NewS[letter] Special Edition ISE From the O2 World to the Vienna s Sofitel hotel We highlight our most visible projects from 2010

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1 Special Edition ISE 2011 NewS[letter] From the O2 World to the Vienna s Sofitel hotel We highlight our most visible projects from 2010 The Transformation S[quadrat] launches its new branding campaign. Made in Germany In-house developed products of S[quadrat] Success in 2011 What you can expect to see from us next year video display solutions

2 uccess All the best for 2011 Dear customers and visitors, For us at S[quadrat], 2011 doesn t officially begin until the ISE! Once again, we look forward to the excitement of this year s trade fair. After all, last year s ISE provided us with a great start to the new year. But that shouldn t be interpreted as some superstition. We re just convinced that great things are in store at this year s ISE as well! We look forward to writing the next chapter in our company s success story. This motivates us to set the bar high to see just how much we can achieve. We ve even given S[quadrat] a completely new look to try and capture this enthusiasm. You can see this new design popping up just about anywhere you look from our business cards and website to our trade fair booths and even this brochure! On the following pages, you ll read about various successes we ve achieved with our customers over the past year. The stories will take you on a journey to Vienna, Stockholm and other major cities, showing you what s possible when technology, expertise and enthusiasm come together! We hope that you can get a taste of the passion we have for what we do in reading this brochure! Mark Siedentopf Khalid M. Sweidan Andreas Brockschmidt General Manager General Manager - Sales & Marketing Director Middle East & Africa

3 from the o2 world TO the Vienna s Sofitel hotel We highlight our most visible projects from 2010 If one hundred thousand concert goers illuminate the venue with their lighters, it s impossible not to get goosebumps. After all, light creates atmosphere. Spot by spot, pixel by pixel. And it is this atmosphere that drives S[quadrat] to a whole host of different locations: From the Globe Arena in Stockholm to a night club in Dubai, from a casino in Bad Ragaz to Zürich s Hallenstadion. With this NewS[letter] we present you our most visible projects from 2010.

4 sports design Telekom Bridge Bonn O2 World Hamburg / AEG Additional Sports projects in 2010: Audi Sportpark Ingolstadt Stadium Le Mans Ice Hockey Arena Astana Arena Magdeburg SAP Arena Mannheim Asian Games 2011 Kasachstan Horse Jump Arena Unna Horse Jump Arena Chio Aachen In the curving upper terrace of the arena we installed a Panasonic fascia LED display. We integrated this into a special casing which could be opened from the front, allowing servicing work to be carried out easily and conveniently. 1 x Panasonic ITL20R Fascia LED display Dimensions: 1 x 0,8 m x 265 m = 212 m² By developing special LED display modules, we were able to light up the curving Telekom bridge. The entire project was implemented exclusively using S[quadrat] products. 2 x S[quadrat] SO [10 SMD] NT Dimensions: 0,32 m x 85 m Additional Design project in 2010: Marazzi & Paul Bern

5 design UNIQA Vienna design Casino Bad Ragaz We developed a room dividing product for transparent two-sided displays and named it SIC [30 SMD]. In close cooperation with our partner Habegger AG, we integrated two-sided LED display boards into polycarbonate tubes. 2 x S[quadrat] SIC [30 SMD] Dimensions: ca. 6 m² We developed amorph LED ceiling displays especially for this project. These were directly integrated into the construction of the illuminated light ceilings and enabled the artist to control them with her content. S[quadrat] SI [6 SMD] 5 x amorph LED displays in two 2,000 m² illuminated light ceilings

6 advertising information Max-Planck-Institute Dresden Globe Arena Stockholm Additional Advertising projects in 2010: Ozeaneum Stralsund Sihlcity Zürich Airport Düsseldorf Main Media TV Schweinfurt Hand-in-hand with our project partner Sony Professional Solutions Europe we developed a curved casing for the Globe Arena advertising screen. With a view to making the system relatively easy to service, it was fitted on a steel rig which could be tipped forwards. S[quadrat] SO [6,25/12,5] Dimensions: 4 m x 3 m = 12 m² As the system was to be installed directly in front of a glass balustrade, servicing had to be possible from the front. As a result, we implemented magnetic pixel maps that can be detached from the front. S[quadrat] SI [6 SMD] Dimensions: 3,4 m x 2,2 m = 7,5 m² Additional Information projects in 2010: Aixtron SE Herzogenrath City Parkhaus Zürich TV Studio Ashgabat TV Studio Kairo Theatre Gera Opera Dessau

7 rental services Consulting Do you have a rough idea of how you want your system to be? We have the know-how to help you implement it. Allow us to advise you and take on the entire planning. We are also happy to take care of both the design and tendering phase. Design & Build If the detailed planning of your project is complete, the next stage is to make it a reality, step-by-step. No matter whether it is advertising or stadium screens, mobile or fixed systems, indoor or outdoor - we develop, produce and install exactly according to your specifications, from structural analyses and steel structure design through to process engineering. Turnkey Integration Arena Montpellier The individual components of our multi-functional rental video modules can be combined as required. If the Arena Montpellier requires a large screen, then it is able to put together a display totalling 80 m² in surface area. But this can also be easily converted into 4 x 20 m² or 2 x 40 m² screens. Would you prefer to have one single point of contact for your project? In other words, are you looking for a one-stop-shop for consulting as well as the construction and installation of LED displays? An expert that will support you all the way through to the launch? Then we are the partner for you. And it doesn t stop at the installation - as a valued customer, you will receive reliable customer service wherever and whenever you need it. Project partner: Sony Professional Solutions Europe 4 x 20 m² SI [16 SMD] Rental cube 2 x 25 m² SI [20 SMD] Rental fascia 2 x 25 m² SI [20 SMD] Fascia displays 1 x 16 m² So [10/20] Advertising display 13 x 6 m² So [10/20] Fascia displays

8 made in germany The following own developed products were implemented across numerous projects: SX [MASTER] SX [DRIVE] SX [CONTROL] You should be able to control your LED displays with ease. That s why we developed the SX [Master] & SX [Drive] System. SX[Master] is the central image processor for LED systems from S[quadrat]. It takes the signals from digital or analogue image sources and processes the video files for the LED module controller SX[Drive]. The files are transferred using either CAT5E networking cables or multimode fibreglass cables and then displayed on the LED modules. System configuration and maintenance is handled by the SX[Control] software. The benefits: Video transfer in real-time Outstanding quality Frame synchronisation support Virtual pixel support Colour adjustments Flexible configuration management Remote control Cost-effective Conforms to EMC standards Made in Germany

9 Pixel Stars Do you want your message to be clearly visible even in well-lit environments? Then our LED indoor/outdoor video displays are just what you ve been looking for! With their excellent brightness, 16-bit colour depth and impressive contrast ratios, they stand out in any environment. INDOOR Pixel Stars OUTDOOR Pixel Stars Not all displays are created equal. Interior systems face very different challenges than those used outdoors. The viewing angle is just one example to consider. For indoordisplays, the viewing angle needs to be greater both horizontally and vertically. To achieve this, the SMD 3 in 1 LEDs used indoors only require a relatively low brightness of 1,500 to 3,000 cd / m². Outdoor displays have to be tougher than your average display. They need to be able to withstand hailstorms, rain and sometimes even salt water. But the main challenge for outdoor displays is posed by sunlight. In order to catch the attention of its intended audience, our displays have brightness levels of 5,000 to 7,000 cd/m². Small canopies also protect the LEDs from direct sunlight. In addition, our SX control system automatically regulates the brightness of the LEDs to their environment with the help of a specially designed brightness sensor.

10 the transformation The story behind S[quadrat] s new look Just like people, companies also grow and develop. Eleven years after starting up and five years after its launch, S[quadrat] had definitely outgrown its initial look and feel. In other words, now was the perfect time to shake things up with a new design to represent us moving forward. It needed to convey our commitment to quality while also expressing our passion: just the right blend of serious professionalism and modern stylishness with a splash of emotion. That s how S[quadrat] is looking to present itself to its customers in this new phase. This new image is used consistently across all platforms: Internet, brochu- res, trade fairs everywhere. After all, the company has achieved some major milestones in the past few years, including installing Europe s largest fascia display, managing the lighting for the Telekom bridge and even opening an office in Dubai. It s been an incredible development over these past few years and we wanted to express that in our company s public image. The big question is then: Did we manage to achieve that goal together with the team at Werbeagentur Brockschmidt*? We think so, but we d be interested in hearing your opinion. What are your thoughts on our company s new look? Let us know, we re looking forward to receiving your feedback! *

11 success in 2011 PALME 2011 (Dubai, UAE) April 2011 S[quadrat] will debut its Middle East marketing appearance by participating in PALME 2011 show (stand A20). It is the region s only trade event dedicated to professional lighting, audio, entertainment, audio visual and systems integration solutions. S[quadrat] aims to engage directly with the industry s representatives from Architecture & Interior Design, Audio Visual, Broadcasting, Consultancy, Contracting, Installation / Integration, Property Developers, Rental Companies, Shopping Malls sectors. S[quadrat] will also unveil its latest product developments which will serve these highly demanding sectors S[quadrat] New Appointments Marcus Haas Office Manager Florian Amannt Project Manager Juventus Turin Stadium (Italy) Bucharest National Stadium Project (Romania) To address the increasing popularity of Juventus Football team, S[quadrat] will perform detailed and comprehensive integrated design, management services including architecture, engineering, and LED Video screens installation for the club. The contract was secured by our partner Sony Business Europe to install four TF 20 and C11 Barco screens. The exceptionally challenging technical highlights of the stadium include a 50 ton video cube installed under the ceiling. The cube is fitted with four LED displays of 32 square meters of S[quadrat] state-of-the-art SO[10/20] NT panels which enables the video cube to deliver sharp images to visitors of the stadium. The companies Max Bögl and Astaldi served as the main contractor for this project. Besides supplying the LED screens, the scope of the project included the planning of the installation, the manufacturing of the steel construction with the hoist system and the scoreboard software which controls the cube from 40 m above ground. Günter Radinger Electrical and Power Engineer Bastian Schwab Service Engineer

12 See you soon! A 20-page newsletter obviously can t do justice in presenting all of S[quadrat] s important and interesting aspects. What kind of service can you expect from us? Who do we work with and what tools do we use? What other projects are worth looking into? You can read about all this and more at our website at If you can t find what you re looking for there or need more specific information, contact the S[quadrat] team: Telephone: info@squadrat.biz We hope you have an enjoyable time at the ISE and we look forward to hearing from you.

13 S[quadrat] GmbH In der Alting Schwanstetten (Nuremberg) Germany Phone: Fax: S[quadrat] Video System Integration (Middle East & Africa) FZ LLC P.O. Box Dubai Media City Thuraya Tower 2 - Media Business Center Office 48-8th Floor Dubai, UAE Phone: Fax: info@squadrat.biz khalid.sweidan@squadrat.biz video display solutions