2014 Cateys: Best Use of Technology Award

14 July 2014
2014 Cateys: Best Use of Technology Award

Best Use of Technology Award

Sponsored by itradenetwork

2014 Winner: 8 Northumberland Avenue

Philips, 8 Northumberland Avenue was the first venue in Europe to install amBX light technology. The event space took the step of installing the system in its historic Grade IIlisted building as part of its commitment to combining historic beauty with cutting edge technology.

The lighting system has enabled the venue to enhance conferences and events, providing what it describes as surround light. It integrates with music, videos and presentations to deliver synchronised light shows controlled by iPad. Moreover, the lighting system is able to recreate natural daylight, which helps energise delegates at events and improve concentration. At 8 Northumberland Avenue the team uses the technology with dedicated ‘jetlag lighting scenes' in the function rooms to help international delegates reboot their body clocks.

In addition to the amBX lighting system, 8 Northumberland Avenue has installed Musion 3D holographic technology in its ballroom, which allows for ‘live' performances from stars and the unveiling of products such as cars without having to worry about the logistics of getting a car into the room. It has allowed for chief executives to present a personal address without attending in person, and for keynote speakers to stand next to themselves on stage.

These technologies are not just interesting in their own right, they have serious business benefits. The decision to employ these cutting edge systems has reinforced 8 Northumberland Avenue's reputation as a leader in innovation and increased sales and repeat bookings. Sales enquiries have increased 25% in the last 12 months, while new business for dinners and award ceremonies has gone up 45%. Meanwhile, since installing the new LED lighting, the number of events at the space has increased, while energy costs have remained static.

The Musion system has been installed within budget and promoted at minimal cost, thanks to deals made with media who were able to use the system for their own events. In addition, because the 8 Northumberland Avenue team was willing to take a risk with the project, it has been supported by the technology providers, who have been keen to promote the use of their new solutions. So 8 Northumberland Avenue has become a showroom of sorts for the technology, as well as benefiting from it.

Together the systems have cemented 8 Northumberland Avenue's position as a leader in technological innovation. In a competitive city like London that is no mean feat. Having received overwhelmingly positive feedback, the team expects sales to be further improved well into the future too.

What the judges said

"An excellent combination of environmental, economic and experiential elements. A richly deserved winner."

Simon Burgon

"To my mind the reason that 8 Northumberland Avenue won the award over its rivals was due to its courage in adopting an unusual lighting technology for its striking venue and applying it imaginatively to create unique and flexible moods for events which appeal to a wide range of clientele with sophisticated tastes."

Diana Spellman

"A very impressive nomination that differentiated the applications."

Stephen Minall


8 Northumberland Avenue London

Ariane Systems Genuine Dining Co

The judges

Simon Burgon Director, 360R

Duncan Cressall

Stephen Minall Director, Moving Food

Diana Spellman Managing director, Partners in Purchasing

Bryan Steele Managing director, Jireh-Tek

John Sullivan IT director, Gondola Group

Carl Weldon Chief executive, HOSPA

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