Skilled Innovation for virtual view in mock-up apartment in multi million dollar pre-development phase.

The client was re-developing a multi story city building and planned to convert it into a multi story apartment complex in the centre of the city.
Each floor would give a view over the downtown area. At each floor and direction, the view would change and the higher the floor the more splendid the view. For those facing east on the upper floors would have a splendid view of the city harbour and lights.

The challenge for the building developer was how to sell the view and apartment before the multi million dollar refurbishment began.

The first aspect – showing the apartment furniture, fit-out and layout was relatively straightforward. Select a public accessible floor and build a mock temporary apartment. The big challenge was how to convey an accurate life like view of the down town and harbour from the bedroom or outdoor balcony, without knocking holes in the outer wall or simply pinning some posters or banners on the wall.

A fine pitch LED screen was out of the question and far exceeded the budget, though technically very easy to achieve and would deliver a stunning result.

The only obvious solution was to use projection, however technically this proved challenging to consider for the following reason.

The width of the balcony view was 5m.
The projection distance was just on 2m.
There was a concrete wall 1m from the balcony glass balustrade.
The mock up apartment had a ceiling height of 3m.
Front projection was the only option.

After examining all the parameters we believed a very custom projection solution could be achieved. If we modified and created a matched pair of split photographs we could address the large width relative to the available projection width. Due to the very short projection distances available, it was impractical to mount the projectors on the balcony or within the mock up apartment.

After further on site research, we found that we could mount twin projectors outside the apartment above the ceiling. However this created severe keystone distortions of the image. Fortunately though the mockup apartment outer building edge and next higher floor plate allowed a minimal projection aperture that we could use with millimeters only in tolerance without clipping the projected image.

To overcome the confined space both for projection distance and mounting the projectors, we had to install the projectors on a custom mount at a severe angle with the projector’s software keystone set to the maximum allowance, which incidentally had to be low cost wide angle projectors with fixed lens. The pair of projectors gave us the width however, we still had the challenge of two severe keystoned projection beams though we were able to cover the width that would give the simulated view with millimeters to spare.

Next we had to create custom matched scenario photos with pre-distorted keystone images. We were able now display a full width image with each projector displaying a left and right half. With precision alignment the images became acceptable for the simulated views over downtown city and harbour views.

All seem to be finally falling into place, until we ran the two photo PowerPoint sequences. After a few images were being displayed on the two concurrent computers we discovered that over time the many matched photos would become well out of sequence and the timing was mismatched showing an incorrect combination of left and right images.

It was then we learnt the timing sequence in Windows and PowerPoint were the problem. To fix this we need some custom software that allowed the two computers to be locked together when they displayed the photos. Problem solved.
When budgets are limited and the client provides a difficult environment, out of the box thinking and investigation is required. When budgets are large it becomes easier to fine the solution and affords the luxury of equipment. We are pleased to say that with our creative thinking and innovative approach we were able to meet the clients requirements, budget and schedule.

About ICE Technology Ltd
ICE AV is a company that consists of Divisions active in the LED sector, Interactive, Projection Display solutions. We manufacture, distribute and partner with companies world wide in creating unique experiences with our portfolio of technologies.

ICE AV has a wide range of innovative Projection screen solutions it can offer clients worldwide to create affordable solutions for a wide variety of applications.

If you would like to discuss in detail about any comments or solutions referred to in this video then we invite you to pick up the phone and give us a call or send an email.

For sales and further information contact
ICE AV Technology Ltd
Digital Display Division
Auckland, New Zealand

Tel +64-9-414 2348
sales at iceavglobal . com
Facebook ICELED
Facebook ICEAV Global

For further information contact ICE AV Technology Ltd
Sales at iceavglobal dot com


ICE 39mm End of Year Promotion_08

Harsh projection screen test proves the Magic is in the Screen from ICE AV.

 For many people they find it hard to understand how this can be possible when a life time of attending the cinema or advice from audio visual companies dictates that the only way to achieve brighter projected images, is to darken the room or substantially increase the projector brightness. Here at ICE AV we prove yet again that this thinking is totally erroneous and a fallacy. the magic is in the Screen. Get this correct and everything else falls into place. Starting with the projector specification first will only ensure struggles and disappointment and a higher budget.

Projection screen test in the TV studio

Projection screen test in the TV studio

Our ICE DDT Lens Digital Daytime screen surface is able to make real magic in well lit rooms. And in fact the performance far exceeds say simply swapping out a 5000 ansi to 10,000 ansi projector such is the efficiency.  Here is a frame from a video we are producing and will upload soon. The reason people first think about the projector being the answer is because they are using the worst surface in regards to efficiency of amplifying light and rejecting room light.

In a full lit room, with a yellow flood light shinning directly onto the screen. We are hanging a piece of Da Lite matt white screen over the front. Projector lamp is now about 3000 ANSI on a 82 inch size screen.

Notice how the screen still displays an image all over and yet the matt white screen is completely washed out. This is typical performance from any brand matt white, grey or glass bead screen.

In this photo is a extreme test that demonstrates the two 500 watt flood lamp virtually touching the ICE screen and still rejects the light.

The spot light test you will never find another screen distributor show you.

The spot light test you will never find another screen distributor show you.

In this photo the central matt white screen cloth demonstrates how poorly it rejects light and displays the projected image simultaneously whilst the ICE DDT Digital daytime screen has no problem..

ICE Digital Daytime studio_03

NZ’s largest theme park Rainbows End, achieves quality projection entertainment in the sunlight outdoors with an ICE AV Digital Daytime screen.

Projectors have made incredible improvements over the last 20 years. Where would we be without them? They are used in every conceivable display use and for entertaining audiences. However there is one brick wall challenging situation that stumps most people using a projector in a well lit environment.

Have you ever tried to use a projector and screen in a very bright area like a public stage. Rainbows End theme fun park in Auckland tried to do this using a matt white standard screen but were never able to achieve a viewable image – unless they waited till night time when every one had left. With a constrained budget our LED screen solutions were out of the question. We solved their display challenge easily for daytime use with one of our 92 inch Digital Daytime DDT Lens screens and an Optoma 5,000 ANSI projector. Needless to say they were totally impressed and have now mounted a system on the public performance stage for use during the day. It was the first time they had seen a projected image so bright with a standard affordable projector.

ICE AV Daytime projection screen

The screen is so bright when a standard camera setting is used it burns out the image in this environment as the environmental brightness compared to the screen brightness is so dramatically different.

ICE AV Daytime projection screen

Here we can see a view from the stage that faces out to a well lit covered area.

You can visit the virtual view site to explore the environment on this link.

ICE AV Daytime projection screen

The audience can enjoy a stage performance in a well lit environment.

ICE AV Daytime projection screen

Before the installation the performing talent had no supporting screen when they performed for audiences.

Pictured below is a standard 72 inch ICE Digital Daytime screen mounted on a floor stand.


ICE 3D Projectors screens is a unique screen that has huge reflection efficiency with the ability to dramatically reduce the effect of ambient light and at the same time creates the perfect surface for 3D projection with the room lights on.

If you have an environment where you often hear yourself grumbling that you wished the image was a lot brighter, then we recommend that you should first consider the screen and the importance that this will have on achieving high quality projected images.

Extreme Projector Screen Test Outdoors, proves many points and one in particular that an ICE Screen really does have Magic in the Screen.

Now lets be honest, have you ever thought you could use a projector in a well lit environment, say like outdoors and achieve a high quality bright image? If you said No it is impossible, then you are not alone. So why is it that people the world over still believe they need a incredibly powerful and VERY expensive projector? Even those in the audio visual industry believe that it is not possible, unless you go and spend $200,000 then you might get an image bright enough.

This week we astounded an number of people when we proved that it is not the projector that is the key to achieving a high bright image outdoors, which is contrary to what they have been told as long as they can remember. The screen is the absolute first point to consider, get this wrong and you will be chasing around in circles forever, trying to get an image that you can view in a well lit environment. The washed out image is so common it is come to the point that folk believe that simply the projector is not bright enough. To this we say they are 200% absolutely wrong and we can prove it before their very own eyes.

Daytime projection screen

The point I want to draw your attention to in the above photo:

1 – Notice how the image is very bright on the left and right screen areas
2 – The middle white area you can barely make out any content
3 – A single projector is covering the full area

And yet we get a dramatically different type of image brightness display quality on the two screen surface areas.

First the point of adding the Matte White Screen section in the photo is purely for your direct comparative benefit. A matte white screen is the cloth material used on the bulk of screens world wide in Government meeting rooms, classrooms, offices, universities, home theatre. It typically has a rated Gain efficiency of Gain 1. This means the amount of light projected is reflected and displayed at 100%. (further detail about Gain below)

So the big question you are probably asking is, “How is that possible?” You have probably tried using the projector yourself with all the lights on, curtains open and know only to well that you have a poor quality image. Many churches realise this problem only to well where the projected words for songs and images are almost washed out.

The big misunderstanding people make is that they think the white or grey roll up screen (or tensioned screen) is the correct surface (their first mistake) and that they have come to expect the image will be washed our, lacking in contrast if any light is in the room from switched on lights of sunlight coming into the room. So you might say that people have come to expect in their thinking that the only way to solve this is to either sit in a darkened room or buy a far brighter projector (for which invariably no budget exists!)

An explanation of Gain (from Wikipedia)
A Gain of 1.0 means the amount of light that is projected on the screen returns to the viewer at the same brightness: none is absorbed and all is re-radiated with perfect uniformity from all viewing angles. If one was to isolate certain rays striking the screen, he/she would see the rays diffuse to form a perfect hemisphere shape. A block of magnesium carbonate (MgCO3) or a matte white screen will result in a gain of 1.0. This is fine in theory or in a dark room but for most applications projectors are not used in a dark room where a Matt White screen can perform at its best.

A screen with a Gain of 1.0 will reflect the same amount of light as that from a matte white screen. A screen rated at 1.5 gain will reflect 50% more light as from a matte white screen. A screen with a 0.9 gain will reflect 90% of the light compared against a matte white screen.

Gain is measured from the vantage point where the screen is at its brightest, which is directly in front and perpendicular to the screen. When the measurement is taken for light targeted and reflected perpendicular to the screen. Technically the measurement of Gain at this point is known as Peak Gain at Zero Degrees Viewing Axis. If you move to the side and view the screen at an angle the brightness of the projected image drops. The angle at which the gain reading drops to 50% of the peak value is known as the Half Gain Viewing Angle. A person viewing the screen from this angle will see an image half as bright as the person seated at the center position.

Daytime Projection Screen

In the photo (above and below) taken outdoors early evening when the meter measured 73.5 lux. This is about the darkness that you might have also when in a home theatre setup. Take note of the lack of contrast on the matte white strip and the white cloth background and yet on the ICE screen the brightness is substantially larger. The reason is the Gain 20 factor performance of the screen surface efficiency.

Whilst we have shown the screen outdoors the ICE Digital daytime screen is not manufactured for permanent outdoor installations. If you use the ICE Daytime screen outdoors your results may vary according to many different factors.

75lux 8500ANSI
Click on the photo to download our 3.8mb PDF presentation.

Download click button

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Church auditorium screens
Office meeting rooms
Digital Signage
Retail Advertising screen
Gymnasium screens
Indoor Stadium screens
Foyer screens
Score board screens
School classrooms
Home theatre
Stereoscopic 3D
Simulation Gaming
Virtual Reality Viewing

Used in conjunction with tablets and interactive screens the ICE Digital Daytime Lens Screen becomes the perfect large format screen to display the interactive output without having to actually touch the screen.

Important points to remember:

– ICE Digital Daytime Lens Screen can be used with any type of projector
– Makes any projected image up to 2000% brighter than using a Matte White Screen
– A Matte White screen only works when the environmental light is dramatically reduced.
– Long term you will always achieve a brighter image at a lower price than any other combination of screen or projector.
– Results can vary depending on many reasons.
– Cost wise, to achieve a high quality bright image in a well lit environment, you will always achieve it at a lower cost if you factor in a ICE Daytime Screen, than throwing money at a higher brightness projector with a Matte White Screens
– Our ICE Lens screen does not wear out and will always last longer than projectors.

If you have a project and a requirement where you need to make a dramatic difference in your projected images we look forward to hearing from. Call us on Tel +64-9-441 2348 (New Zealand) or email to sales at

We used a Digitech QM-1593 light meter for these measurements to provide some objectivity. Any inaccuracy in lux readings has no impact on the comparative views. Learn more about LUX levels here.

ICE AV is Gold Sponsor at the prestigious and internationally recognised 2013 NZ Body Art Awards

ICE AV is once again pleased to be part of the creative community in New Zealand as a Gold Sponsor in the 2013 New Zealand Body Art Awards Show. The annual show is the premier event that budding, up and coming and professional artists create truly mesmerizing body art in a wide variety of categories.

The show constantly receives accolades from international judges and contestants as to its high international standard which is a long way from the seed of a start. Director Mem Bourke created the show in a pub event in a Glenfield tavern in Auckland to help get some show case opportunity as there was no place or event where artists could come together and promote what they did as an industry.

ICE AV Technology - 2013 Gold Sponsor

ICE AV Technology – 2013 Gold Sponsor

Today many of these artists have grown and upskilled to work on international award winning movies, won recognition on the world stage as the best in the world and many employed on films such as Avatar, Lord of the Rings and many others.

Each year a theme is chosen where artists take a concept, angle and interpret and idea that explores the theme. For 2013 the theme is Circus and previous themes have included Asia and India. No two models are the same as each strive to take an individual and apply their personality and ability in truly amazing creations – a process that starts many months earlier. Some are quirky, others sexy, some out of this world, others are just a shame that the paint will be washed off after the show … show much effort, time and then to be washed away.

We are combining some beautiful musical talent with our current projector promotions – Excellent Music CD and Live Concert Bonuses

Have you ever imagined what it must be like to be deaf and not enjoy the beauty of music. It is only when you hear that beautiful voice or group sing that you feel real emotion and unspoken feelings. That romantic song in French or that Russian ballad, a soaring voice can transform the broken hearted, create inspiration and transport you to another era. Can you ever imagine watching a large screen concert on your projector without sound?

Music has become an integral part of the audio visual industry in such ways they have become one and the same. Last night I had the delight to listen to Yulia perform in Devonport, and as I write this article she is performing from the free sampler she generously gave away to those who attended and bought tickets as a result of her media concert promotion. Well worth for you to attend her Rotorua (8 August) and Timaru (11 Sept) concerts.

Yulia in concert

Yulia performing an encore of The Prayer to close the evening supported by the very talented Michael Kovalov (Latvia), Etienne Bizjak (Belgium) – those guys are a concert in themselves with their stage personality and musical talent!

This past week has seen the début video launch of classically trained singers, Wellington based pop opera trio Tre-Belle, release their first commercial music video based on their earlier composed self penned song “Set the World on Fire” that was recorded in Auckland. Click on the photo to their Facebook and listen to this talented trio. Be sure to like their page.

Click on the photo to view Tre-Belles new video

For July and August whilst the stocks last we have an ex demo projector promotion of Mitsubishi projectors and extra low discounted pricing. As a bonus for the first 5 projectors ordered we will give you a free copy of the Tre-Belle début CD from Opera to Broadway.

As an additional bonus, If you order a projector valued over $3,500+GST then we will offer you two tickets to a Yulia concert in Rotorua or Timaru. Concert details here.

ICE AV Mitsubishi promotion

Promotions last for July / August and for existing listed ex demo stock. First In First Served, bonuses not redeemable for cash, payment required with order.

Hang On Champs will feature the timing on ICE Timer Screens

ICE AV will be participating at the The New Zealand Official Community Sports Expo, Sports Expo The Outside In being organised in partnership with Pinehurst School and North Harbour Stadium

We reckon there are going to be many competitors at our two minute Olympic Champs.,,,why? Well how many times have you heard the phrase “Hang On”, “I’ll just be a minute” or “Hanging Out”, so we think there will be who will many want to go in for our Pinehurst School Champs “Hang On” competition to see how long the clock will run on the ICE Timing Screen.

ICE AV will be exhibiting at the Sports Expo The Outside In at Pinehurst School, the educational home of 15 year old international golf sensation Lydia Ko attended.


We will be displaying some of our score board and timing solutions and holding a fun Hang On Championship to see who can Hang out the longest as the timing clock races into the future up on the big screen.

Many sports disciplines will be present that will allow children to get a hands on approach to a sports to try out.

ICE AV has an extensive range of display technologies that include LED, Projection and Monitor Scoreboards powered by sports software for numerous sports plus the option to offer custom developed software as required.

Time and Date
Sunday 3rd March 2013 11am – 3pm FREE Entry at Pinehurst School, Albany, Auckland.