Imagination goes Swedish

The Imagination Group has acquired Swedish Events company Hela Programmet International AB for an undisclosed sum. The move signals the continued expansion of Imagination’s Scandinavian division following the appointment of managing director Staffan Landén in November.

The Imagination Group has acquired Swedish Events company Hela Programmet International AB for an undisclosed sum. The move signals the continued expansion of Imagination’s Scandinavian division following the appointment of managing director Staffan Landén in November.

Hela Programmet was established in 1997 and has produced more than 200 major events for clients such as Accenture, ABN AMRO and Skandia.

Landén said: “We believe that this acquisition will enable us to further enhance our communications offer in the Nordic market.”

Last month Imagination unveiled a new concept for Ford of Europe at the Geneva International Motor Show. The 2,871sqm stand included a bespoke Visual Jockey (VJ) system, which used technology provided by Musion Systems and Creative Technology. Visitors could SMS images and messages that were then compiled on LED or plasma screens by two VJs.

Towards the back was a theatre-style room, called the Innovation Experience, which could cater for 30 guests. The performance within it included Musion Eyeliner technology, combining a Mondeo with a virtual filmed presenter and high-definition computer animation.

Sylvie Hellman, account manager for Imagination’s Ford of Europe department said: “The Video Jockey experience as well as our Innovation theatre are two bold ways to create the brand experience for visitors at the Geneva autoshow.”

In March Imagination also celebrated 20 years working in the financial sector.


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