Atomic Rental Launches Los Angeles Location
Atomic Rental has landed in Los Angeles after a decade of shipping scenic goods and design services to the West Coast from its home base of Pennsylvania. The official opening was feted with a three-day pop-up event at Siren Studios in Hollywood. Although Atomic’s newest venue is actually in Van Nuys, the Hollywood studio was centrally located to clientele in both the entertainment and event industries.
The space was transformed into what could only be described as galactic—groovy, anchored by a custom-built base of the company’s brand—a rocket ship. Smaller areas radiating from this displayed a variety of dramatic signature scenic looks and hanging elements. Ever-changing color combinations of lighting demonstrated decor possibilities to event planners and plasma screens televised the sets to show how they look on screen for the production technicians and lighting designers in attendance.
“This was an opportunity for everyone to see and touch our products and show the engineering elements of the products at work,” Rob Barber, Atomic’s general manager says. As for those engineering elements, he noted that load-in was accomplished in under 24 hours. New universal connectors allowed the panels to be installed faster, and to be mixed and matched. “It’s more a Lego concept now than traditional draping,” Barber says. “Sets can be changed in a matter of minutes.”
“We pack small for a big look,” Barber says, speaking about the light weight of the panels, yet good advice for any space traveler. Barber’s crew on this journey included Brian Shaughnessy, account manager, Rachel Finn, Los Angeles representative and account manager, and Chloe Rich, marketing manager. The décor team included Freeman Decorating, who supplied the carpet and TVs, and Form Décor who brought in a variety of lounge furniture.
E:News September 2012