The Argentine who won the tender to reopen the most iconic tower in Beverly Hills

In the city of Beverly Hills a tall figure of Renaissance architecture stands out amid the low buildings.

It is the

most iconic

It was reopened during the Christmas campaign by an Argentine and his Uruguayan wife through a mapping show technique (projections) that uses Naked Eye 3D, a three-dimensional imaging technology that the audience can enjoy with the naked eye, without the need to wear glasses. or an additional computer to view them.

The projections are in charge of the company NewMedia Creative Technology Studio based in Madrid and led by Diego De Anna together with Carolina Comas, his Latin American partner.

"We have traveled doing events in many countries around the world, from a hologram show in Qatar, a huge Argentine barbecue in the Plaza Mayor in Madrid, to dinner at the Guggenheim for the MTV Awards," they tell

.

Built in 1925 and designed by architects William J. Gage and Harry G. Koerner, the tower is

.

The Los Angeles Times called it "the largest and most expensive city hall of any municipality of its size in the country." It represents the emblem of the city of luxury.

An Argentine won the tender to reopen the most iconic tower in Beverly Hills

“Audiences are amazed when they discover they can touch and change the visual content of one of the most iconic buildings in the city.

The mapping is seen from a certain point and the content appears to be 3D.

We generated a spectacular effect since we visually “hollowed” the building and gave magic to the interior”, illustrates De Anna, in dialogue with this medium.

Who is the Argentine behind the reopening?

Diego De Anna, (54) was born in Avellaneda, but in the midst of the 2001 crisis he emigrated to Europe.

After a tour of the Netherlands,

where he has lived for 20 years.

Thanks to the effort he put into his work, he developed a meteoric career full of projects around the world.

In 2003, he founded the company NewMedia Creative Technology Studio that he runs today with his wife, Carolina Comas García (44), with whom he met 6 years ago.

“That mix of business and love became what the company is today, a worldwide reference in the design and production of technological events,” he says.

And he confesses: "I never left Argentina, at least in a conscious and premeditated way, but I started working in an Austrian technology company called PEEM that sent me to Central America."

After working for 3 years in that area, which included the markets of Argentina and Uruguay, he decided to form his own company and established it in Miami.

The Argentine who won the tender to reopen the most iconic tower in Beverly Hills.

Mecca of audiovisual production

In the mecca of cinema and audiovisual production, he was the selected candidate to develop the most important event of the year for one of the top cities in the world.

The inauguration was on November 17 and was held until January 1 for the entire Christmas campaign.

Inside, the Tower is now an art center with a convention room.

“After several tests, studies and simulations, we were able to transfer this technology to the field of projections, raising the experience to another level”, De Anna describes.

Pioneers in introducing

, NewMedia Creative Technology Studio is a leading producer of audiovisual events that push the limits of imagination and technology.

“Since 2005, we have been exploring the infinite limits of light, ideas and entertainment to bring breathtaking experiences to audiences around the world.

We are open to collaborating anywhere, anytime and on any exciting project”, agrees the business couple.

The tower is 80 meters high and 30 on a side.

Bid

"The Americans buy Americans"

is a mantra that Diego repeats since he experienced life in Miami.

“We always trust our best weapon: creativity”, he emphasizes.

All the companies that participated in the tender were from California except for Diego and Carolina.

“Based on a job they saw on our website, the Beverly Hills City Council invited us to send them an economic proposal.

Afterwards, we traveled to Los Angeles to introduce ourselves.

Inside,

since the most natural thing was for them to choose a local company”, explains Diego.

The full mapping technique in the Beverly Hills tower.

And he continues: “We focus on making an impressive presentation.

We added other factors that enriched the proposal:

.

We made the content in 3D using a technique called Naked Eye 3D, and we presented them with a concept for the content that they loved.”

To the surprise of the couple, a few minutes after submitting the proposal, they received a congratulatory email.

“They defined it as

.

It is something quite abnormal in the world of tenders ”, summarizes Diego.

"When you work with talented people, even the most unexpected can happen", concludes De Anna with the intention of motivating and promoting the creative work of young people.

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