Illuminating Innovations” takes readers on a captivating journey through ATL Lighting and Effects’ evolution in the entertainment lighting industry. From the booming era of 1998-2008 in New Zealand to challenges faced during economic downturns, the narrative unfolds with pivotal moments such as supplying lighting for Dancing with the Stars.

Returning to Christchurch in 2014, the focus shifts to visual technologies, global collaborations with Walt Disney Imagineering, and ground-breaking projects like the Rome International Airport. The interview explores ATL’s commitment to innovation through collaborations, showcasing their adaptability and visionary approach. The Owner of ATL has describes himself as: Visionary.

Spotlight on Evolution

We started the interview by asking, “Can you highlight key trends or changes in the entertainment lighting industry in New Zealand from 1998 to 2008?”

Alvyn replied, “During the dynamic era of 1998 to 2008, the entertainment lighting industry experienced an unprecedented surge in New Zealand. This pivotal period witnessed an influx of clubs and bars actively seeking to amplify their entertainment offerings. At the heart of this trend was the emergence of intelligent and programmable lighting, which ATL seamlessly provided. Our team rose to the occasion, expertly supplying, installing, and programming bespoke lighting systems tailored to each establishment’s unique music genre and decor. The incessant buzz and infectious enthusiasm surrounding this flourishing industry made it an exceptionally bustling and exhilarating time.”

Dancing with the Stars: Shining Opportunities in ATL

The Worlds Times: What were the challenges and opportunities you faced supplying lighting to Dancing with the Stars in 2007 and 2008?

Alvyn replied, “In the year 2006 I was personally approached by a renowned company specializing in lighting and sound, seeking my expertise in procuring a premium Hog controller and lighting system from the esteemed US-based organization, High-end Systems. As an authorized reseller for High-end Systems in New Zealand, I had the distinct privilege of representing their cutting-edge portfolio, renowned globally for being among the finest upmarket show lighting systems available at that time. HighEnd Systems has long enjoyed an unrivalled reputation for delivering exceptional lighting solutions tailored to the sophisticated needs of show lighting designers and operators. It was my honour to supply not only the Hog lighting controllers but also a range of state-of-the-art robotic moving light fixtures and static colour wash lights, thereby enabling my esteemed clients to unlock a whole new level of creative possibilities in their endeavours for showcasing the Dancing with Stars on national television.”

Pioneering a New Chapter

The Worlds Times: What prompted your move to Perth in 2008 and the establishment of ATL Lighting and Effects? How did it impact your business?  

Alvyn replied, “During the latter period of 2007 and early 2008, a concerning trend emerged within the entertainment industry in New Zealand. The global economy was on the verge of a significant financial crash, which had substantial adverse implications for the entertainment sector. As a result, numerous shows that relied on entertainment lighting were being cancelled due to the economic downturn, leading to the closure of bars and clubs, where the majority of revenue for the entertainment lighting industry was generated. This downturn severely impacted the industry, resulting in the unfortunate necessity of staff layoffs and creating an exceptionally challenging and stressful period.

Given the circumstances, I was presented with a job opportunity in an unrelated field in Perth, Australia. After careful consideration, I decided to accept the offer, as it appeared to offer greater stability and prospects amidst the challenging conditions facing the entertainment industry at that time.”

Crossing Borders: Navigating Varied Horizons

The Worlds Times: How did the Australian entertainment industry differ from New Zealand, and how did you adapt your strategies.

Alvyn replied, “In late 2008, I relocated to Perth in pursuit of a new employment opportunity scheduled to commence in January. Unfortunately, the Australian economy was struck by an economic downturn around this time, resulting in widespread panic among businesses. Consequently, the company I was slated to work for opted to delay hiring new personnel to assess the repercussions of the downturn.

In response to this unforeseen circumstance, I took the initiative to establish my own venture focused on the sale of entertainment lighting. To make ends meet, I devoted considerable effort and traveled extensively to engage with party hire companies and entertainment production companies, persuading them to purchase entertainment lighting products. This period proved to be challenging, yet infused with valuable lessons that contributed to my personal and professional growth.”

Revitalizing Christchurch

The Worlds Times: Returning to Christchurch in 2014, what inspired your shift to visual technologies, and can you share a success story from this period?

Alvyn replied, “In 2014, upon my return to my beloved hometown of Christchurch, New Zealand, I was immediately confronted with the daunting task of aiding in the city’s post-earthquake reconstruction efforts. Determined to make a difference, I initially delved into the promotion and sale of LED lighting solutions for both residential and industrial purposes. However, recognizing the need for cutting-edge visual technology to propel local businesses forward, I astutely identified an opportunity.

With the goal of setting my business apart from competitors, I seized upon the concept of introducing new and innovative visual solutions capable of revolutionizing the way businesses advertise their products. Understanding the crucial role of effective advertising within the city’s revitalization endeavours, I directed my efforts towards promoting LED and LCD commercial screens. This decision was preceded by thorough research and establishing fruitful partnerships with manufacturers in the thriving market of China.

Remarkably, my initial customer base materialized from unexpected corners of the globe. The first major breakthrough came with resort hotels in Singapore expressing keen interest in adopting our state-of-the-art holographic projectors. Emboldened by this triumph, our clientele expanded further to include prominent entities from the United Kingdom, the United States, and across Europe.”

Global Creative Synergy

The Worlds Times: How did collaborations with Walt Disney Imagineering and international projects shape ATL Lighting and Effects?

Alvyn replied, “At this time, I was engaged in the promotion of an innovative visual technology tool. This tool consists of adhesive transparent LED Video panels that can be affixed onto glass surfaces, transforming glass walls or windows into dynamic video screens. Through strategic advertising on my website, I had the privilege of capturing the attention of Walt Disney engineers in the United States, who have expressed keen interest in exploring the potential of this technology. Over the course of several months, I have successfully supplied them with this transparent video technology for extensive testing. This groundbreaking product holds significant promise for a wide range of applications in the entertainment and commercial sectors.”

Transforming Air Travel

The Worlds Times: The Rome International Airport project with transparent adhesive video panels is unique. How did you conceive and execute it?

Alvyn replied, “In 2019, an engineer planner from the Paris International Airport new terminal approached me with an intriguing inquiry. They were interested in transparent video panels that could be applied to glass balustrades. Although the panels were initially out of their budget, they directed me to explore the possibilities with the Rome International Airport (Leonardo Da Vinci Fiumicino Airport). This airport was in the process of constructing three expansive glass elevator facades and sought to transform the glass walls into captivating video screens for advertising and promotions.

Over the course of a year, my resellers in Italy diligently worked to install the interior glass walls of the three elevators. The result was nothing short of stunning. These screens seamlessly integrated into the elevators, allowing passengers to enjoy breathtaking views while experiencing dynamic and colourful video content. As a bonus, this innovative solution opened up new opportunities for advertisers to generate additional revenue by showcasing their brand and promotions to captivated viewers.

This successful collaboration between engineers, planners, resellers, and airports highlights the potential of merging cutting-edge technology with architectural design. It demonstrates how even unexpected challenges can lead to creative and impactful solutions that enhance both the aesthetic and functional aspects of public spaces.”

ATL’s Dynamic Collaborations

The Worlds Times: How do collaborations with manufacturers and digital graphic companies contribute to ATL’s commitment to innovation?

Alvyn replied, “Collaborations with manufacturers and digital graphic companies contribute significantly to ATL’s commitment to innovation in several ways.

Firstly, these collaborations allow ATL to access the latest technological advancements and expertise in the manufacturing and digital graphics fields. Manufacturers are constantly developing new materials, techniques, and processes that can enhance the quality, functionality, and sustainability of ATL’s products. By partnering with manufacturers, ATL can incorporate these innovations into their own designs and offerings, ensuring they stay at the cutting edge of technology.

Digital graphic companies, on the other hand, provide ATL with access to expertise in visual design, virtual reality, augmented reality, and other digital mediums. Collaborating with these companies allows ATL to develop immersive and interactive experiences for their customers. Such experiences can enhance engagement, improve user satisfaction, and generate new and exciting opportunities for ATL’s products.

Moreover, collaborations with manufacturers and digital graphic companies foster a spirit of creativity and innovation within ATL. By working alongside experts in these fields, ATL’s own designers and engineers are exposed to new ideas, techniques, and perspectives. This exposure stimulates the generation of fresh ideas and encourages out-of-the-box thinking, leading to the development of unique and innovative solutions.

Furthermore, collaborations also offer ATL the opportunity to tap into new market segments and expand their customer base. By partnering with manufacturers and digital graphic companies, ATL can explore new product categories and create offerings that cater to different customer needs and preferences. This diversification of ATL’s product range enables them to reach a broader audience and solidify their position as a leader in innovation.

In summary, collaborations with manufacturers and digital graphic companies greatly contribute to ATL’s commitment to innovation by providing access to the latest technological advancements, expertise in design and visualization, fostering creativity and thinking outside the box, and expanding their product range to reach new market segments. These collaborations ensure that ATL stays at the forefront of innovation and delivers cutting-edge products that meet and exceed customer expectations.”

Global Operations Mastery: Navigating Logistics Challenges

Lastly we asked, “Managing a global clientele from Times Square to the Middle East presents challenges. How do you handle logistics and international aspects of your business?”“At ATL, we understand the significance of efficient delivery logistics when catering to a global clientele. Managing a diverse customer base from Times Square to the Middle East certainly presents unique challenges. To effectively handle logistics and international aspects of our business, we have established strong partnerships with experienced logistics companies.

Our first priority is to ensure a smooth and streamlined delivery process for our customers. By collaborating with renowned logistics providers, we can rely on their expertise and tailored services to handle various stages of the supply chain. This includes managing customs and addressing any local taxes, ensuring hassle-free delivery right to our clients’ doors.

Additionally, we recognize the importance of comprehensive tracking and real-time updates throughout the international shipping process. By leveraging advanced tracking technologies and communication systems, we are able to closely monitor the movement of our products, ensuring transparency and enabling timely responses to any unforeseen circumstances.

Moreover, to effectively handle the international aspects of our business, we have developed a deep knowledge and understanding of the legal and regulatory requirements in different countries. This allows us to ensure compliance and minimize any potential delays or issues related to customs and import/export regulations.

Furthermore, communication is key when dealing with a global clientele. We have established a dedicated customer support team that is well-versed in multiple languages and cultures. This team is readily available to address any queries or concerns throughout the delivery process, guaranteeing a personalized and customer-centric approach.

In summary, we address the challenges of logistics and international aspects of our business by partnering with experienced logistics companies, utilizing advanced tracking technologies, ensuring compliance with local regulations, and maintaining exceptional customer support. By doing so, we strive to deliver our visual technology products to our global clientele with utmost precision and efficiency.” Alvyn concluded

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