November 11

A GROUNDBREAKING business centre for the South West, based on special effects wizardry, was opened in Plymouth yesterday.

Launching MediaLab at the Twofour Studios in the Estover area of the city, minister for the South West Ben Bradshaw described the venture as “mindblowing”.

The multi-media experience has been created by production company HMC Interactive, which became part of the Twofour media group last year.
Using the latest interactive technology, its aim is to demonstrate to businesses how “convergent” media – comprising computer trickery, TV and sound – can be incorporated into their brand.

Mr Bradshaw said: “In challenging economic times, the companies that survive and prosper will be those that invest in their business. This new technology facility will bring benefits to Plymouth and the wider region.”

One of just two such centres in the country, visitors could be forgiven for thinking that they have stepped into a space-age tourist attraction. Using working models and displays, it demonstrates how the company brings its inventions to life, from jottings upon “dream sheets” pinned to the walls, through to research and implementation.

The 500sqm MediaLab is intended to be an evolving work- space, in which the exhibitions will change and be regularly updated.

Yesterday, invited guests were the first to see an  initial display including the trademarked Incision technology capable of performing “living autopsies” on people.

Mr Bradshaw was among the visitors to be delighted by an interactive installation designed for Cadbury World, featuring chocolate “rain”.
The work space will now enable clients to  test-drive their own digital products on purpose-built replicas, before final  installation.

“Its absolutely stunning. Clever stuff,” said guest Alison Seabeck, MP for Plymouth Devonport.

Twofour’s chief executive and founder, Charles Wace, said: “We see this as a marketing space that is very important for growing business in the future. We’re very excited by this. We can do anything that isn’t constrained by the law of physics.”

HMC Interactive’s managing director Korash Sanjideh, said: “MediaLab will allow us to engage with current and potential clients on a whole new level.

 “We will also be inviting researchers, artists, engineers and other cross-discipline professionals to work with us in the space – to exhibit, test and create. It has unlimited potential.”

Twofour also plans to involve the region’s universities in the MediaLab and to use the studio  space for filming TV programmes.