Its simple architectural form offers clean and functional spaces that provide ‘a means for large-scale creative expression’ with 3,205 sq m of versatile interior space for up to 3,000 people, and the capability of a further 7,000 people across the venue’s outdoor showground.

Technical consultant, Simon Jones of SJ-TPM, recommended MDG haze generators for this prestigious new venue knowing MDG’s great reputation for reliability and performance. He had no hesitation in supplying two MDG ATMe haze generators, complete with purpose-built touring cases for easy storage and deployment which was essential for this flexible, multipurpose venue.

Jones was brought onboard by Venue Lab to review, recommend and deliver the technical infrastructure, establish and fine tune the requirements and purchase the equipment for this multi-purpose venue. Jones worked on the various phases in collaboration with Vibration Design and Production, which delivered the venue’s in-house technical production, to ensure the equipment installed aligned with the building’s innovative principle.

Magazine London has two large internal spaces, each with 8m high ceilings, two mezzanines for VIP areas or additional reception/break out spaces, and an outdoor festival square, all of which can be used in various configurations to suit the show or event.

No event is complete without good, fine haze, of course, which plays a major role in showcasing the lighting, lasers and general creation of atmosphere. And in such a versatile venue, the team has to be prepared to cater for everything!

“Haze always has to look perfect on television and camera, and also work well with live events,” Jones explained. “It needs to be finely distributed, and quickly dispersed.

“The haze produced by the ATMe is great for the cameras because it is a good, clean haze, it doesn’t reflect, it’s not too dense and it’s nicely distributed across the whole space with two machines filling the venue quickly and easily. We chose to go with two ATMes because the venue is so large, and there are always points in an event when you need to fill the room more quickly. With two machines you don’t have to run them at full, so the effect is more subtle without an obvious source. If you want nice clean haze that everyone is going to be happy with, the natural choice is MDG ATMe.”

The ATMe generators have been used on every event since the venue opened – five so far, including the launch of the new FIFA20 game, the SAP Annual Conference and the Desperado x Elrow Music Show – and have a full schedule until the end of the year and beyond.

The ATMe generators have been supplied in purpose-built touring cases, which include additional space for haze fluid and two gas cylinders, that can be simply rolled into whichever position or venue required. 

“With such a busy and varied programme of events, it’s important to have a reliable haze generator and a good quality touring case that can move around without jolting,” says Jones. “The ATMe is a good dependable machine that you know will always work well, and with the touring case it’s an off-the-shelf, boxed solution with all you need in one package. You just have to plug it in and go. It makes life easy, and we have the MDG reliability and efficiency and all that comes with it: the back up and support that we all know MDG gives. MDG is the premium option at the end of the day.”