Alderamin Group Ltd Launches at PLASA 2011

PLASA 2011 sees the announcement of a new presence in the global lighting industry, the multi-faceted Alderamin Group. The organization is exhibiting at Stand 1-E32.

Specializing in the provision of comprehensive project solutions for the entertainment, leisure, architectural, and retail lighting sectors, Alderamin Group comprises four key companies: Ptarmigan Integration, Artistic Licence Integration, Artistic Licence Engineering, and Ten Thousand Things.

The founders of Ptarmigan and Artistic Licence, Simon Fraser and Wayne Howell, have joined forces to create Alderamin Group, an organization that, they feel, promises to reshape the lighting industry landscape.

"We believe we have a winning formula," explains Howell. "Ptarmigan and Artistic Licence complement each other fantastically well, as Simon and I have proved working together on various projects over the years. The Group represents a new breed of business entity -- one with world-class, broad spectrum expertise and international presence, but swift on its feet, innovative and flexible."

Fraser continues: "Our new product distribution company, Ten Thousand Things, completes Alderamin Group's portfolio. We are a collection of like-minded thinkers who actively support public domain protocols and client choice -- and we share a belief that installations should reflect their designer's creative vision, uncompromised by proprietary or outdated technology."

So how do the cogs interlock to create this well-oiled machine? Ptarmigan has a wealth of experience in projects integration, encompassing lighting, lasers, show control and projection. With offices in Hong Kong, Macau, and Singapore, the company provides an ideal strategic presence in this highly active region -- not to mention the invaluable socio-cultural insight of its staff on the ground.

In the UK, Artistic Licence Engineering has developed control, lighting, and test equipment for over 20 years. The company has a world-class reputation for the quality and reliability of its products, coupled with a unique ability to anticipate and embrace new technologies. In parallel, Artistic Licence Integration caters for the growing projects market, with many high-profile clients in Europe and the Middle East.

Finally, the newly created Ten Thousand Things (a phrase found in Chinese literature referring to the material diversity of the universe) offers sales and support for a wide range of lighting products. These range from consumable items such as power and data cables to the latest in lighting technology. The company, based in Hong Kong, has its own growing product range and operates three internationally respected franchises -- City Theatrical and Green Hippo (which distribute in Hong Kong and Macau) and Artistic Licence Engineering (which distributes more widely across Asia). Ten Thousand Things thus provides the Group with a highly versatile sales arm.

Speaking in his role as Artistic Licence Integration managing director, Howell explains the factors driving the decision to create an alliance of companies: "Increasingly, I am spending my time on big budget architectural installations. Having worked on a number of blockbuster projects with Ptarmigan, it's clear that there is a growing need to define the state-of-the art as we go along! Off-the-shelf technology doesn't cut it for many of these jobs; custom-build solutions are becoming the norm, and we no longer consider data volumes of several hundred DMX Universes as unusual".

Fraser concludes: "We realized that the best way to stay ahead of the game was to create a group structure, enabling us to offer our project clients all the necessary expertise in-house. From our experience working on large installations, we also realized that we could greatly improve efficiency by creating our own supplies company. Ten Thousand Things now fulfils that role, although it is, of course, also a strong trading entity in its own right. This is the vision that led to our combined organization - Alderamin Group."