4Wall Lights Dreamforce '11 and Featured Act Metallica

Dreamforce '11, the cloud computing event created by Salesforce.com, was held in San Francisco's Moscone Center this year and featured lighting provided by 4Wall Las Vegas. Lighting design was provided by Paul Efron, of Seeing Eye Lighting Design.

"The conference required us to light the entire South Hall walls and ceiling, a span over 700' wide. We used a combination of [Philips Vari*Lite] VL3500 Spots and Washes, as well as VL1000 Spots to accomplish this," said Efron.

Global brand experience agency Jack Morton Worldwide charged Efron with creating an atmosphere set the stage for the conference and also worked well with Metallica, the event's featured entertainment act.

Going from conference keynote during the day to a full-blown rock show at night required a huge amount of change in less than five hours. This included removing all 15,000 seats and adding additional staging, sound, and moving light control to the center riser position.

To accomplish this Efron worked closely with Metallica's lighting director John Broderick to ensure the lighting plots were seamlessly integrated.

"It was essential that the whole rig fly together during the initial install, as there simply was not enough time to fly the additional system between the conference sessions and the night time gala."

Efron and crew had created a lighting rig with over 850 fixtures and thousands of feet of truss that went up on site within a tight three day timeframe.

"We were proud about what we delivered in the end," said Efron, "this was only possible via our extraordinary partnership with ME Marty McGee, Pre-Lite, IATSE Local 16, and of course 4Wall."

The gear list included 154 ETC Source Fours, 64 Chauvet Colorado 1 Tri-Tour LEDs, 57 Martin Professional MAC 301 Wash LEDs, 14 Chroma-Q Color Force 72" LED Batten, 62 Martin MAC 2000 Wash units, 33 Philips Vari*Lite VL2500 Wash unit, 46 Vari*Lite VL3000 Spots, 128 Vari*Lite VL3500 Spots, 65 Vari*Lite VL3500 Wash units, two Martin M1 consoles, four MA Lighting grandMA consoles, two ETC 96 x 2K Sensor racks, and four ETC 48 x 2K Sensor racks.