11 Questions with Christian Hertel ------September October 2016 Issue!

1. From developing software for prepress, how and why did you move to developing control software for lighting?

CH: September this year, inoage celebrated 15 years. The company started out as a software developer firm with all sorts of different projects and mainly doing consulting work for other companies. But soon, the urge arose within the managing directors to create their own product. At first, the idea was to create a new and innovative control concept for moving heads and scanners, but the mechanical parts proved to be way too slow. And at the time, LEDs were on the rise, which we perceived to be the future; especially since no dedicated control solution was available. The main basis for the new product was the diploma thesis of our Head of R&D, which had ‘music analysis in real time’ as topic. These lessons learned first became a software product called ‘MAD education’ for the education market, but was not commercially viable due to the nature of this market. It then later became the incredible Sound2Light and Music2Light features of the MADRIX software which was aimed at the event and entertainment markets.

2. What are the unique features that won Madrix 3 the Live Design Product of the Year award?

CH: MADRIX 3 was released in July 2013 to bring many enhancements over the previous software generations. MADRIX 1 and MADRIX 2 were dedicated software products exclusively designed for LED lighting control and user friendliness, productivity, as well as ease of use. As such, they introduced a completely new way of thinking. Instead of focusing on DMX channels and faders, MADRIX was all about effects, visuals, shapes, and colors.

When the new software was introduced for the first time at Prolight + Sound in 2005, even professionals only paid attention to the LED show wall and disregarded the concept further by asking who would ever need to control 10 DMX universes? Nowadays, people quickly realize that the required amount of control channels rapidly adds up when controlling even a small matrix of full color RGB LEDs, where conventional control concepts would simply become unmanageable. And this is also where the name basically comes from. It is a combination of ‘music analysis display’ based on the diploma thesis as well as ‘LED matrix’.

There are many, many additions to the new software and the users’ workflow, but above all the main focus of this third generation has always been the introduction of voxel mapping. From the beginning, it was designed to make spectacular 3D projects possible.

This all is possible because the software generates unique effects, visuals, and animations live and in real time. No additional content is required. The built-in effects library already includes a multitude of stock effects that are fully customizable (in speed, color, shape, direction, size, movement, position, brightness, etc.). With MADRIX 3, that is not only true for 2D visuals, but 2D effects extruded to 3D, and real 3D volume content – all created live for the user.

3. Can you highlight the difference between Madrix voxel mapping and conventional 3D mapping solutions?

CH: 3D projection mapping and 3D voxel mapping are fundamentally different. 3D projections or 3D projection mapping will take a 2D video signal and map it onto a surface. This surface may be flat or a physical layout of 2D surface areas in spatial 3D. In this way, the video content (a rotating cube, for example) may look 3D and the surface may be spatial 3D (such as a building), but the content signal will be 2D still.

The MADRIX software provides a leading-edge feature set to fully control real 3D LED matrices. In addition to its pixel mapping and media server capabilities, MADRIX software supports volume rendering (voxel mapping). Pixel mapping refers to 2D and mapping every single pixel/light point of an LED installation. Pixel is short for picture element. Voxel on the other hand is short for volumetric pixel and as such refers to real 3D. Instead of mapping to a 2D surface, MADRIX can map every single point of a 3D object/3D LED installation, which is made out of LED pixels in X, Y, and Z. A real 3D cube, for example, may not only have LEDs on its 6 outer areas, but within its volume as well.

4. In India, in which segment (fixed, rental etc.) do you see most potential for the Madrix software?

CH: India is a large market, LED are now the mainstay of lighting industry, which is just beginning to use Madrix in a big way. Every market segment, entertainment installations ranging from clubs, bars, discotheques, lounges are adopting the new “in thing” with Madrix as their choice of control for LEDs. We see both segments installations as well as rental doing extremely well with Madrix.

5.Can you name some projects that have already used the Madrix software?

RP: Madrix has found its application in numerous clubs in India, Luna nudo, Tryst, Play the lounge (Mumbai), Hollywood (Mohali), Block 22 (Hyderabad) and the list is growing rapidly. But besides these Madrix finds immense popularity in the rental market and applications in every area where individually programmable RGBW LEDs are involved. A large number of rental companies across India use Madrix as their choice of LEDs control.

6. From your vantage position, what do you think is going to be the next biggest “immersive” success story (with or without glasses)? And can we expect the first lighting design console from Madrix soon?

CH: This is not the most exciting answer, but I can neither confirm nor deny. We are simply not discussing any product before it is released to the market. But as the MADRIX software already proves today, a lighting console is definitely not the only way for professional lighting control.

A customer experience that brings it all together will be the next biggest success story. This will not be something that solely focuses on one aspect, but a concept –and truly realizing that concept– that combines light, sound, service, innovative ideas, and much more that encompasses all human senses. There won’t be one product or solution that fits it all, but a combination of specialized tools that meet these diverse requirements each in their own respect.

7. Which is the biggest market for Madrix worldwide? And in which segments do you see major growth for the lighting industry?

CH: MADRIX can be used everywhere where controllable LEDs are used. Due to its state-of-the-art Sound2Light and Music2Light features, clubs, nightclubs, and discotheques are still the biggest market for us. But we are also seeing lots and lots of use cases in architectural projects, on (big) festival stages, in bars and lounges, at events and concerts, in art or interactive installations, and entertainment, commercial or work environments.

We think that the topic ‘LED’ in general is still at the beginning.

All lighting markets are quite different, have different needs, and are currently at different stages. When I look at the most recent projects that have been sent in, festivals, theater, as well as TV productions are beginning to use the potential that LEDs hold. And even if we are only touching the market briefly with lighting enthusiasts that love to use it for personal projects, Christmas lighting, or personal lighting, for example, you could say that the (massive) mainstream market has not even started yet.

8. What are your impressions about the Indian market? Any new exciting lighting projects in India on the horizon?

CH: India is of course already an important and very promising market and we can’t wait to see where it is headed next. What we perceive to be the first 3D project for MADRIX that really started the trend was built in Mumbai in 2011 (Tryst Club). The lighting designers involved there (international, but also national) are still pushing the boundaries today of what is possible. Today with our sole India, distributor IES, we are already seeing a large number of small size projects where Madrix is now a standard.With the envelope being pushed higher, budgets are increasing and soon we will see very high level of projects and Madrix in India.

RP: We are amidst number of projects, as well as the rental sales are booming. Due to client discretion, at this point we cannot reveal the projects, but in due course do check youtube to see some exciting projects and applications of Madrix in India.

9. What strategies is IES adopting to market or further popularize the Madrix brand in India ?

RP: We, at IES are investing in Madrix for the Indian market firstly by educating the market, secondly providing design expertise & technical support with training. Madrix is a very exciting product, also evolving rapidly as it keeps pace with technological changes in LED industry. Seminars, workshops and advance 1 on 1 training are provided alongside sales. As the market understands the product, it finds new applications for it.

10. Do you think there is relatively low penetration of LED lights for entertainment in India? Is there still any huge untapped opportunity for LED Lighting in India as far as entertainment lighting applications are concerned?

RP: LED lights penetration is one of the highest growing in the lighting segment in India. With the advent of the LEDs with“SPI” based IC over LEDs “DMX” based IC, the market is ripe for a further boost and what you have seen so far is just the tip of the iceberg. With technological advances, cheaper LEDs and a growing expertise....it is all upwards. Creativity finds its own path.

11. Where do you see the lighting design industry heading towards in the next five years?

CH: Whereas the trend towards 3D was clearly visible for me, nowadays a broad variety of trends seems to coexist with no single one in the lead:
• LEDs continue to be the main lighting element, with lasers, effect lights, moving heads, etc. as supplements
• LEDs are increasingly used in moving lights and often pixel mapped as well.As such, pixel mapping (and voxel mapping) is still on the rise and the requirements and demand for adequate control solutions grow. As a consequence, the number of required control channels are steadily increasing • As is the case in other industries, adding interaction to a project is an emerging topic • Apart from the classic fixture designs, such as tiles, tubes, or bars, there are companies that are now heavily innovating and creating not the most universal or flexible fixture at times, but unique designs that are extremely interesting • Downward price trends are making LEDs cheaper than ever and as such more LEDs are used. However, this does not mean that LED screens are the only way that LEDs are used. Many installations still make very creative use of their lighting designs without video screens at all. Lower resolutions are as sought after as are medium or high resolutions.