Visitors to Leicester Square saw for themselves in June when they were treated (or subjected, depending on your taste) to a two-week long virtual performance at MTV's TRL building to promote Coldplay's new album, X&Y. EMI label Parlophone hired Madmedia Limited and Rowley's: London to create the groundbreaking technology for the interactive installation.
During the day, passers by saw exclusive MTV Coldplay Live footage with a wall of LED panels that spelt out words using the new Coldplay 'code': Speed of Sound, Make Trade Fair, MTV and X&Y. At night an amazing hologram projection screened 3D video and audio blasts of the MTV Coldplay Live show. And unlike Chris Martin, you could turn the hologram off.