Club at the Formula E in Mexico. And last but certainly not least, we soaked up all the sun and wonderful racing at Royal Ascot, helping to deliver the action over the top hats with our industry leading screens. 


We were at the legendary Goodwood estate for the Qatar Goodwood Festival, providing over 120 linear metres of digiBOARD down the final furlong. We also broke records at Silverstone, suppling a huge end to end solution including 49 screens, for the British GP Formula 1 event. And we made a world first in sustainable digital signage over at Forest Green Rovers’ New Lawn stadium, helping the greenest club in the world to stay green while delivering amazing fan engagement.


In August, we ended the Formula E season in Berlin, where we supplied another spectacular digital podium alongside a host of additional services. We were once again awed by the natural beauty at the world’s northernmost bike race and helped set the atmosphere with our gorgeous LED screens. And one of our i25’s helped make over 2000 people laugh at Jimmy Carr’s Terribly Funny Tour event at Carrow Road Stadium.


This month we looked behind the scenes of some great content we made at Sixways Stadium for Worcester Warriors. We were also at the Goodwood Revival Festival, our screens adding a taste of the future to the classic event. And off wheels, we’ve been a delivery partner of the Great North Run for 20 years, we shared how this year we provided more services than ever before. 


Our iFLY 25 was rocking the red carpet at this year’s Pride Of Britain Awards, delivering dynamic visuals above the glamorous guests. We had an amazing week supporting all the racing action from Extreme E’s command centre in beautiful Sardinia. And in our capital, an iCONIC 40 helped display the celebrations of Diwali over in Trafalgar Square, our film crew were also there live streaming the festivities for over 6 hours.


Across November we showed how large display screens are attainable for any size club with our installation at Mansfield Town FC, whilst one of our modular LED screens provided an amazing backdrop to some powerful videos featuring a host of sports stars for Hope United. And as world leaders descended on Glasgow for COP26, we were involved in a number of events promoting climate change, including this powerful “Flare (Ocean1a)” from John Gerrard showing the dangers of climate change on the Island of Tonga


As the year came to an end, we supported the close of another great Extreme E season on our home ground of Dorset. We reflected on climate change and showed a selection of the ways ADI are helping to move towards sustainability. And last but not least, we shared some touching content we made for the United As One Awards, the videos have already generated amazing exposure for the Newcastle United Foundation. 

This is just a slice of the amazing work we have done over 2021. Get in touch and find out what digital display solutions we can offer your event by contacting us here