A visual summary of the latest EventTechBrief.com article, "The Technology of Tension" by Autumn Thatcher. Read the full article and subscribe to the e-newsletter at www.eventtechbrief.com.

1. EvenTechBrief.com
Article by Autumn Thatcher
The Technology of Tension

2. Not all Technology is Digital
In
fact,
tension
fabric,
the
kind
that
is
bent,
shaped,
and
wrapped
around
an
underlying
structure
to
form
cap9va9ng
and
thought-­‐provoking
forms,
can
be
as
effec9ve
for
genera9ng
rich
a=endee
experiences
as
any
mobile
app.
Deb
Roth
and
her
team
at
New
York-­‐based
the
Originators
are
on
a
mission
to
stretch
the
proper9es
of
tension
fabric
into
amazing
possibili9es
for
events.
The
Originators
are
on
a
mission…

3. “Events are our main thing…We bring the wow
factor. We bring the excitement and the visuals.
There are a lot of people in our field that do the
same kind of thing, but we are really at the
creative end of it.”
-­‐
Deb
Roth

4. Roth
began
working
with
fabric
structures
over
20
years
ago,
at
a
9me
when
there
was
li=le
technology
surrounding
the
art,
and
she
hand
drew,
designed,
and
cut
her
visions
into
a
standing
structure.
Now,
Roth
and
her
team
s9ll
hand
draw
their
designs,
but
then
take
them
to
the
computer,
working
with
3D
soIware
to
bring
their
visions
to
life.

5. Because
of
their
flexibility,
fabric
structures
are
used
in
many
capaci9es.
Some
common
uses
include:
ar9s9c
décor,
tunneled
walkways,
and
wall
art,
to
name
a
few.
“The
underlying
structure
can
be
made
out
of
different
things,”
says
Roth,
who
works
largely
with
aluminum
tube
frames
and
a
“pillowcasing”
technique
where
the
fabric
covers
the
whole
frame
and
is
zipped
in
place.
Tensioning Out
Roth
also
refers
to
“tensioning
out”
the
fabric,
a
process
that
is
done
by
extending
the
fabric
out
from
points
on
walls
and
ceilings.

6. Once
there
is
tension
in
the
fabric,
it
has
a
different
light.
It
has
a
real
life
to
it—that
actually
moves,”
Roth
says.
When
the
fabrics
are
tensioned
out,
the
designers
can
then
use
different
rods
to
shape
them.
Tensioned
fabrics
are
rigged
into
place
using
anything
from
fiberglass
rod,
to
plas9c
rods
or
rings,
to
PVC
pipes.

7. The
fabric
stays
in
place
by
being
a=ached
to
the
structure.
In
addi9on
to
pillowcases,
zippers
and
9es
are
viable
op9ons
for
securing
the
fabric
to
the
structure.
Because
fabric
structures
are
made
out
of
a
stretchable
material
and
secured
onto
shapeable
frames,
there
is
almost
an
unlimited
universe
of
possible
shapes.

8. “The thing about this kind of medium is that it actually can do almost anything.
It’s a great design medium,”
Though
the
possibili9es
seem
endless,
fabric
structures
do
have
shapes
that
are
a
bit
harder
to
create.
Roth
points
to
a
circular
pa=ern
as
the
most
difficult
one
to
achieve.
“There
is
always
a
low
point
and
that’s
how
it
gets
structurally
strong.
We
call
it
scalloping,”
Roth
explains.
If
a
client
requests
a
ball
shape,
there
will
be
scalloping
that
prevents
a
puffed
out,
ball
shape.
However,
the
human
eye
will
interpret
the
shape
as
a
ball
and
not
think
twice
about
it.

9. Fabric structures are enabling event organizers to bring
visual excitement to their events without spending too much
time on the process. The structures are very lightweight, and
easy to use. The structures fit together nicely, and can stand
on their own; the fabrics can be stretched over columns, or
put up on walls with logos and other branding pieces projected
onto them. Fabric structures can also be used as tunnels,
ceiling treatments, dividers, and even abstract costumes.

10. Transform your space
in 15 minutes!
BRING THE “WOW!”
Bringing
the
wow
is
why
Roth
Enjoys
working
with
event
organizers.
From
projec9ng
lights
onto
uniquely
shaped
white
fabric
to
building
140-­‐foot
tunnels
for
the
2014
Super
Bowl
party,
the
structures
are
an
affordable
way
to
dazzle
event
a=endees.

11. Fabric
structures
from
the
Originators
range
from
$350
and
up,
depending
on
the
size,
prin9ng,
and
complexity
of
the
project.
The
installa9ons
change
events
because
of
their
ability
to
visually
s9mulate
those
in
a=endance
and
leave
long-­‐
las9ng
impressions.
“You want to impress people when they walk in; you want
to have something amazing. What can you do to make
people really remember the event?”

12. This Presentation Was Brought
To you by Eventtechbrief.com
Read
the
full
ar9cle
and
subscribe
to
the
e-­‐newsle=er
at
www.EventTechBrief.com
Follow
us
on
Twi=er
@EventTechBrief