SV Company Profile V051215

WE ARE
STANDARDVISION
COMPANY PROFILE 2015/16

MEGA
MEDIA
WWW.STANDARDVISION.COM WWW.STANDARDVISION.COMStandardVision, LLC StandardVision, LLC

WE BUILD DIGITAL
MONUMENTS THAT
TRANSFORM URBAN
LANDSCAPES.

Our turn-key LED media façades
and advertising solutions have
helped bring buildings to life
across the globe, creating new
forms of monumental public art
while generating significant new
revenue streams for real estate
developers and owners.

TABLE OF CONTENTS
1 WE ARE STANDARDVISION
3 StandardVision is Different
5 Monumental Design & Lighting
7 Light is Life
9 Creating Memorable Places
11 Building the Vision
13 From Visualization to Realization
15 Key Facts and Accomplishments
17 Select Clients
18 Select Awards & Recognition
19 The Big Picture
27 SELECT PROJECTS
29 W Hotel, Dubai
31 ITCC 17 Parcels, Riyadh
31 Wilshire Grand, Los Angeles
33 Taman Anggrek Mall, Jakarta
37 Cinemacity, Beirut
39 Marriott Courtyard & Residence Inn
at L.A. Live, Los Angeles
43 ITCC Towers, Riyadh
47 City of Dreams, Macau
51 Cocor, Bucharest
53 Hong Kong Plaza, Shanghai
57 Hard Rock Hotel, Macau
59 China Construction Bank, Hong Kong
61 Dragone Theater, Macau (unbuilt)
63 Grand Indonesia, Jakarta (unbuilt)
65 SV LABS
67 Full Scale Prototyping
69 Innovative Technology
71 Experimental Media
73 Artist Collaborations
79 SELECT PRODUCTS
Media Façade
81 SV Exterior Blade
87 SV Interior Blade Module
91 SV Interior Blade Ultra-Thin
95 SV Exterior Matrix Panel
99 SV Interior Matrix Panel
99 SV Interior Matrix Panel 1.9 UHD
99 SV Tesslellated Panel
103 SV Volumetric Projector
Narrative Lighting
107 SV Replicant
113 SV Nexus
113 SV Tyrell
117 SV Exterior Dot
Control System
121 SV Runner
125 Select Product Index
133 MEDIA CONTENT
135 Content Expertise
139 Live Action
141 Generative
143 Animation
145 Photography
147 Responsive
149 Advertising
151 SELECT ARTISTS
Casey Reas
Robert Seidel
Pascual Sisto
Fader
Andreas Nicolas Fischer
Ria Ama
Lia Lia
Holger Lippman
Gerhard Mantz
155 MEET OUR EXECUTIVE TEAM
157 Adrian Velicescu, CEO & CCO
159 Brad Gwinn, COO
160 David Agnew, President
161 Geo Tutunaru, Managing Director
162 Alberto Garcia, Project Director
163 Marissa Levin, Studio Director
164 Beth Elliott, Creative Director
166 Josh Van Blankenship, Design Manager
165 HS Moon, Operations Manager - Korea
193 Ziad Yazbeck, General Manager -
Middle East
190 Agustín González-Garza, Director of
Development - Latin America
Update when finished
WWW.STANDARDVISION.COM StandardVision, LLCWWW.STANDARDVISION.COM StandardVision, LLC
SV COMPANY PROFILE

StandardVision creates the best architectural
media façades in the world, bringing buildings
to life with project-specific, high-definition
media content.
StandardVision leads the LED light revolution with its
implementation and technology expertise. StandardVision
is reinventing how architects and developers view their
projects with its revolutionary light and media products,
including its magical LED blade system which is
redefining the future of how people interact with real estate.
A digital media façade is not simply a series of lights placed on a building. It is a system with
complicated media protocols requiring knowledge of the very latest technology. Unique in its
scope, StandardVision offers design, content, technology and activation services— a turnkey
solution. Based on its multiple competencies, StandardVision is uniquely situated to respond to
cutting-edge architectural, technological and digital media currents.
California-based, StandardVision is where Hollywood and Silicon Valley meet. Drawing from a
broad range of top talent from around the world, StandardVision offers the best creative and
narrative skills of the Hollywood film studios together with the latest technologies coming from
Silicon Valley.
WE ARE
STANDARDVISION
WWW.STANDARDVISION.COM StandardVision, LLC
SV COMPANY PROFILE1

Deeply rooted in an
understanding of content and
branding, StandardVision
uses technology to augment
the interconnectivity between
lighting,mediaandinformation.
StandardVision’s team is
comprised of a wide range of
professionals.
Digital Media Creators
Lighting Designers
Electronic & Mechanical Engineers
Building Façade Specialists
Project Management Professionals
3D Artists
Motion Graphics Designers & Animators
Financial Analysts
Branding Experts
Filmmakers & Producers
Advertising Professionals
Architectural Designers
Real Estate Developers
STANDARDVISION IS
DIFFERENT
SV COMPANY PROFILE3
SV COMPANY PROFILE 4

In the modern world, a city is
not just a place on a map, but
a node of interconnectivity.
MONUMENTAL
DESIGN AND
LIGHTING
One determines how cosmopolitan a city is not
by the height of its buildings or the size of its
population, but by its integration with global
networks. StandardVision’s design philosophy
envisions a seamless integration of branding,
new media art, wayfinding, advertising,
entertainment and interactivity, all premised on
the ubiquitous presence of light around us, from
the bulb to the computer screen to the sun.
We believe that new monumental architecture
will rely on lighting technology. StandardVision
explores the full potential of lighting technologies
toprovideitsclientswithanenvironmental media
experience that is equal parts information and
inspiration.
SV COMPANY PROFILE5

StandardVision’s mission is
to design environments that
celebrate life. We raise the
bar for public spaces with
every job we design by
providing quality lighting
and sustainable media
systems that protect an
owner’s investment for years
to come.
LIGHT IS LIFE Nature is the inspiration for StandardVision’s
approach to light. StandardVision’s designers
observe the many ways light informs our
relationship to the world and influences our
state of mind. Dynamic lighting environments
can inspire us to ambitious action, creative
thinking and social interaction.
StandardVision believes lighting plays a unique
role in each culture. We create media content
that confirms and augments the values of its
viewers. A virtue of complex, custom lighting
systems is its flexibility—they can be used for a
variety of cultural purposes, from the ritual to
the personal to the commercial, with a simple
change of programming.
This is why the content strategies for lighting
installations are crucial from the inception
of the design process. With over 30 years of
contentcreationandbrandingexperiencein-
house and award-winning expertise in content
creation for large-scale façades and plazas,
StandardVision has the necessary ingredients
to deliver the extraordinary.
SV COMPANY PROFILE
SV COMPANY PROFILE7 8

Media content and design
is the driving force for
StandardVision’s consultancy
and resulting work product.
But it is design paired with
aggressive project
management that makes it
possible to produce
world-class projects.
CREATING
MEMORABLE
PLACES
StandardVision divides its services into four
categories: Content, Design, Technology and
Activation. While each of these vertically
organized services are managed as unique steps
for each specific project, it is StandardVision’s
approach methodology that connects the
process horizontally.
During the design phase, StandardVision’s team
practices a multidisciplinary approach relying
on the expertise of its technical and media
content teams under the direction of its CEO,
COO and President. StandardVision creates truly
uniquevisualizationsusingstate-of-the-artvisual
effects equipment and proprietary techniques.
Accuracy of the depiction of media content on
proposed installations is critical to
understanding opportunities.
Earlyintheconceptdesignphase,StandardVision’s
project management and activation teams review
constructability issues to determine ways to
“pre” value-engineer solutions.
TURN-KEY APPROACH
CONTENT
Media Strategy & Valuation
Programming
Content Creation & Licensing
Generative Engines
Content Subscriptions
DESIGN
Concept Design
Design Development
Digital Prototyping
Construction Drawings
TECHNOLOGY
System Engineering
Custom Hardware Design
Interactive Technologies
Complete System Supply
Systems Integration
ACTIVATION
Media Sales
Project Management
Installation Supervision
Testing & Commissioning
Maintenance & Service
Operation
NEW
IMAGE
SV COMPANY PROFILE9

BUILDING THE VISION
ONGOING
OPERATION
Content
Subscriptions
CONCEPT DESIGN DOCUMENTATION PRODUCTION INSTALLATION
CONTENT
Platform & Media
Strategy
Visualizations Content Approval
Content Production
& Ad Sales
Programming
TECHNOLOGY
Research &
Development
Product Design Prototypes
Product
Manufacturing
Testing &
Commissioning
INTEGRATION Scale System Design
Construction
Documentation
System Integration Site Supervision
OPERATION
Content
Subscriptions
CONCEPT DESIGN DOCUMENTATION PRODUCTION INSTALLATION
CONTENT
Platform & Media
Strategy
Visualizations Content Approval
Content Production
& Ad Sales
Programming
Service Plans
Maintenance &
Support
TECHNOLOGY
Research &
Development
Product Design Prototypes
Product
Manufacturing
Testing &
Commissioning
INTEGRATION Scale System Design
Construction
Documentation
System Integration Site Supervision
Our Process: from design
visualizations to project
completion.
SOLUTION Media Façade & Accent Lighting
PROJECT Marriott Courtyard & Residence Inn
From design and concept renderings
(right), to final project (bottom right)
StandardVision employs a
meticulous integrated process.
WORKFLOW
SV COMPANY PROFILE11 SV COMPANY PROFILE 12

Creativity in technology is
rare. Yet now more than ever
there is need for creative
uses of technology.
FROM VISUALIZATION TO
REALIZATION
StandardVision is at the forefront of the custom
design and manufacture of architecturally-
integrated LED media products.
StandardVision’s vertically integrated research
and development approach employs a thorough
understanding of applied technologies, including:
Super high-definition media formats
Dynamic content playback platforms
Thermal heat dissipation
LED volumetric driver technology
Real-time effects playback
High refresh rate driving methods for video
Interconnectivity between multiple protocols
Sensorial technologies
Interactive applications
SV COMPANY PROFILE13

StandardVision has designed
and installed more integrated
LED media installations on
more structures than any
other company in the world.
KEY FACTS AND
ACCOMPLISHMENTS
>> StandardVision has worked with the world’s
top developers and architects: RTKL,
Arqutectonica, Langdon Wilson, Solidere,
Greenland Holdings, Oceanwide, HNTB, Pei
Cobb Freed & Partners, Johnson Fain, Gensler,
Perkins & Will, AC Martin, Harley Ellis
Devereaux, Tishman, Catellus, HOK, Ehrlich
Architects, Keating Khang, DMJM and Zimmer
Gunsul Frasca Architects. StandardVision’s
core team has worked for such clients as
Disney, Qualcomm, Sony, Goldman Sachs,
Airbus, MOMA (NY), Hanjin International, Dell,
Yahoo!, Warner Brothers, Shamrock Holdings,
New York Times, Bill Viola Studios, Westin,
Paul Allen Ventures, Jenny HolzerStudios,
EricssonandPhillipsElectronics.
>> StandardVision offers award-winning media
content and hosts one of the world’s largest
libraries of high-definition video specifically
sized for massive architectural use.
>> StandardVisionoperatesglobally:LosAngeles,
Shanghai,Doha,Beirut,HongKong, Seoul,
Macau, Jakarta, Shenzhen, Bucharest, Astana,
Riyadh and Dubai.
>> Patented products and technologies make
StandardVision the best choice when it comes
to the very latest in lighting products and
communication protocols.

SELECT CLIENTS 2014 Elements of Architecture, Architecture Biennale, Venice, Italy,
curated by Rem Koolhaas.
2012 Guinness Book of World Records Award for Longest Media Façade
2010 IESNA Award of Excellence for City of Dreams
2010 Lumen West Award for City of Dreams
2007 Realcomm Digie Award: Winner Best Use of Automation
in Architecture and Design
2004 Realcomm Digie Award: Winner Best Use of Automation
in Architecture and Design
SELECT AWARDS &
RECOGNITION

This is where it starts—
with vision.
THE BIG PICTURE Traditional lighting design companies are staffed
by trained specialists with expertise in existing
off-the-shelf luminaries. They have little or
no expertise in developing custom integrated
luminaries or installing media systems. As for the
media content itself, it is usually an afterthought.
StandardVision understands the importance of
the big picture. From there StandardVision
conceptualizes and attends to the smallest detail,
because it is in the details that the strength of
the architectural fabric lays. That is why
StandardVision has materials specialists on
staff who research materials for all of its custom
lighting products.

TOTALLY
IMMERSIVE

STANDARDVISION
IS REDEFINING
THE FUTURE OF
HOW PEOPLE
INTERACT WITH
ARCHITECTURE
INTERACTIVE
PhotoscourtesyofStudioRoosegaarde.
23

Engagement is the hallmark
of our next generation
installations.

W Hotel, Dubai
ITCC 17 Parcels, Riyadh
Wilshire Grand, Los Angeles
Arden Fair, Sacramento
Taman Anggrek Mall, Jakarta
Cinemacity, Beirut
Marriott Courtyard & Residence Inn
ITCC Towers, Riyadh
City of Dreams, Macau
Cocor, Bucharest
Hong Kong Plaza, Shanghai
Hard Rock Hotel, Macau
China Construction Bank, Hong Kong
Dragone Theatre, Macau
Grand Indonesia, Jakarta
SELECT
PROJECTS

SELECT PROJECTS
WILSHIRE GRAND
LOS ANGELES
>> Tallest structure on
the U.S. west coast
when completed in
2017.
ARDEN FAIR
SACRAMENTO
>> Custom media
installations in
Sacramento's
premiere
shopping mall.
MARRIOTT
COURTYARD &
RESIDENCE INN AT
L.A. LIVE
LOS ANGELES
>> Largestfull-motion
media façade in
Los Angeles at
3,700 square feet.
TAMAN ANGGREK
JAKARTA, INDONESIA
>> 8,592,480 LEDs
refreshed 60 times
per second.
>> At8,675squaremeters,
designated by the
Guinness Book of
World Records as the
longest in the world.
HONG KONG PLAZA
SHANGHAI, CHINA
>> 10,000 square meter
curtain integrated
media façade on a
two-square block
property.
COCOR LUXURY MALL
BUCHAREST, ROMANIA
>> The largest media
façade in eastern
Europe.
ITCC TOWERS
RIYADH, SAUDI ARABIA
>> 13,400 custom
designed,LEDpowered
luminaries featuring
StandardVision’s
patent-pending
Volumetric Projector.
CENTRO
DE CONVENCIONES
DE CIUDAD JUÁREZ
CHIHUAHUA, MEXICO
>> Custom exterior
media façade and
interiormediadisplays.
TOREE REFORMA
MEXICO CITY, MEXICO
>> Custom exterior
LED media façade.
ITCC 17 PARCELS
>> StandardVision uses
every type of fixture
from our catalogue
across 13 commercial
buildings.
ITCC PHASE 2
>> SV is designing and
installing a multitude
of custom lighting
products for dozens
ofresidentialbuildings.
CINEMACITY
BEIRUT, LEBANON
>> World’s highest
resolution
architectural screen
(6.480 x 3,840 pixels)
integrated across a
massive domed
ceiling.
NEW DOHA
INTERNATIONAL
AIRPORT
DOHA, QATAR
>> Custom LED screens
for original Bill Viola
and Jenny Holzer
artworks.
W HOTEL
DUBAI, UAE
>> Custom exterior
LED media façade.
CITY OF DREAMS
MACAU, CHINA
>> 50,000 square meter
media façade
stretching across four
hotel towers to create
one massive media
channel.
StandardVision’s work can be seen
in almost every major metropolis in
the world, including: Los Angeles,
Shanghai, Miami, Beirut, Dubai,
Hong Kong, Macau, Jakarta,
Singapore, Bucharest, Astana,
Rio de Janeiro, Riyadh and
Abu Dhabi.
29 SV COMPANY PROFILE 30
SV COMPANY PROFILEPROJECTS SELECT PROJECTS

W HOTEL
DUBAI, UAE
Located at the edge of Business Bay, on the prestigious Shiek Zayad Road, Dubai's
first W Hotel opens in October 2015. Creating a star lit façade by incorporating 200
SV Ion fixtures and 800 linear meters of SV Replicants, the dazzling exterior hints to
the exciting one-of-a-kind interior program: a Vegas style Dragone show theater.
>> SOLUTION Accent Lighting
>> DIMENSIONS 15,000sq.m./162,000sq.ft.
>> CONSTRUCTION New Construction
>> CONTENT Ambient
>> PRODUCTS SVReplicant,SVIonDot
PROJECT OVERVIEW
U N I T E D
A R A B E M I R A T E S
DUBAI
SV COMPANY PROFILE31PROJECTS W HOTEL, DUBAI

ITCC 17 Parcels
StandardVision has created a centrally managed lighting solution for the entire
17 Parcels technology campus in Riyadh. Consisting of thirteen buildings abutting
the main ITCC, 17 Parcels uses each fixture from the StandardVision catalogue.
With a holistic approach to product integration and a focus on ease of use,
StandardVision's system design allows the client to control the variety of fixtures
through a core hub, allowing for a cohesive and easily changed look and feel.
Utilizes every type of
fixture from our
catalogue across 13
buildings.
>
>> SOLUTION Narrative Lighting,
Media Façade
>> CONTENT Generative, Animation
>> PRODUCTS SV Volumetric Projector,
SV Replicant, SV Tyrell,
SV Exterior Dot
PROJECT OVERVIEW
S A U D I A R A B I A
RIYADH
SV COMPANY PROFILE33PROJECTS ITCC PARCEL 17, RIYADH

ITCC 17 Parcels
This 13 building complex is Riyadh's center for
new technology.
PROCESS
SV COMPANY PROFILE 36PROJECTS ITCC PARCEL 17, RIYADH

WILSHIRE GRAND
LOS ANGELES, USA
StandardVision has designed the exterior media lighting, building crown signage
and integrated courtyard media façade for the new Wilshire Grand in downtown
Los Angeles. The project, when completed in 2017, will be the tallest building on
the U.S. west coast and will significantly alter the downtown skyline due to the
scale of the 73-story edifice. StandardVision created a centrally controlled, fully
integrated playback system. Content will include advertisements and public art.
Upon completion in 2017,
Wilshire Grand will be
the tallest building on
the U.S. west coast.
>
>> SOLUTION Narrative Lighting, Media
Façade, Crown Lighting
>> CONTENT Live Action, Generative,
Animation,Advertising
>> PRODUCTS SV Ultra-Thin Interior
Blade, SV Replicant,
SV Interior Matrix Panel
PROJECT OVERVIEW
LOS ANGELES
C A L I F O R N I A
SV COMPANY PROFILE37PROJECTS WILSHIRE GRAND, LOS ANGELES

ARDEN FAIR
SACRAMENTO, USA
StandardVision designed both interior and exterior media façade installations
to help revitalize Sacramento's preeminent shopping mall. For the interior, the
three-story Central Court Elevator is completely transformed with a combination
of high and low density displays, allowing for seamless playback of media con-
tent on three sides of the glass elevator shaft. The thin profile of the SV Interior
Blade Module provides a high degree of transparency and visibility for guests
traveling inside the glass elevator car.
To heighten Arden Fair's visibility from the street, StandardVision created signage
monuments that greet visitors and passing traffic with continuous media content
in the form of the malls' signature monogram. Media content for both installa-
tions can be easily updated to highlight specific mall events and seasons.
Seamless integration of
high and low density
media displays at a
human scale.
>
>> SOLUTION Media Façade
>> CONSTRUCTION New Construction and
Retrofit
>> PRODUCTS SV Interior Blade Module,
SV Interior Matrix Panel,
SV Exterior Matrix Panel
PROJECT OVERVIEW
SACRAMENTO
C A L I F O R N I A
SV COMPANY PROFILE39PROJECTS ARDEN FAIR, SACRAMENTO

StandardVision designed and manufactured the architecturally-integrated LED
media façade surrounding the Taman Anggrek Mall (the fourth largest shopping mall
in the world) in the heart of Jakarta, Indonesia. StandardVision was asked to design
a digital skin to wrap an existing mixed-use development to take advantage of its
prime location intersecting two major highways. The design challenge was to provide
a facelift to a 15-year-old development via the creation of the world’s longest LED
media façade, stretching over 353 meters in length and 25 meters in height.
A key consideration in the design and creation of this work was the content
intended to be played on the screen. Current programming incorporates video art
and generative works of local and international artists to maximize the value of
the advertising inventory.
TAMAN ANGGREK
JAKARTA, INDONESIA
PROJECTS TAMAN ANGGREK, JAKARTA
Media Façade
>> DIMENSIONS 366m.long /1,200 ft.
8,675 sq. m. / 90,000sq.ft.
>> CONSTRUCTION Retrofit
>> PRODUCTS SV Exterior Blade, high
and medium resolution
configurations.
PROJECT OVERVIEW
8,592,480 LEDs refreshed
60 times per second.
Guinness Book of World
Records designated it as
the worlds longest LED
media façade.
>
I N D O N E S I A
JAKARTA

TAMAN ANGGREK
JAKARTA, INDONESIA
The challenge was to give a 15-year-old
shopping mall a much needed facelift. Working
withtheproject’sarchitects,wedesignedamedia
façade that would wrap the entire complex.
The solution incorporated both high and medium
resolution LED technologies. StandardVision’s
aluminum LED exterior blades were pre-
assembled in modules and hoisted into position
on site. Banks of angled LED blades were used
to provide maximum visibility and visual texture.
The façade was designed to be sufficiently
transparent to allow for outside views from the
interior of the building.
PROCESS
THISPAGE bottomleft:TamanAnggrekbefore&early
conceptrenderingofmediafaçade. top:Mediafaçade
duringinstallation.
FACINGPAGE topleft&right:Detailofmediafaçade
showingtransparency. middle:DetailofSVExteriorBlade
modulesshowingpitch. bottom:SVExteriorBladesduring
initialtesting.
SV COMPANY PROFILE 44PROJECTS TAMAN ANGGREK, JAKARTA

Cinemacity is the gateway to the Beirut Souks, a recent redevelopment project
located in the heart of downtown Beirut. StandardVision was engaged to design
the media aspects of the project by Solidere, the Lebanese conglomerate
responsible for transforming the oldest area of Beirut into a vibrant, walkable
shopping district. This entertainment center features a 14 screen cinema,
restaurants and retail stores. StandardVision developed the interior media
strategy, including the design and development of a media system that connects
the multi - level building in a way that provides patrons with a cohesive,
memorable experience and includes the world’s highest resolution video screen
(6,480 x 3,840 pixels) integrated into a massive domed ceiling, as well as 100
meters of hallway projections and original art programming.
CINEMACITY
BEIRUT, LEBANON
SV COMPANY PROFILE 46PROJECTS CINEMACITY, BEIRUT
>> SOLUTION Immersive Environments
>> DIMENSIONS 750sq.m./8,073sq.ft.
Animation
>> PRODUCTS SV Large Video Display,
SV Projection System
PROJECT OVERVIEW
The world’s highest
resolution architectural
dome screen at 6,480 x
3,840 pixels.
>
L E B A N O N
BEIRUT

Architecturally integrated into the new Marriott Courtyard & Residence Inn
at L.A. Live hotel complex, StandardVision has created the largest, full-motion
architectural media façade in Los Angeles at 3,700 square feet. The project
features two custom integrated LED systems, a high resolution media façade
system for featured content and advertising a linear accent lighting system that
wraps the building in a color palette coordinated with the content displayed on
the high resolution media screen, thus extending the impact of the media façade
each evening.
MARRIOTT COURTYARD
& RESIDENCE INN
AT L.A. LIVE
LOS ANGELES, USA
Media Façade
>> DIMENSIONS 360 sq. m. / 3,700 sq. ft.
Animation, Photography,
Advertising
>> PRODUCTS SV Exterior Blade Module,
SVReplicant
PROJECT OVERVIEW
C A L I F O R N I A
LOS ANGELES
SV COMPANY PROFILE 48PROJECTS MARRIOTT COURTYARD, LOS ANGELES

MARRIOTT COURTYARD
& RESIDENCE INN
AT L.A. LIVE
LOS ANGELES, USA
The media façade is built with the SV Exterior
Blade, StandardVision’s exterior LED product
that allows 50% transparency to minimize view
disruption from interior spaces. This unitized
system includes 3,200 blades set at 36mm on
center. The screen’s unique shape wraps the
corner of the building and is controlled by
StandardVision’s proprietary media channel
server. In addition to the media façade, over
1,000 linear meters of vertical accent lights
spread across the façade are programmed to
reflect the main screen's content, thus extending
the presence and impact of the media façade.
PROCESS
SV COMPANY PROFILE 50PROJECTS MARRIOTT COURTYARD, LOS ANGELES

StandardVision has provided a turn-key solution, including design, supply of light
fixtures and installation for the four 22-story office towers at ITCC in Riyadh.
The solution includes 13,400 custom fixtures designed especiallyfortheproject,
allcontrolledfromonecentralserver.TheLEDluminaries feature StandardVision’s
Volumetric Projector system that transforms the façade into a unique platform
to display content. The content produced by StandardVision provides a beautiful
glowing backdrop to the entire ITCC project, a vast complex of over 200 buildings
in the heart of Riyadh.
ITCC TOWERS
SV COMPANY PROFILE 52PROJECTS ITCC TOWERS, RIYADH
Media Façade
>> PRODUCTS SVVolumetricProjector
PROJECT OVERVIEW
S A U D I A R A B I A
RIYADH

ITCC TOWERS
The four towers are the visual anchors for the
sprawling ITCC complex. The façade was
designed with an exterior sun-shade system
with sufficient transparency to allow exterior
views from all 22 stories.
TheSVVolumetricProjectorsaremountedtothe
sun-shadefaçadeandlighteach3-meterpanel.
PROCESS
SV COMPANY PROFILE 54PROJECTS ITCC TOWERS, RIYADH

StandardVision was entrusted to design and implement a lighting and media
system consisting of 20kilometersoflights,allinterconnectedanddesignedtofulfill
multiplefunctions, but controlled by a single interface for the US$3.4 billion City of
Dreams casino and hotel development.
Covering over 50,000 square meters of display, stretching across four hotel towers
that transformed the Macau skyline, the City of Dreams achieved the “Bilbao
Effect” of giving Macau and its citizens a new sense of optimism and pride in its
economic prowess.
Literally a monument in light to the new powers of information technology, the
system refreshes information to every light on the project 60 times per second,
making these concrete superstructures as responsive to changes in the
informational weather as a sail to the wind.
CITY OF DREAMS
MACAU, CHINA
SV COMPANY PROFILE 56PROJECTS CITY OF DREAMS, MACAU
Media Façade
>> DIMENSIONS 50,000sq.m. /538,195sq.ft.
2,800,00LEDs
>> CONTENT Generative
>> PRODUCT SV Replicant
PROJECT OVERVIEW
C H I N A
MACAU

CITY OF DREAMS
MACAU, CHINA
The façade concept was inspired by the site’s
aquatic origins—new land reclaimed from the
sea. The design integrated four skyscrapers with
their surrounding environment. A single interface
controls over 20 kilometers of interconnected
LED pixels.
PROCESS
CAPTIONS?
SV COMPANY PROFILE 58PROJECTS CITY OF DREAMS, MACAU

StandardVision designed the largest media façade in eastern Europe, the Cocor
Channel, located in the center of Bucharest, Romania which encompasses over
3,300 square meters of media lighting spanning five stories. StandardVision’s
work included developing an advertising strategy for integrated lighting and high
definition media displays, allowing the owner to recoup its investment within
three years.
COCOR LUXURY MALL
BUCHAREST, ROMANIA
Media Façade
>> DIMENSIONS 3,300 sq. m. / 35,520 sq. ft.
>> CONSTRUCTION Retrofit
>> CONTENT Generative, Animation,
Advertising
PROJECT OVERVIEW
R O M A N I A
BUCHAREST
SV COMPANY PROFILE 60PROJECTS COCOR LUXURY MALL, BUCHAREST

StandardVision designed a 10,000 square meter curtain integrated media façade on
a two-square block landmark property in the heart of Shanghai. StandardVision
designed a system that was installed behind the glass cladding with custom
fixtures that fit the shape of the glass design. The entire façade is controlled via
fiber optics from a single location. Each individual custom light has multiple
processors allowing the light to display four pixels of content. The overall effect
is a four-fold increase in resolution without extra light fixtures interfering with
the architectural design intent.
HONG KONG PLAZA
SHANGHAI, CHINA
>> SOLUTION Media Façade
>> CONSTRUCTION Architecturally
Integrated Curtain
Animation, Advertising
>> PRODUCTS SV Diamond
PROJECT OVERVIEW
C H I N A
HONG KONG
SV COMPANY PROFILE 62PROJECTS HONG KONG PLAZA, SHANGHAI

HONG KONG PLAZA
SHANGHAI, CHINA
StandardVision wrapped a two-square city block
urban mall in a glass LED façade to create a
unified luxury shopping center. The media façade
allowed for both ambient and promotional
content opportunities.
The SV Diamond, with four discrete pixels
to quadruple the resolution, was developed
specifically for this project. The LED pixels were
mounted behind masked spandrel glass. During
the day the pixel hardware appears as a beautiful
patterned façade.
PROCESS
SV COMPANY PROFILE 64PROJECTS HONG KONG PLAZA, SHANGHAI

The Hard Rock Hotel is a boutique hotel with an emphasis on entertainment.
The primary drop-off point for the hotel is a vast 1,900 square meter space, with three
lanes available for taxi and guest traffic and a ceiling high enough to accommodate
double-decker buses. The client requested a dynamic ceiling installation to
welcome visitors. StandardVision designed a large jewel-like installation of
individual pixel lights housed behind cast acrylic diffusers, creating a dazzling
light show with subtle movement and imagery.
HARD ROCK HOTEL
MACAU, CHINA
>> SOLUTION Media Façade & Porte
Cochere Lighting
>> CONTENT Generative
>> PRODUCT SV Replicant
PROJECT OVERVIEW
C H I N A
MACAU
SV COMPANY PROFILE 66PROJECTS HARD ROCK HOTEL, MACAU

Located at the intersection of Connaught Road and Club Street in the heart of
Hong Kong, the new headquarters for the CCB faces the harbor and is another
landmark in the city’s vibrant skyline. StandardVision designed a 12,000 square
meter façade for the waterfront development using an exterior aluminum blade
system—which can act as both a sun shading device and a media display system—
stretching over the entire curtain wall façade. StandardVision provides a variety
of custom content for this iconic skyscraper.
CHINA CONSTRUCTION BANK
HONG KONG, CHINA
>> SOLUTION Narrative Lighting
PROJECT OVERVIEW
C H I N A
HONG KONG
SV COMPANY PROFILE 68PROJECTS CHINA CONSTRUCTION BANK, HONG KONG

The Dragone Theater is home to the Dancing Water Theater of the Franco Dragone
Entertainment Group. The theater contains one of the largest commercial pools in
the world, holding 3.7 million gallons, equivalent to more than five Olympic-sized
swimming pools. The 270-degree theater-in-the-round has a center stage with a
diameter of approximately 25 meters (82 feet), surrounded by sloped seating on
three sides for 2,000 theater patrons. StandardVision’s media skin design
combines high resolution LED and delicate cast glass LED façade fixtures.
StandardVision worked with Pei Cobb Freed & Partners to develop an integrated
dual resolution media wall displaying water-based imagery to reflect the
grandeur of the interior pools.
DRAGONE THEATER
MACAU, CHINA
Media Façade
PROJECT OVERVIEW
C H I N A
MACAU
SV COMPANY PROFILE 70PROJECTS DRAGONE THEATER, MACAU

StandardVision was responsible for the specialty and exterior architectural lighting
design of this 350,000 square meter historic landmark in Jakarta. StandardVision
designed a 4,608 square meter media façade and a proprietary sun-shading
interior curtain wall with integrated LEDs. StandardVision also developed the media
content strategy.
GRAND INDONESIA
JAKARTA, INDONESIA
SV COMPANY PROFILE 72PROJECTS GRAND INDONESIA, JAKARTA
>> SOLUTION Media Integration
Animation, Photography,
Advertising
PROJECT OVERVIEW
I N D O N E S I A
JAKARTA

SVLabs is where and how we research and develop the
innovations and technologies that drive our business.
The SVLabs process is reflected throughout our company,
from products to content.
Every StandardVision project provokes a multitude of
disciplines: architecture, motion design, computer
programming, filmmaking, lighting design and engineering.
SV Labs unites them, with a singular vision of bringing
dynamism to the urban environment.
SV LABS

Our on-site crew constructed a full-scale
prototype of an immersive skywalk bridge
segment for the King Abdullah Financial District
(KAFD) in Riyadh. The final complex will include
over 90 of these bridges.
FULL-SCALE
PROTOTYPING
SV COMPANY PROFILESV LABS FULL-SCALE PROTOTYPING

INNOVATIVE
TECHNOLOGY
Developed internally by StandardVision, our
media broadcast system can synchronize
real-time streaming data across thousands of
LED fixtures, playing smooth 16 bit high definition
video. With automatic active backup servers
and fixture addressing, the SV Runner is fast to
install and never goes down.
SV COMPANY PROFILE77SV LABS INNOVATIVE TECHNOLOGY

EXPERIMENTAL
MEDIA
On our sound stage in Los Angeles, the
StandardVision content team experiments with
theapplicationofvariousspecial effects such
as slow motion photography with super high
resolution cameras.
SV COMPANY PROFILE79SV LABS EXPERIMENTAL MEDIA

We regularly collaborate with world-class,
contemporary fine artists such as Bill Viola, for
whom we create custom LED installations to
showcase his pioneering work.
ARTIST
COLLABORATIONS
BillViola-Crossroads
ArtistBillViolatestingplaybackofhisworkat
StandaVision'sstageinLosAngeles.
SV COMPANY PROFILESV LABS ARTIST COLLABORATIONS

MORE
THAN
LIGHT
83

CONNECTING
PEOPLE AND
PLACES

SELECT
PRODUCTS
MEDIA FAÇADE
SV Exterior Blade
SV Interior Blade
SV Tesselated Panel
SV Volumetric Projector
NARRATIVE LIGHTING
SV Replicant
SV Nexus
SV Tyrell
SV Exterior Dot
SV Ion
SV Pole Light
CONTROL SYSTEM
SV Runner
SV Product Index

SELECT PRODUCT INDEX
SV Exterior Blade
Modular Exterior System
p. 91
SV Interior Blade Module
Modular Interior System
p. 97
SV Interior Blade
Ultra-Thin
p. 101
Modular Exterior System
p. 105
SV Interior Matrix Panel 1.9
Ultra High Definition
p. 109
p. 113
SV Tessellated Panel
p. 117
SV Quad
Integrated Media Display
p. 121
SV Volumetric Projector
High Performance Grazer
p. 125
SV Replicant 3
High-Output Linear Accent
p. 129
SV Nexus 1C & 1W
High-Output Linear Accent
p. 135
SV Tyrell 3
p. 141
SV Tyrell 2
p. 145
SV Exterior Dot
Circular Accent Dot
p. 149
SV Ion
Circular Accent Dot
p. 153
SV Pole Light
Exterior Accent Light
P. 153
SV Interior Dot
Circular Accent Dot
SV Diamond 2
High Resolution Dot
SV Runner
Media Broadcast System
p. 157
NOTEallproductspecifications
subject to change.
SV COMPANY PROFILE89 SV COMPANY PROFILE 90PRODUCTS SV PRODUCT INDEX

SV EXTERIOR
BLADE
MODULAR EXTERIOR
SYSTEM
SV COMPANY PROFILEPRODUCTS SV EXTERIOR BLADE

TheSVExteriorBlademodule’shighlytransparent
17.5mm profile allows for excellent visibility
through glass windows. Its compact weather -
proofed design allows for customizable signage
sizes to accommodate any architectural
application. The modules can be mounted in both
verticalandhorizontalorientationsadaptable for
both new construction and retrofits. High power
SMD LEDs eliminate the color shifting often
seen in inferior outdoor LED displays. Daytime
and nighttime wide viewing angles puts the SV
Exterior Blade at the top of its class.
RGB 0-100% SVLVDS CERT 38-48
VDC IP66
BLADE AND PIXEL SPACING
Usingadisplaycomposed
ofbladescanprovidefora
variablytransparentfaçade
andgivecomprehensive
versatilitytodesignersto
workwithflatorcurved
surfacecomposition,vertical
orhorizontalorientationand
preferredresolution.
HIGH TRANSPARENCY
ThethinprofileoftheSV
ExteriorBladeprovidesa
continuous,highresolution
videodisplaywhile
providingexcellentvisibility
frominteriorspaces.
HIGH BRIGHTNESS SMD
TECHNOLOGY
AsingleSMDcontainsthe
RGBmicrodiodescapable
offullcolorreproduction.
Theirbrightnessiscompa-
rabletolessefficientLED
lamps,allowingtheSMDs
tobeunder-driven,thereby
achievinglongerlife.
WEATHERPROOFED
IP66rated,theSVExterior
Bladeisfullysealedand
designedtoshedwater
whilemaintainingfull
playbackfunctionality.
35 mm
[1.37"]
17.5 mm
[.688"]
BLADE PROFILE 17.5mm X 35mm
LED SPACING Variable (shown above at 18.4mm)
LengthVariable
SOLUTION MediaFaçade
PRODUCT SVExteriorBlade&SVReplicant
PROJECT MarriottCourtyard&ResidenceInn
atL.A.Live,LosAngeles
SV EXTERIOR BLADE MODULAR EXTERIOR
SYSTEM
FEATURES
>> Delivered in light-weight modules for fast
and easy installation.
Withstands high winds and harsh
environmental conditions.
High transparency, dependent on application.
Mountingmechanismsallowforseismicactivity.
Minimal visible cabling from interior.
SV COMPANY PROFILE 94PRODUCTS SV EXTERIOR BLADE

PRODUCT SVExteriorBlade
PROJECT TamanAnggrek,Jakarta
ArtEverywhereUS
StandardVisionwasaproudparticipantinArt
EverywhereUS,thelargestoutdoorartshowever
conceived.StandardVisionwaspartofanationwide
networkofbillboards,bussheltersandoutdoor
postingsexhibitingselectionsfromthecampaign's58
artworksrepresentingAmericanhistoryandculture.
StandardVisionworkedwithOutdoorAdvertising
AssociationofAmericatobringimagesofsixgreat
Americanworksofarttothefour-storyLEDmedia
façadeoftheMarriottCourtyardResidenceInnatL.A.
Live,LosAngeles.
SV COMPANY PROFILEPRODUCTS SV EXTERIOR BLADE

SV INTERIOR BLADE
MODULE
MODULAR INTERIOR
SYSTEM
SV COMPANY PROFILEPRODUCTS SV INTERIOR BLADE MODULE

SV INTERIOR BLADE
MODULE
MODULAR INTERIOR
SYSTEM
WRAP AROUND DISPLAY
SVInteriorBladeModules
aredesignedwithmitered
cornerstoallowcontinuous
displayaround90°turns.
INTEGRATED DRIVER
Thedriver,controllerand
allcablingareintegrated
intothemoduletoprovide
acleanfinishandeasy
installation.
HIGH BRIGHTNESS SMD
TECHNOLOGY
Thebrightnessiscomparable
tolessefficientLEDlamps,
allowingSMDstobeunder-
driven,therebyachieving
longerlife.
BLADEANDPIXELSPACING
Usingadisplaycomposedof
bladesprovidesavariable
transparentfaçadeand
givescomprehensivever-
satilitytodesignerstowork
withflatorcurvedsurface
composition,verticalor
horizontalorientationand
The SV Interior Blade Module allows for a high
degree of transparency. The driver and controller
are integrated and concealed within each unit,
minimizing cabling concerns. High power SMD
LEDs eliminate color shifting.
FEATURES
Delivered in light-weight modules for fast
and easy installation.
High transparency.
Exceptional brightness.
Cabling is concealed in each module.
25mm
[.984]
12.5mm
[.492]
16 BLADE MODULE
DIMENSIONS 800mm x 2,000mm
BLADE PROFILE 12.5mm x 25mm
LED SPACING 12.5mm
32 BLADE MODULE
DIMENSIONS 800mm x 2,000mm
BLADE PROFILE 12.5mm x 25mm
LED SPACING 12.5mm
2,000mm
[78.74]
RGB 0-100% SVLVDS CERT 36VDC IP51
PRODUCT SVInteriorBladeModule
PROJECT ArdenFair,Sacramento
99
SV COMPANY PROFILEPRODUCTS SV INTERIOR BLADE MODULE

SV INTERIOR BLADE
ULTRA- THIN
MODULAR INTERIOR
SYSTEM
SV COMPANY PROFILEPRODUCTS SV INTERIOR BLADE-ULTRA THIN

SEAMLESS CURTAIN-WALL
INTEGRATION
Asaninteriordisplay
solution,theSVInterior
BladeUltra-Thinoffers
unparalleledintegrationwith
anycurtain-wallorstore
frontsystem.Designedto
disappearfromtheinside,all
componentsareconcealed
withdiscreetcoversfinished
tomatchadjacentmullions.
ULTRA THIN BLADE DESIGN
Extrudedaluminumbladesare
designedtobelight-weight
whilesupportingthefull
lengthoftheLEDarray.An
ultrathinprofileminimizes
thevisualimpactyetcreatesa
distinctive,highperformance
displaysystem.
BLADEANDPIXELSPACING
Usingadisplaycomposedof
bladesprovidesavariable
transparentfaçadeand
givescomprehensivever-
satilitytodesignerstowork
withflatorcurvedsurface
composition,verticalor
horizontal orientationand
The SV Ultra Thin Interior Blade has a 9mm
profile making this interior blade among the
smallest in the world. The thinness of the blade
is an architectural asset which blends the
media screen into other building elements. With
limitless variable spacing between blades,
the system achieves a degree of transparency
appropriate for any installation. Architecturally
integrated components for power and control
make the system components virtually invisible.
FEATURES
Superior 120 vertical and horizontal
viewing angles.
High efficiency, long life, full color micro diodes.
Exceptional brightness.
Flexible pixel spacing available.
VDC IP51
SOLUTION Media Façade
PROJECT Wilshire Grand, Los Angeles
SV INTERIOR BLADE
ULTRA-THIN
MODULAR INTERIOR
SYSTEM
9mm
[.354]
9mm
[.354]
BLADE PROFILE 9mm x 9mm
LED SPACING Variable (as shown above at 8.818mm)
LengthVariable
PRODUCT SVInteriorBladeUltra-Thin(actualfixturetop)
PROJECT WilshireGrand,LosAngeles
HIGH BRIGHTNESS AND
TECHNOLOGY
Thebrightnessiscomparable
tolessefficientLEDlamps,
allowingSMDstobeunder-
driven,therebyachieving
longerlife.
SVINTERIORBLADEULTRA-THIN (actualfixture)
UPDATED
IMAGE
SV COMPANY PROFILE 104PRODUCTS SV INTERIOR BLADE-ULTRA THIN

SV EXTERIOR
MATRIX PANEL
MODULAR EXTERIOR
SYSTEM
SV COMPANY PROFILEPRODUCTS SV EXTERIOR MATRIX PANEL

The SV Exterior Matrix Panel is an outdoor display
system utilizing SMD LEDs. It offers broad
color rendition, wide viewing angles and high
brightness capable of competing with sunlight.
The panel’s thin profile is ideally suited to
architectural integration and its versatile design
can be serviced from front or rear. The display is
fully weatherproofed and energy efficient.
SV EXTERIOR MATRIX
PANEL
VAC IP65
IMAGE CLARITY
Microcolortechnologyallows
closerviewingwithsuperb
colorrenderingandclarity.
SEAMLESS MOUNTING
NearlyaninfinitesizedLED
screencanbeimaginedand
builtusing SVExteriorMatrix
Panel’smodulartechnology.
VIEWINGANGLE
ThemicroRGBLEDsoftheSV
ExteriorMatrixPanelprovide
muchgreaterviewingangles
ascomparedtotraditional
LEDscreensand accurate
colorrendering.Imagesare
faithfullydisplayedfrom
nearlyanyvantagepoint.
EXTERIOR RATED
Weatherproofed,LED
technologywillperform
flawlesslyinany
environmentalcondition
fromwetanddamptodusty
andsandy.
MODULAR EXTERIOR
SYSTEM
77mm
[3.03”]
60mm
[2.36”]
400mm
[15.74”]
400mm
[15.74”]
SOLUTION MonumentSignage
PRODUCT SVExteriorMatrixPanel
PROJECT ArdenFair,Sacramento
FEATURES
Accessible from both front and rear.
Small pixel pitch for higher resolution.
Low energy usage.
Thin and lightweight.
Various pitch dimensions.
SV COMPANY PROFILE 108PRODUCTS SV EXTERIOR MATRIX PANEL

SV INTERIOR
MATRIX PANEL
1.9 UHD
MODULAR INTERIOR
SYSTEM
109
SV COMPANY PROFILE
PRODUCTS SV INTERIOR MATRIX PANEL 1.9 UHD SV COMPANY PROFILE 110

SV Interior Matrix Panel 1.9 UHD is comprised of
365mm x 325mm arrays of the highest quality
SMD LED’s, combining the broadest color
rendition, widest viewing angles and highest
brightness with extremely precise pixel spacing.
The SV Interior Matrix Panel 1.9 UHD is capable
of displaying super high resolution content
viewable from any distance. Refresh rates in
excess of 240Hz and fiber data interconnects
give the SV Interior Matrix Panel 1.9 UHD the
perfect performance characteristics for extreme
sized interior displays.
SV INTERIOR MATRIX
PANEL 1.9 UHD
MODULAR INTERIOR
SYSTEM
FEATURES
Superhighresolutionatanydistance.
Lightweight.
Highprecisionframe.
PRECISE ALIGNMENT
Theflexiblemountingsystem
oftheSVInteriorMatrix
Panel1.9UHDallowsfor
unlimitedconfigurations,
fromsolidLEDwalltocustom
skinninginstallation, while
maintainingprecisepanel
alignment.
SUPER HD RESOLUTION
MicroRGBdiodesarepacked
ontoasingleSMDLEDwhich
offerssuperiorcolorrender-
ingandhighspeedrefresh
ratescapableof displaying
fullmotioncontent.
MICRO PIXELS
InteriorMatrixPanel1.9UHD
providemuchgreater
viewinganglesascompared
to traditionalLEDscreens
andmoreaccuratecolor
rendering.
HIGH PRECISION FRAME
Anintegratedhousingoffers
easyinstallationand
concealedelectronics.
VDC IP51
127mm
[5.00]
325mm
[12.79]
365mm
[14.37]
WWW.STANDARDVISION.COM StandardVision, LLCWWW.STANDARDVISION.COM StandardVision, LLC
SV COMPANY PROFILE111 SV COMPANY PROFILE 112PRODUCTS SV INTERIOR MATRIX PANEL 1.9 UHD

SV INTERIOR
MATRIX PANEL
MODULAR INTERIOR
SYSTEM
SV COMPANY PROFILEPRODUCTS SV INTERIOR MATRIX PANEL

SVInteriorMatrixPanelsarecomprisedof400mm
x400mmarraysofthehighestqualitySMDLED’s
offeringbroadcolor rendition,wideviewingangles
and high brightness. Unique to the design of the
SV Interior Matrix Panel is a display capable of
being serviced from the front or rear. This permits
narrow designs against interior walls without rear
access. Refresh rates in excess of 240Hz and fiber
data interconnects give the SV Interior Matrix
Panel the perfect performance characteristics for
extreme sized displays.
SV INTERIOR MATRIX
PANEL
MODULAR INTERIOR
SYSTEM
FEATURES
Accessible from the front or rear.
Lightweight.
High precision frame.
Variouspitchdimensionswithinsamepanelsize.
COLOR RENDERING
offerssuperiorcolorrender-
ingandhighspeedrefresh
ratecapableof displaying
fullmotioncontent.
MAINTENANCE
ACCESSIBILITY
ThemodularSVInterior
MatrixPaneloffersmultiple
maintenanceaccess
solutions,includingfrontor
rearserviceaccess,making
thepanel suitableforany
installation.
MODULAR MOUNTING
TheSVInteriorMatrixPanel’s
flexiblemountingsystem
allowsforunlimited
configurations,fromsolid
LEDwalltocustomskinning
installation, whilemaintaining
precisepanelalignment.
VIEWING ANGLE
InteriorMatrixPanelprovide
VDC IP51
127mm
[5.00]
400mm
[15.75]
400mm
[15.75]
NEW IMAGE
SV COMPANY PROFILE 116PRODUCTS SV INTERIOR MATRIX PANEL

SV TESSELLATED
PANEL
MODULAR INTERIOR
SYSTEM
SV COMPANY PROFILEPRODUCTS SV TESSELLATED PANEL

SV Tessellated Panels are triangle modules of
the highest quality SMD LED’s offering broad
color rendition, wid viewing angles and high
brightness capable of competing with sunlight.
The SV Tessellated Panel offers supreme design
flexibility with unique free-form geometry and
continuous pixel pitch. Refresh rates in excess
of 240Hz and fiber data interconnects give the
SV Tessellated Panel the perfect performance
characteristics for media displays on dynamic
curvatures.
SV TESSELLATED PANEL MODULAR INTERIOR/
EXTERIOR SYSTEM
FEATURES
Multi-facetedpanelsofferunprecedented
designflexibility.
Accessiblefromthefrontorrear.
Lightweight.
Highprecisionframe.
PRECISE ALIGNMENT
TheSVTessellatedPanel’s
flexiblemountingsystem
maintainsprecisepanel
alignment.
VIEWING ANGLE
TessellatedPanelprovide
MODULAR MOUNTING
TheSVTessellatedPanel’s
modularmountingsystem
allowsforunlimited
configurations,fromsolid
LEDwalltocustomskinning
installation.
RGB 0-100% SVLVDS CERT 36 VDC IP51
Variable
Variable
Design examples
COLOR RENDERING
offerssuperiorcolorrendering
andhighspeedrefreshrates
capableof displayingfull
motioncontent.
SV COMPANY PROFILE 120PRODUCTS SV TESSELLATED PANEL

SV QUAD MODULAR INTERIOR
SYSTEM
SV COMPANY PROFILEPRODUCTS SV QUAD

The SV Quad is comprised of ultra thin, high
resolution arrays of the highest quality SMD
LED’s, combining broad color rendition, wide
viewing angles and high brightness diodes with
extremely precise pixel spacing. The SV Quad is
capable of displaying high resolution content
viewable from 360° or in custom configurations.
Refresh rates in excess of 240Hz and fiber data
interconnects give the SV Quad the perfect
performance characteristics for a stand-alone
feature or a graphic media cluster.
SV QUAD
NEW
MODULAR INTERIOR
SYSTEM
FEATURES
Four-sidedLEDdisplayfor360°viewing.
Minimalbezelcorners.
Customtileconfigurations.
Flexiblemountingatcustomangles.
PRECISE PANEL ALIGNMENT
TheSVQuad’sflexible
mountingsystemallowsfor
unlimitedconfigurationwhile
maintainingprecisepanel
alignment.
MAGNETIC MOUNTING
TheSVQuad’smodular,
magneticLEDpanelsallow
easyaccesstointerior
electronicswithintheunit's
continuousaluminum
sub-frame.
SUPER HD RESOLUTION
offershighspeedrefresh
ratescapableof displaying
fullmotioncontentand
superiorcolorrendering.
VDC IP51
2438mm
[96]498mm
[19.5]
127mm
[5.00]
152mm
[6.00]
Lengths variable
HIGH PRECISION FRAME
Integratedmountingcaps
offereasyinstallationfor
suspendedorangular
applications.
SV COMPANY PROFILE 124PRODUCTS SV QUAD

SV VOLUMETRIC
PROJECTOR
HIGH PERFORMANCE
GRAZER
SV COMPANY PROFILEPRODUCTS SV VOLUMETRIC PROJECTOR

A specially designed LED module that can be
arrayed to create dynamic lighting systems over
large façades, each Volumetric Projector has
three pixels of multiple high output RGB LEDs
casting light upward through a customized
optical prism that creates a triage of light at
three distinct angles. An additional front pixel of
soft,diffusedRGBlightoffersasemi-specular
accent. Each individual pixel can be controlled
for superior color mixing.
SV VOLUMETRIC
PROJECTOR
HIGH PERFORMANCE
GRAZER
HIGH PERFORMANCE
HOUSING
Fullysealedchamberswithin
themachinedaluminum
bodyforthetopLEDarray
anddriverelectronics.
RatedtoIP66and designed
forextremetemperatures.
SUPERIOR OPTICS
Thethreetoppixel’sangles
andlightmixtureare
customizablefordifferent
applications,viaasimple
replacementofthetop
prismlens.
4TH PIXEL
AnindependentRGB
frontpixelextendsthe
creativepossibilitiestothe
façadelightingasadirect
viewsource.
EXCEPTIONAL COLOR
ThehighoutputLEDsare
capableofcastinglightfloor
tofloor.Advancedsoftware
providesgranularcontrolof
thepixelwhite balanceand
colormixing.
RGB 0-100% SVLVDS CERT 48VDC IP66
391mm
[15.39]
175mm
[6.88]
127mm
[5.00]
PRODUCTS SV VOLUMETRIC PROJECTOR
FEATURES
Fully customized optical lens splits content
using prisms as a triage of light.
Contains three upward facing pixels and one
front facing pixel.
Up to 48 fixtures on one data chain.
Seamless internal mounting to affix to
building façades.
Superiorcolormixingandwhitebalancecontrol.
Integrated error detection.
PRODUCT SVVolumetricProjector
PROJECT ITCC,Riyadh
80°mm
28.6°
28.6°28.6°
SV COMPANY PROFILE127 SV COMPANY PROFILE 128

SV REPLICANT HIGH-OUTPUT LINEAR
ACCENT
SV COMPANY PROFILEPRODUCTS SV REPLICANT

FIXTURE HOUSING
TheSVReplicant3’spoly-
carbonatelenscoverwill
maintainitsoriginalfinish,
colorationanddiffusion
qualityevenwhenoperating
underextremeenvironmental
conditions.Thealuminum
housingprotectselectronic
componentsandallowsfor
versatilemountingsolutions.
ONBOARD DRIVER
Drivenbystreamingmedia
content,theSVReplicant’s
driverdeliversthebroadest
colorgamutallowingthe
mostsubtleblendingof
colorandlight,allwhile
deliveringindustryleading
refreshrates.
CONNECTOR DESIGN
Militarygradeconnectors
provideashielded,hot-
swappableandwater-tight,
fullysecureconnectionfor
bothDCpowerandhighspeed
datainasingleconnector.
LED BOARD
Specializedselectionof
thefinestLEDsarecentral
toStandardVision’sLED
boarddesigninachieving
tighttolerancesofcolorand
brightnessalongwithlong
lifeandpowerefficiency.
The SV Replicant 3 is a modular accent lighting
fixture controllable by motion media content and
offered in standard and high brightness LED
models. The SV Replicant 3 is designed to
enhance any architectural element in a fully
integrated system offered in over 400 length
variations to create a customizable continuous
length of light that exceeds any other accent light
in its class. A seamless UV-rated polycarbonate
cover fully protects the active electronics from
all environmental conditions. The SV Replicant 3’s
reliability is further augmented by a DC power
system that is centralized for redundancy and
easy maintenance.
FEATURES
Continuous jointless diffuser.
Discreet wall mounting options.
12.5mm LED spacing.
Available in 25mm length increments from
300mm to 3000mm.
Optional end caps.
Remote low voltage DC power.
Up to 50m of fixture from a single power feed.
Mapping software capable of fixture
interaction with adjacent media screens.
Clear and diffused lens covers available.
SV REPLICANT 3
DC IP66RGB 0-100% SV LVDS CERT
Length Variable
Specify length in 25mm increments, between 300-3000mm.
34.4 mm
[1.35]
58.8 mm
[2.31]
33 mm
[1.29]
SOLUTION MediaFaçadeAccentLighting
PRODUCT SVExteriorBladeSVReplicant
PROJECT MarriottCourtyardResidenceInn
ArchitecturallyintegratedintothenewMarriott
CourtyardResidenceInnatL.A.Live—thisisthe
largest,full-motionmediafaçadeinLosAngeles.
SVReplicantfixturesprovidealinearaccentlighting
systemthatwrapsthebuildinginacolorpalette
coordinatedwiththecontentplayingonthehigh
resolutionscreen.
HIGH-OUTPUT LINEAR
ACCENT
SV COMPANY PROFILE131 SV COMPANY PROFILE 132PRODUCTS SV REPLICANT

SOLUTION AccentLighting
PRODUCT SVReplicant
PROJECT WilshireGrand,LosAngeles
and17Parcels,Riyadh
SV COMPANY PROFILEPRODUCTS SV REPLICANT

SV NEXUS HIGH-OUTPUT LINEAR
ACCENT
SV COMPANY PROFILEPRODUCTS SV NEXUS 1

SV NEXUS 1C
DC IP66RGB 0-100% SV LVDS CERT
HIGH-OUTPUT LINEAR
ACCENT
SMD LED CLUSTER
SMDLEDclustersprovide
longlifespanandincreased
brightnessatlargerpixel
spacingsachievingan
economyofscaleidealfor
largeinstallations.
INTEGRATED MOUNTING
Variablefixturelengthsand
integratedmountingoptions
allowforcreativearchitec-
turaldesign.
CONNECTORDESIGN
WeatherproofedIP68
connectorsinsureclean
contactandsmoothdimming.
Metalhousingallowsfor
shieldingtoprotectfrom
electromageneticinterface.
The SV Nexus 1C is a modular linear accent
fixture controlled by motion media content that
provides pixel optimization ideally suited for
large building façades. The SV Nexus 1C is a fully
integrated solution designed to enhance any
linear architectural element with custom module
lengths, increased brightness per pixel and
variable mounting methods that exceed any
other accent light in its class. The Nexus 1C's
reliability is further augmented by a centralized
DC power system to maximize availability,
efficiency and redundancy while minimizing
maintenance and streamlining installation.
Length Variable
Specify length in 50/100mm increments, between 200-3000mm.
20 mm
[.78]
35 mm
[1.37]
FEATURES
Continuous pixel pitch across multiple fixtures.
High speed video data distributed over fiber
network.
Four-LED clusters every 100mm.
Optional 50mm spacing.
Centralized and conditioned DC voltage
distribution or localized AC voltage distribution.
Up to 60 linear meters using only two outputs.
interaction with adjacent media products.
Exterior treated LEDs require no cover.
SUPERIOR OPTICS
The SV Nexus 1C offers
exceptional brightness and
160° vertical and horizontal
viewing angles.
160°mm
SV COMPANY PROFILE137 SV COMPANY PROFILE 138PRODUCTS SV NEXUS 1

SMD LED CLUSTER
SMDLEDclusterallowsfor
dynamicadjustablewhite
colorbalancing(from
warmtocool)andimproves
viewingangles.Superior
brightnessandlifespan.
INTEGRAl DIFFUSER WINGS
Uniqueribbeddiffuser
wingsenlargetheeffective
pixelsizeandfocuspixel
brightnessoutward.
CONNECTOR DESIGN
WeatherproofedIP68
connectorsinsureclean
contactandsmoothdimming.
Metalhousingallowsfor
shieldingtoprotectfrom
electromageneticinterface.
The SV Nexus 1W is a modular linear accent
fixture controlled by motion media content that
provides pixel optimization ideally suited for
large building façades which can exceed 2,000
pixel resolution. The SV Nexus 1W is the first
high quality linear fixture capable of transition-
ing between warm and cool whites, by utilizing
a 4-LED cluster of both diode types. This elegant
fully integrated solution is designed to enhance
any linear architectural element where a new
interpretation of white only is required. Utiliz-
ing custom module lengths, increased bright-
ness per pixel and variable mounting methods,
the Nexus 1W exceeds all white only
accent lights in its class.
SV NEXUS 1W
REVISED
REVISED
DC AC IP660-100% SVLVDS CERTWHITE RGB/W/A
34.4 mm
[1.35]
29.3 mm
[1.15]
HIGH-OUTPUT LINEAR
ACCENT
FEATURES
Dynamically variable white color temperature.
Continuous pixel pitch across multiple fixtures.
High speed video data distributed via fiber
network.
Four-LED clusters every 100mm.
Optional 50mm spacing.
Centralized and conditioned DC voltage
distribution or localized AC voltage distribution.
Up to 60 linear meters across two outputs.
interaction with adjacent media products.
Exterior treated LEDs require no cover.
Length Variable
Specify length in 50/100mm increments, between 200-3000mm.
SUPERIOR OPTICS
The SV Nexus 1W offers
exceptional brightness and
beam spread ranging from
160° SMD visibility to 95°
wing-directed light.
95°mm
SV COMPANY PROFILE139 SV COMPANY PROFILE 140PRODUCTS SV NEXUS 1

SV TYRELL 3 HIGH PERFORMANCE
GRAZER
SV COMPANY PROFILEPRODUCTS SV TYRELL 3

SV Tyrell 3 is a high powered LED surface
washing luminaire with light intensity and color
control via video playback. Designed for a long
life-span in the harshest of outdoor environments,
the SV Tyrell 3 is specifically designed to
dissipate high heat to maximize the longevity
of the LED and ensure high brightness while
consuming less power.
MOUNTING CHANNELS
TheSVTyrell3isoutfitted
withauniqueconcealed
side-mountrailtoassistany
installationrequirement.
CONTROL PROTOCOL
Videoplaybackallows
forsmoothmediaover
multi-channelLEDclusters.
Eachfixtureservesasfour
videopixels.
HOUSING DESIGN
Theanodizedaluminum
alloyhousingisengineered
towithstandextreme
temperatureconditions.End
capdesignallowsforwater
drainageinallmounting
positions.
RGB/W 0-100% SVLVDS CERT 36-48
VDC IP66
GRAZER
1000mm
[39.37]
75 mm
[2.95]
76.5 mm
[3.01]
FEATURES
Optics that achieve 92% light transmission,
available in different angles.
Intuitive design allows for multi-side mounting
and for the addition of accessories with use of
mounting rails.
Onboard high-powered driver allows for
several control protocols including
video-based processing, that resolves color
to a full 16 bits.
SOLUTION NarrativeLighting
PRODUCT SVTyrell3
PROJECT Phase2,Riyadh
REVISED
NEED ADJUST
NEW IMAGE
NEW IMAGE
REVISED
CONNECTOR DESIGN
WeatherproofedIP68DC
datareceptacleinsures
cleancontactandsmooth
dimming.Metalhousing
allowsforshieldingto
protectfromelectro
magneticinterference.
SV COMPANY PROFILE143 SV COMPANY PROFILE 144PRODUCTS SV TYRELL 3

GRAZER
SV COMPANY PROFILEPRODUCTS SV TYRELL 2

SV Tyrell 2 is a high powered LED surface washing
luminaire with light intensity and color control
via video playback or with the DMX lighting
protocol. Designed for a long life-span in the
harshest of outdoor environments, the SV Tyrell 2
is specifically designed to dissipate high heat
to maximize the longevity of the LED and ensure
high brightness while consuming less power.
LENS COVER DESIGN
PolycarbonateUVprotected
lenscoverisdesignedto
withstandextremeweather
conditionsandtempera-
tures.Itisengineeredto
accommodatethestresses
ofnaturalexpansionand
shrinkageduetoheatand
cold.Lensoptionsinclude
clearandvaryinglevelsof
diffusion.
MOUNTING CHANNELS
TheSVTyrell2isoutfitted
withauniquethree-axis
mountingsystemallowing
mountingbracketsand
accessoriestomountinany
ofthethreerails,increasing
fixtureintegrationper
application.
CONTROL PROTOCOL
Videoplaybackallows
forsmoothmediaover
multi-channelLEDclusters.
Eachfixtureservesastwo
videopixels.Alternatively
DMXlightingprotocolenables
communicationbetween
standardDMXcontrollers.
HOUSING DESIGN
Thecustomaluminum
alloyhousingiscoated
inlong-lastingPVDFand
engineeredtowithstand
extremetemperature
conditions.Endcapdesign
allowsforwaterdrainagein
allmountingpositions.
WHITE RGB/W/A 0-100% SVLVDS DMX512 CERT 36-48
VDC IP66
GRAZER
1000mm
[39.37]
75 mm
[2.95]
76.5 mm
[3.01]
FEATURES
Optics that achieve 92% light transmission,
available in different angles.
Intuitive design allows for multi-side mounting
and for the addition of accessories with use of
mounting rails.
Onboard high-powered driver allows for
several control protocols including
video-based processing, DMX512 or DALI
control that resolves color to a full 16 bits.
SOLUTION NarrativeLighting
PRODUCT SVTyrell2
PROJECT 17Parcels,Riyadh
SV COMPANY PROFILE147 SV COMPANY PROFILE 148PRODUCTS SV TYRELL 2

SV EXTERIOR DOT CIRCULAR ACCENT DOT
SV COMPANY PROFILEPRODUCTS SV EXTERIOR DOT

40 LED PIXEL
TheentireSVExteriorDotis
designedforworkingin
harshconditions.Witha
40LEDarrangement,each
diodecanbeunder-driven
therebyincreasingthe
fixtureslongevity.
COMBINED POWER AND
CONTROL
Auniquetwowiresystem
providesDMXandDCpower
overthesamewirepairs.
Highqualitymilitary-grade
connectorsprovide robust,
IP66ratedconnections
andallowtheDotstrings
toextendto50nodesanda
distanceof30meters.
OPTIONAL LENS COVER
TheSVExteriorDot’sclear,
lens-lesssystemnaturally
givesoffasimple,evenglow
effectthat,combinedwith
adiffusedcover, providesa
softglow.
A forty LED pixel arrangement makes up each SV
Exterior Dot pixel, which can be strung up to fifty
nodes. The SV Exterior Dot can functionequally
wellindirectviewasanaccent or under a dif-
fused cover. Flexible DMX control and DC power
can be multiplexed ontoSVthinjumpercablesfor
discreteinstallation.
SV EXTERIOR DOT CIRCULAR ACCENT DOT
RGB 0-100%
2-WIRE
DMX+DC CERT 36VDC IP66
INDIVIDUAL
ADDRESSABILITY
EachSVExteriorDotis
externallyassignedapixel
address,creatingasystem
capableofproducingdynamic
colorcontentaswellas
preprogrammedeffects.
60mm
[2.36]
117mm
[4.60]
FEATURES
3-in-1 full color RGB LED.
DMX driven accent dot allows for customizable
grid of video content.
Capable of being integrated into any housing
for unlimited types of installations.
Intuitive mapping allows for quicker
programming time.
Each fixture addressed remotely, dependent
on cabling scheme.
117mm
[4.60]
PRODUCT SVExteriorDot
PROJECT ITCC,Riyadh
SV COMPANY PROFILE151 SV COMPANY PROFILE 152PRODUCTS SV EXTERIOR DOT

SV ION CIRCULAR ACCENT DOT
SV COMPANY PROFILEPRODUCTS SV ION

32 LED PIXEL
TheSVIonisdesignedto
workinharshconditions.
Witha32LEDarrangement,
eachdiodecanbeun-
der-driventherebyincreas-
ingthefixture'slongevity.
CONNECTORDESIGN
andallowSVIonstringsto
extendto64nodes.
LENS COVER DESIGN
Glasslenscoverisdesigned
towithstandextreme
weatherconditionsand
temperatures.
The SV Ion isadirectviewaccentlight fixture.
A thirty-two LED pixel arrangement makes up
each SV Ion, which can be strung up to 64 nodes.
Video control and DC power can be multiplexed
viaSVthinjumpercablesfordiscreteinstallation.
SV ION CIRCULAR ACCENT DOT
RGB 0-100% CERT 36VDC IP66SVLVDS
INDIVIDUAL
ADDRESSABILITY
EachSVIonisexternally
assignedapixeladdress,
creatingasystemcapable
ofproducingdynamiccolor
contentaswellas
67mm
[2.63]
127mm
[5.00]
FEATURES
LVDS driven accent dot allows for customiz-
able grid of video content.
programming time.
on cabling scheme.
127mm
[5.00]
PRODUCT SVIonDotandSVReplicant
PROJECT WHotel,Dubai
SV COMPANY PROFILE155 SV COMPANY PROFILE 156PRODUCTS SV ION DOT

SV POLE LIGHT EXTERIOR ACCENT LIGHT
SV COMPANY PROFILEPRODUCTS SV POLE LIGHT

40 LED PIXEL
TheentireSVExteriorDotis
designedforworkingin
harshconditions.Witha
40LEDarrangement,each
diodecanbeunder-driven
therebyincreasingthe
fixtureslongevity.
COMBINED POWER AND
CONTROL
Auniquetwowiresystem
providesDMXandDCpower
overthesamewirepairs.
andallowtheDotstrings
toextendto50nodesanda
distanceof30meters.
OPTIONAL LENS COVER
TheSVExteriorDot’sclear,
lens-lesssystemnaturally
givesoffasimple,evenglow
effectthat,combinedwith
adiffusedcover, providesa
softglow.
A forty LED pixel arrangement makes up each SV
Exterior Dot pixel, which can be strung up to fifty
nodes. The SV Exterior Dot can functionequally
wellindirectviewasanaccent or under a dif-
fused cover. Flexible DMX control and DC power
can be multiplexed ontoSVthinjumpercablesfor
discreteinstallation.
SV POLE LIGHT EXTERIOR ACCENT LIGHT
RGB 0-100%
2-WIRE
DMX+DC CERT 36VDC IP66
INDIVIDUAL
ADDRESSABILITY
EachSVExteriorDotis
externallyassignedapixel
address,creatingasystem
capableofproducingdynamic
colorcontentaswellas
FEATURES
DMX driven accent dot allows for customizable
grid of video content.
programming time.
on cabling scheme.
117mm
[4.60]
PRODUCT SVPoleLight
PROJECT Phase2,Riyadh
152mm
[6.00]
Height variable
SV COMPANY PROFILE159 SV COMPANY PROFILE 160PRODUCTS SV POLE LIGHT

SV RUNNER MEDIA BROADCAST
SYSTEM
PRODUCT SVExteriorBladeSVReplicant
PROJECT MarriottCourtyardResidenceInn
SV COMPANY PROFILEPRODUCTS SV RUNNER

StandardVision’s SV Runner media broadcast
system is capable of delivering 16bit HD video
content to thousands of LED fixtures simultane-
ously, allowing for full-scale synchronization of
real-time streaming data. The SV Runner offers
unparalleled communication speed, automatic
system redundancy and bi-directional error
feedbackreporting.Additionally,StandardVision’s
Video Control Fiber Router allows for data runs
for distances exceeding 2,000 meters.
Our robust system transcends the limitations of
traditional lighting protocols, such as DMX512,
to meet the broadcast quality playback standards
demanded by advertisers and audiences alike.
FEATURES
Intuitiveinterfacedesignforusersatalllevels.
Faster on-site installation and maintenance
with automatic fixture addressing.
Bi-directional error feedback reporting.
Automatic active backup server ensures no
system downtime.
Synchronization of real-time streaming data
across thousands of LED fixtures.
Smooth 16bit high definition video playback.
CLOCKSADS
DISPLAY DATABASES SHOW
1:45
2:00
2:15
2:30
2:45
CONTENT
EFFECT
COLOR PALETTE
STANDARDVISION
MEDIABROADCASTSYSTEM
TYPICAL
DMXCONTROLSYSTEM
Maximum Data Cable Length 2,000 Meters 100 Meters
Pixels per Data Cable 1040 Pixels 80 Pixels
Fixtures Per Output 25 10
Bit Rate 16 bit 8 bit
Controller Refresh Rate 75-60Hz 44Hz
Media Playback Full 1920 x 1080 HD Not Available
Video Playback Quality Smooth Playback Inconsistent/Stepped Playback
Programming Intuitive Interface Requires Specialized Knowledge
Light Fixture Addressing Automatic
(faster on-site installation maintenance)
Manual
(lighting fixture address set individually)
Control Redundancy Automatic active backup server incorprated. Manualswitch-overtobackupsystemrequired.
Connectivity Fiber Copper
CONTENT MANAGEMENT SYSTEM
SV RUNNER MEDIA BROADCAST
SYSTEM
SYSTEM COMPARISONS FOR LINEAR ACCENT LIGHTING
MEDIABROADCASTSYSTEM
MediaFaçades,NarrativeImmersiveEnvironments
TheSVRunnermediacontrolsystemisdrivingavarietyof
solutionsaroundtheworld.
SV COMPANY PROFILE163 SV COMPANY PROFILE 164PRODUCTS SV RUNNER

FILMMAKING IS
IN OUR DNA
LIVEACTIONCONTENT
Ouruniquecamerarigsarecapableofcapturing
resolutionsofupto10K.

STANDARDVISION
IS AN INNOVATOR IN
LARGE-SCALE, HIGH
RESOLUTION CONTENT
DEVELOPMENT.

We have the in-house tools and
expertise necessary to produce
uniquecontentdesignedexclusively
for a specific location, fostering a
deeper visual connection to a
structure and bringing brand
identities to life.
GENERATIVECONTENT
Wehavepioneeredtheuseofgenerativeartinlarge-
scalepublicmediadisplays.

MEDIA
CONTENT
Live Action
Generative
Animation
Photography
Responsive
Advertising

The StandardVision team
has more than 30 years of
quality media content
production experience for
major clients worldwide.
StandardVision knows how to create compelling
content because it has been engaged in the
entertainment content production business for
more than three decades and has produced
award-winning films, television commercials,
music videos, DVDs, advertising campaigns and
multimedia installations. Much of its work has
beenforworld-leadingentertainmentcompanies,
such as Disney, Fox, HBO, Paramount Pictures,
DreamWorks, Showtime, Warner Brothers, RCA
Records and Universal.
But producing content for real estate
developments is not the same as producing
motion pictures or television programs. The
form factor, viewing distance, viewing duration
and economics are fundamentally different.
We understand how to create and format content
for this new medium, and have spent years
developing a suite of highly-specialized
equipment and proprietary techniques to do so.
StandardVision offers content subscription
packages for all of its projects, designed to suit
the unique needs of real estate developments
which are on view 24 hours a day, 7 days a week.
CONTENT
EXPERTISE
Our content is as diverse as the cities in which
it appears and is premised on local cultural and
economicconditions,featuringhigh-definition
motiongraphics,andoriginallyproducedimagery
that beautifully conveys a development’s brand,
as well as providing an opportunity for
entertainment, advertising and interactivity.
StandardVision is an innovator in the creation of
cost-effective, spectacular interstitial
programming via its proprietary Generative
Visuals program, which provides an underlying
libraryofperpetually-changing,highlycompelling
and beautifully flowing digital artworks to
seamlessly bookend other content. Generative
art is a computer derived visual art form capable
of self-generating ever-changing, dynamic
imagery through the use of software algorithms.
SV COMPANY PROFILE 174CONTENT CONTENT EXPERTISE

175
WWW.STANDARDVISION.COMStandardVision, LLC StandardVision, LLC
CONTENT CONTENT EXPERTISE

LIVE ACTION WE SPECIALIZE IN BRAND
SPECIFIC FILMMAKING
With our headquarters located in the heart of
Hollywood, the StandardVision team includes
internationally acclaimed filmmakers, editors
and designers.
Our production team has created a unique
camera rig designed to capture super high-
resolution images capable of resolutions up to
10K—almost 18 times the resolution seen at a
typical movie theatre and 5 times the resolution
of an IMAX theatre—allowing us to create the
ultimate immersive branding experiences.
In addition to creating original content for client
installations, we have a vast library of licensed
footage and images available for use in all of
our installations.
SV COMPANY PROFILE 178CONTENT LIVE ACTION

GENERATIVE ENDLESS VARIETY Generative art uses algorithms to “generate”
imagery that endlessly reinvents itself, never
showing the same design twice. We have
pioneered the use of generative art in large-
scale public media displays and enjoy exclusive
relationships with the world’s most renowned
generative artists.
Notonlycanindividualpiecesofartbecreated
generatively,theschedulingofthescreen’soverall
contentcanalsobedynamic.StandardVision’s
proprietary Generative Art Engines are a smart,
cost-effective way to program public video
screens with constantly changing art—the
ultimate antidote to boring, short video loops
deplored by today’s media hungry public.
SV COMPANY PROFILE 180CONTENT GENERATIVE

ANIMATION NARRATIVE IN
MOTION
At StandardVision, we use the same cutting-edge
tools employed by the world’s great filmmakers
to create high-quality 2D and 3D animations.
Our in-house artists and relationships with many
of the world’s leading animators and motion
designers guarantee our ability to deliver fresh
and compelling motion graphics for all of our
installations.
SV COMPANY PROFILE 182CONTENT ANIMATION

PHOTOGRAPHY OUR FOCUS IS
HIGH-DEFINITION
StandardVision’s library of fine art photography
includes thousands of images of all types and
themes. We specialize in super high-definition
photography and have relationships with major
stock photo organizations around the world.
SV COMPANY PROFILE 184CONTENT PHOTOGRAPHY

RESPONSIVE WE BUILD CONNECTIONS
WITH PEOPLE
Our team includes interactive designers,
developers, artists and technicians who can
bring any installation to life using the latest
interactive sensors and protocols. We deliver
compelling and active guest experiences.
INTERACTIVE
topleftbottom:PhotoscourtesyofStudioRoosegaarde.
SV COMPANY PROFILE 186CONTENT INTERACTIVE

ADVERTISING WE BUILD MORE THAN
MEDIA FAÇADES—WE BUILD
REVENUE STREAMS
We work closely with our clients to determine
if their installations are appropriate platforms
to host a sponsored media channel. Our media
valuation process provides revenue projections
to ensure a positive ROI. We create sponsorship
packages that generate maximum revenue
while adhering to high artistic standards.
Our turn-key advertising sales and management
team can handle all media sales and creative
relationships for our clients’ architectural media
channels. Our in-house creative team specializes
in reformatting existing ad materials to fit any
architectural form factor or installation.
CONTENT ADVERTISING

WE PROVIDE EXCLUSIVE
ACCESS TO THE WORLD’S
LEADING ARTISTS.
SELECT ARTISTS Inadditiontoourextensiveartlibraryandoriginal
content creation capabilities, StandardVision
has exclusive agreements for the use in
architecture of artwork by some of the world’s
top digital, generative and video artists,
including the following:
Casey Reas
Robert Seidel
Pascual Sisto
Fader
Andreas Nicolas Fischer
Ria Ama
Holger Lippmann
Lia
Gerhard Mantz
PASCUAL SISTO
Pascual is a video, sculpture and installation
artist living in Los Angeles. Pascual’s work
explores forms of representation through the
use of mathematical structures, patterns and
digital interventions, while repurposing the
imagery and systems from the realm of
theoretical physics.
ROBERT SEIDEL
Robert is a video artist based in Berlin. He makes
layered, organic films that evoke a contemporary
form of moving abstract paintings or associative
drawings. He is interested in pushing the
boundaries of organic beauty and their emotional
perception with visual and scientific technology.
By layering different structural, spatial and
temporal concepts he creates a slowly evolving
complexity.
CASEY REAS
Casey is a software, print and installation artist
living and working in Los Angeles. His work has
been featured in over one hundred solo and
group exhibitions at museums and galleries in
the United States, Europe and Asia.
A professor in the Department of Design Media
Arts at UCLA, he holds an MFA from MIT in Media
Arts and Sciences as well as a BA from the
School of Design, Architecture, Art Planning at
the University of Cincinnati. Together with Ben
Fry, Casey invented Processing, an open source
programming language tool used by most artists
today to create generative art.
SV COMPANY PROFILE189CONTENT SELECT ARTISTS

RIA AMA
Ria Ama creates unique content in a variety of
styles, specializing in abstract art and motion
graphics.
Her experimental animated films have been
screened internationally at numerous festivals
and have received multiple awards.
Ria holds a BFA in Textile Design and Digital Arts
from Parsons School of Design and a MFA from
the USC School of Cinematic Arts, Division of
Animation Digital Arts.
ANDREAS NICOLAS FISCHER
Andreas is a visual artist who focuses on the
physical manifestation of digital processes and
data through the use of generative systems to
create sculptures, videos, prints and installations.
He often takes a code-based approach to his
creative process, removing himself one degree
from the creation, letting the computer execute
his commands with an inherent degree of
randomness. Through this he investigates the
use of automated systems and crowd-curation in
contemporary art production, having his software
generate variables and publishing it to Tumblr to
determine what artistic output is optimal.
GERHARD MANTZ
Gerhard is an artist and sculptor who uses
computer modeling to create his pieces,
independent of the restraints and limitations of
the physical world. He has developed a unique
palette of virtual images, which walk a fine
line between nature and artificiality. His digital
landscapes and cloudscapes appear to be of
the physical world, yet on closer inspection are
eerie constructions.
Recently Gerhard has introduced a series of
computer animations created by a random
sequential generator that produces new images
in real-time.
HOLGER LIPPMANN
Holger is a painter and sculptor who describes
his works as generative paintings, due to his use
of algorithmic structuring to develop image and
color composition.
HestudiedattheArtAcademyDresden,participated
in two years of master class training with Klaus
Schwabe, and received further scholarship
training at the Art Academy Stuttgart, l’Institut
des Hautes Etudes en Art Plastiques in Paris, the
Institute of Technology in New York and CIMdata
in Berlin.
FADER
Fader is a visual artist whose focus is on live
video performance and generative visual art.
His artistic output also includes music videos,
art installations, stage design, projection mapping
and theater.
As a trained illustrator and self-taught
programmer, Fader designs and codes VJ
software. He also develops hardware solutions
using touchscreen and Kinect technologies.
LIA
Austrian artist LIA is one of the early pioneers of
software and net art and has been creating art-
works since 1995. LIA's main tool to create art is
code. Her practice takes on various forms such
as video, real time visual performance, sound
and visual installations, generative applications,
mobile apps, facade projections, 3D printed
sculptures and more.
LIA has exhibited internationally at VA, London:
Kuenstlerhaus, Vienna; Florence Biennale;
Haifa Museum of Art, Israel; Laboral, Spain; ICA,
London; Centre Pompidou, France; Transmediale,
Berlin and many others.
SV COMPANY PROFILE191 SV COMPANY PROFILE 192CONTENT SELECT ARTISTS

MEET OUR
EXECUTIVE
TEAM
Adrian Velicescu, CEO Chief Creative Officer
Brad Gwinn, COO
David Agnew, President
Geo Tutunaru, Managing Director
Alberto Garcia, Chief Technology Officer
Nitin Dhopade, Chief Financial Officer, EVP - Business Operations
Marissa Levin, Studio Director
Beth Elliott, Creative Director
Josh Van Blankenship, Design Manager
HS Moon, Operations Manager - Korea
Ziad Yazbeck, General Manager - Middle East
Agustín González-Garza, Director of Development - Latin America

Adrian studied theatrical and film
lighting at the Academy for Theater
andFilminBucharest.Hemovedto
LosAngelesin1983whereheworked
asadirectorofphotography, media
designer and fine art photographer.
His work has been exhibited
worldwide as part of the renowned
“Light and Space”exhibition at
MOMA and the traveling “New
Blood” exhibit. His commercial
design and photography work have
been featured in Vogue, Elle,
Architectural Record, Domus,
Interne and LA Style, among others.
Adrian has produced and directed
two feature films (“Trumpet #7”
and “The Secret Life of Houses”),
which were official selections of
the Cannes, Sundance, Berlin, Tokyo
and Montreal film festivals.
With over a decade of experience
in advertising, Adrian utilized his
expertise as a brand consultant,
writer and director to create
successful campaigns for
international advertising agencies,
including Young Rubicam,
Ogilvy Mather and Leo Burnett,
with clients such as Disney, House
ofBlues,CatellusDevelopment,NBC,
DiscoveryNetworksandViacom.
ADRIAN VELICESCU
CEO Chief Creative Officer
Adrian is StandardVision’s founder and chief creative
force, and an internationally acclaimed filmmaker,
photographer and designer.
In 2000 Adrian launched StandardVision as a
media laboratory to extend the use of digital
technology into lighting design and bring it to
the world of public art and advertising. Mixing
emergingtechnologywith“outofthebox”creative
thinking, Adrian developed a new visual medium
through the use of media façades and narrative
lighting that delivers the high-quality visuals
today’s audiences demand, while complementing
the architecture and community in which it
resides. Holder of numerous patents, Adrian has
been commissioned by real estate developers
andlocalgovernmentsaroundtheworldtocreate
architecturally-integrated media façades
mixing art and commerce. He has become an
internationally recognized expert in the use of
LED lighting, and a coveted speaker at lighting,
signage and real estate conferences. Adrian
pioneered the development of proprietary
reformatting software for large-scale
architectural media displays and a digital
synchronization distribution platform for
displaying XHD formats of up to 8K on multiple
buildings. He leads StandardVision’s RD
department, and oversees all creative matters
for the company.
QUALIFICATIONS
Extensive experience as a strategic and conceptual
leader with worldwide experience as filmmaker,
designer, producer and urban media technologist.
Internationally renowned media artist - has led
numerous large projects and spearheaded
major innovations.
Ability to understand and master creative and
technical challenges in architectural development
contexts.
Creative output backed by technology and
engineering knowledge.
“Out of the box” thinker.
Vast experience in all aspects of content media
creation.
Visionary in using new media technologies in the
context of architecture.
EDUCATION
I.L. Caragiale Film Academy, Bucharest, Romania
PATENTS
Multiple U.S. Patents
PRIZES AWARDS
National Film Award, Romania, 1981
San Francisco World Photography Expo, First Prize,
1984
Semaine de la Critique, Cannes Film Festival, 1991
Mamaia Advertising Film Festival, Best Commercial,
1996
Produced Brad Paisley music video nominated for
Grammy Award and Country Music Award, 2005
Realcomm Digie Award, Winner Best Use of
Automation in Architecture Design, 2004 and
2007
IESNA Award of Excellence (City of Dreams), 2010
Lumen West Award (City of Dreams), 2010
SV COMPANY PROFILE SV COMPANY PROFILE195 196EXECUTIVE TEAM ADRIAN VELICESCU

SV Company Profile V051215

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