Armacell Canada


March 28, 2017


Armacell Canada Warehouse

What was the client asking from you when they first called you?

Armacell and Pure AV have a long standing relationship, which has made us well aware of their regular event requirements. We frequently set up trainings with a few projection screens, a pair of speakers, and a podium on stage. However, this time the demands were different. Our client was seeking a way to transform their warehouse space into a presentation friendly environment because there was a very important product launch pending. It was a once in a decade event that attracted industry influencers, partners, and even media. This showcase had to impress without taking away from the “big ticket item” – their brand new machinery.

What is some background information on the client and the field they work in?

Armacell Canada Inc. produces several key product lines that have earned widespread acceptance in a broad range of markets including Standard and Self-Sealing Pipe Insulation, Insulating Foam Filler, and Tundra Noodles; North America’s top selling water toy. In addition to the innovative family of products, Armacell Canada Inc. is also North America’s foremost manufacturer of Sealant Joint Backer Rod products for the waterproofing industry.

How large was the audience?

Our client was expecting between 100 and 150 VIP attendees at this gathering. It was a rather large setup for a smaller and intimate audience with the goal to leave an impression with the audio visual experience. The purposes was not to overpower them with gear, but to properly show the brand new machinery.

What was the client’s intent from this show?

With purchase of brand new cutting edge machinery meant to lower emissions and reduce waste, Armacell Canada was looking to do a one of a kind launch. Along with the big LED screens and sound system, we added 50” touch screen TV’s to the project. Our client took the VIP guests through 3 different stations and used the touch screens to demonstrate how the products are created and all the different aspects of internal machine functions.

How did you come up with recommendations for the services they need?

The sheer size and high ceilings of the warehouse made it challenging to create a warm and comfortable environment for the attendees. In-house fluorescent fixtures had a bland colour and did not feel welcoming. We decided to use a large number of LED fixtures that would produce a warm green (company colour) and a warm white to make the venue seem a little brighter and cozier than it was. By including two 16’x9’ 4mm LED screens, we wanted to provide a media product that was bright enough to show all the video content and with a resolution capable of showing fine print. Lastly, the sound system was JBL Vertec line array powered by Lab Gruppen supplying enough volume and coverage evenly to the audience no matter where they were sitting.

Quick summary of how you put together the show at the venue/space given.

In a big space it is easy to forget the small details. Our crew leads took the time to measure the space and make sure that everything was properly setup and centered for the audience to enjoy the presentations. We then had to build the stage from scratch. We started with upstage truss lines that had the 4mm LED wall with lighting and a banner. Afterwards we focused on the downstage truss lines for audio and truss lighting. Our team then set up a large amount of drape and uplighting to create warmth and to section off a portion of the warehouse. We finished off with 50” Touchscreen LED TVs near the machines for demonstrations.

Did you run into any complications/ how did you solve them?

Given that Pure AV has done a lot of work at the warehouse, we were familiar with the space and how it operates. However, our staff had the foresight to request additional power. A project of this size required more than the traditional Edison plugs around the building. We worked with Armacell electricians to put in a transformer and break down their 600volt service to a manageable 208volts. From there we plugged in our own distribution system which allowed us to execute the rest of the show.


  • 8 x JBL Vertec 4887 Line Array
  • 4 x JBL SRX 712 Speaker
  • 2 x JBL SRX 918 Subwoofer
  • 4 x Lab Gruppen PLM10000Q Amplifier
  • 1 x Midas M32R 16 Channel Mixer
  • 2 x Sennheiser MEG 14-40 Gooseneck
  • 2 x Shure ULX D SM58 Handheld
  • 1 x Shure ULX D – Bodypack
  • 4 x Shure ULX P SM58 Handheld
  • 2 x Shure ULX P – Bodypack
  • 2 x Shure Lapel w/Tie Clip
  • 2 x Line 6 Countryman E6 Double Headset
  • 1 x Shure UA844 Distribution System
  • Rapco Horizon LTIGLBLOX AI


  • 6 x 32′ – 1 Ton Chain
  • 4 x Dayton 2 Ton Beam Clamp
  • 6 x 16 Box – 8′ – Black
  • 2 x 16 Box – 3′ – Black
  • 6 x 12 Box – 8′ – Black
  • 2 x 7/8″ Crosby Shackle
  • 10 x 3/8″ Crosby Shackle
  • 4 x 5′ 3/8 Steel 30 x 5/8″ Crosby Shackle
  • 10 x 10′ 3/8 Steel 16 x 8′ Gacflex – Black
  • 8 x 6′ Gacflex – Black


  • 90 x Acti LED 4mm-SMD
  • 1 x NovaStar MCTRL 660 Processor
  • 20 x Acti LED Single Bumper
  • 3 x 50″ Samsung LED Touchscreen
  • 3 x 8′ TV Stand – Black
  • 1 x Roland V800 HD Mixer/Switcher
  • 1 x 22″ LG LCD TV w/Remote and Table Stand
  • 4 x 15″ Dell Latitude
  • 1 x DSAN Perfect Cue Clicker

Pipe and Drape

  • 12 x 13’x16′ Velour Drape – Black
  • 4 x 15’x20′ Velour Drape – Black
  • 20 x 8′-20′ Upright
  • 16 x 8′-14′ Crossbar
  • 20 x 18″x18″ 3/8 Drape Base w/Spigot
  • 1 x 24’x3′ Carpet – Red
  • 7 x Stanchion
  • 6 x Stanchion Velvet Rope – Red
  • 1 x Acrylic Presentation Podium


  • 10 x Martin MAC Aura LED Wash
  • 24 x Microh LED Quad 12
  • 1 x Martin Light Jockey 2
  • 1 x Martin Fingers
  • 4 x Chauvet Ovation E-160WW Leko
  • 2 x 19 Leko Lens (Zoom)
  • 2 x 26 Leko Lens (Standard)


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