1Professional System 4.2010 Article

At the headquarters of the worl-

d's leading steel company, the

employees are used to state-of-

the art media technology.

ArcelorMittal (www.arcelormittal.com) is said tobe the world's biggest steel producer and the le-ader in all major global steel markets. In 2008the stock company was number 28 of the For-tune 500 under the leadership of Lakshmi N.Mittal; the company has about 60 plants in mo-

re than 24 countries and around 290.000 em-ployees. The headquarters is based in Luxm-bourg (town) in two buildings including the “Pé-trusse” administration building which was mo-ved into in 2008. Inside the steel building in theBoulevard d'Avranches there are 750 employ-

M E D I E N T E C H N I K D I G I TA L S I G N A G E

Corporate Communication at ArcelorMittal

Der „Hearst Tower“ ist dereinzige Raum im „Pétrusse“-

Gebäude, in dem mehr als 30Personen Platz finden. Dank

der als Sonderanfertigung gelieferten Möblierung mit

kompakten Tischen und leich-ten Stühlen sind beliebige Sitzanordnungen möglich.

powered by

Das Nachrichtenportal rund umdie Medienwelt-und Technik

ARTIC

LE F

ROM

Das Magazin fürAV-Systemintegrationund Digital Signage

P R O F E S S I O N A L

system4.2010

The “Hearst Tower” in the “Pétrusse” buildingis the only room for more than 30 people. The compact tables and lightweight chairs, manufactured as special furniture, allow anyseat arrangement.

2 Article Professional System 4.2010

ees who are familiar with state-of-the-art com-munication technology. For this internationalcompany, time and cost saving videoconferen-ces are as important as regular meetings andfurther training so that an appropriate numberof conference and meeting rooms is available.The largest room has a surface of 218 m2 andis called “Hearst Tower”; the optical highlight isundoubtedly the boarding room on the topfloor.

The company “Einhorn – Professionelle Medien-und Kommunikationstechnik” (www.einhorn.tv)in Trier is responsible for the media equipmentof the administrative centre. The general mana-ger, Andreas Einhorn, and his father, Huber Ein-horn, were active as planers. The family ownedcompany in Germany's oldest town has beenactive for ArcelorMittal or the predecessor Ar-celor for more than 20 years. The planning forthe media technology had to be increased con-siderably inside the “Pétrusse” administrationbuilding in the course of the takeover of Arcelorby Mittal, as additional surface was neededdue to the considerably grown size of the cor-porate group – in the original planning the “He-arst Tower” did not exist. Some characteristicsof the installation of the media technology areexplained by the fact that ArcelorMittal did notbuy the administration building allowing a com-plete removal of the technology without perma-nent damages, in due time.

Hearst TowerThe “Hearst Tower” is the only room inside the“Pétrusse” building for more than 30 people.Training courses are held in this room. The com-pact tables and lightweight chairs (made ofsteel), manufactured as special furniture, allowany seat arrangement. For small groups theroom can be divided into two separate areasby a moveable wall. Regarding a variable usa-ge of this room, there is a floor outlet with 28connected sockets throughout the room.

Qualified technicians attend events in the “He-arst Tower”. According to Alain Goniva (multi-media producer at ArcelorMittal) the room is al-ways optimally frequented and is used by qua-lified employees of the corporate group from allover the world to exchange experiences aboutcurrent developments in their area of expertise.Interpreters, who will find six permanently in-stalled booths at the end of the room, ensure asmooth communication. Furthermore, there arefour mobile interpreter booths (Audipack Silent9300), which are activated when needed, sothat a maximum of ten languages is supportedsimultaneously. According to Alain Goniva thehighest number of languages needed were ni-ne. All interpreter booths are provided with SIS1202 interpreter consoles from beyerdynamic.The double consoles allow the interpreters ta-king terms without interruption. Therefore, allbooths are also provided with two beyerdyna-

mic headsets (DT 394.SIS). The control unit ofthe interpretation system is the SIS 123 from be-yerdynamic, to which the consoles are connec-ted via Cat cables (daisy-chain). The last num-ber of the product name of the modular controlunit indicates that the unit is equipped with threemodules so that a maximum number of 12 chan-nels can be achieved.

On the tables the big number of beyerdynamicmicrophone units without gooseneck micropho-ne due to the array technology catches the eye.There are 110 Revoluto microphone units(MCS-D 3141 delegate microphone units withmicrophone button and language selector) in Lu-xembourg; on the podium at the front end of theroom there are nine chairman microphone units(MCS-D 3143 with microphone, priority, clearbutton and language selector. The high numberof microphone units is because here the audioof the interpretation system is picked off in con-ferences.

The so-called NetRateBus supports up to 54 mul-tifunctional audio channels in the beyerdynamicsystem. “Furthermore, the audio of many eventsis recorded”, explains Alfred Pordan (Directorof Facility Management & Multimedia at Arce-lorMittal). “In this way training courses for em-ployees, who cannot be present here in this hou-se, can be realised in a teleconference using theSony cameras installed in the ceiling.” Whenthe microphone units are not in use, they can beaccommodated in flight cases. The conferencesystem is provided with push-pull connectors. Asa wireless alternative for the interpretation sys-

“Pétrusse” building – project team Conference technology (summary)

Overall direction and planning:Hubert Einhorn, Andreas Einhorn (graduate engineer)

Local project management: Wolfgang Holz

Programming control technology AMX:Andreas Krause, Uwe Hartzer

Programming and measurement of acoustic engineering:Rüdiger Peter

Signal technology, interface protocols and documentation:Frank Müller, Matthias Büchel

›As a wireless alternativefor the audio of theinterpretation system,there is an infrared system from Sennheiserin Luxembourg; this system existed alreadywith ArcelorMittal andwas used in another building.

Alfred Pordan (CorporateFacility Management &Multimedia at ArcelorMit-tal), Andreas Einhorn (Einhorn – Professionelle Medien- undKommunikationstechnik), Thomas Seggert(beyerdynamic) and Alain Goniva (multi-media producer at ArcelorMittal)

In the meeting rooms there are videoconference systems from Tandberg.

3Professional System 4.2010 Article

tem there exists the infrared system from Senn-heiser (SI 29-5 modulator and SZI 1029 IR high-power radiator), which was used in another bu-ilding of ArcelorMittal.

For sound reinforcement there are ceiling spea-kers (WHD UP14/2) and four flush-mounted Ju-

The completely equipped AMX NI-4100NetLinx Integrated Controller is used as amedia control system. The handling of thevideo signals is realised with productsfrom Extron.

The control unit of the interpretation system is the SIS 123 from beyerdynamic.The conference system includes the digitalbeyerdynamic MCS-D 200 control unit, theaudio processing is realised by 19" processors from Biamp Systems.

nior Active loudspeakers from MeyerSound which are installed in the cei-ling and radiate from the podium tothe audience. If the room is dividedwith a moveable wall, there are twoof the American loudspeakers avai-lable, which are complemented byfour other ceiling loudspeakers. TwoAudiaFlex processors from BiampSystems achieve the signal proces-sing for the loudspeakers so that thedirection can be perceived via TimeAlignment. Perforated plates with in-sulating material and the carpetedfloor in the “Hearst Tower” ensure agood acoustic with insulating materi-al. Two Sanyo Beamers (PLC-XT35Lwith wide angle zoom LNS-W 10)are mounted to the ceiling and ensu-re the image reproduction on two po-wer-driven screens. Depending onthe usage the projectors display thesame or different pictures. The re-production of HD pictures is not ne-cessary: “Primarily there are no vi-deos produced, but frozen imagesfrom the PC”, explains Alain Goniva.

Control RoomThe heart of the media technology beats in thecontrol room, which is only slightly larger thanthe adjoining interpreter's booths, and with alarge windowpane allowing a free sight of theconference room. The media-technical compo-nents are accommodated in two room-high 19"racks.

The completely equipped AMX NI-4100 Net-Linx Integrated Controller is used as a mediacontrol system, which also controls the roomfunctions including switchable power outlets viaan EIB Gateway (CTG-EIB/NX) in addition tothe conference technology. The user interface of

Revoluto microphone unit in the “Hearst Tower”

The room occupation display is operated in uprightmode with allocated functions.

the appropriate widescreen touch panel (NXT-CV10) displays the complete room so that indi-vidual connection points can be activated. Theuser interface has been designed according tocustomer's requests, inside the whole buildingthere is a consistent colour and design schemefacilitating the orientation. Due to the many op-tions the surface of the control panel in the con-trol room is not quite self-explanatory. In practi-ce this is no problem, because technical adeptstaff handles the operation.

The conference system includes the digital beyer-dynamic MCS-D 200 control unit. Two digital CA

4 Article Professional System 4.2010

M E D I E N T E C H N I K D I G I TA L S I G N A G E

4216 routers (2 ¥ In/16 ¥ Out for the NetRate-Bus conference network) are connected to thecontrol unit to start the numerous sockets in thefloor outlet. The high number of microphone unitspowered from the control room requires additio-nal power supply units (3 ¥ CA 4146 for a ma-ximum of 45 microphone units) and furthermore,there are analogue/digital interface available forthe input of additional signals from the podium.The beyerdynamic iCNS configuration software,which is operated on a PC installed in the 19"rack, allocates the microphone units; there are al-so layouts for different application scenarios.

The rack includes two AudiaFlex processorsand an AudiaEXPI unit. DSPs provide efficientalgorithms for all audio processings so that noexternal devices are required. The boardingroom on the 6th floor is connected via Cobra-Net to extend the room to both directions; a di-gital Yamaha mixer (Yamaha 01V96) with aCobraNet card is interconnected allowing anintuitive access to the level structure in events.An eight-channel power amplifier (MCA 8150)from Biamp Systems drives the ceiling loudspe-akers. The wireless microphones are from thebeyerdynamic Opus 900 series and a patch-bay allows switching the signals manuallywhich are supplied from stage boxes near thepodium. As the control room is separated fromthe conference room by windowpanes, thereare two Yamaha active speakers for the audioreproduction.

One of the two control room racks is providedwith various players (DV, VHS, DVD) and a6000 MXP videoconference codec from Tand-berg; the Norwegian manufacturer is also re-presented in many smaller conference roomswith videoconference technology.

The diverse video signals are managed withproducts from Extron: normal analogue signalsare interconnected via a CrossPoint 450 plus vi-deo router, while its UTP counter parts are rou-ted via two twisted-pair routers. “This solutionmade the cabling a lot easier”, says AndreasEinhorn. “With normal analogue cables wecould not have served long distances.”

Scalers of the type Extron IN1502/IN1508 areused for the preview, which can be seen at theseats of the speakers via Eizo screens (FlexScanS1721). The TFT monitors are mounted underglass plates in the tabletop pointing to the spe-akers – all sources can be seen after a prepa-ration via the Extron Scalers. Furthermore, twomobile speaker's desks provide comparablepossibilities for preview.

Boarding RoomThe 6th floor of the building provides a lovelyview over Luxembourg, and here at the top is al-

so the boarding room for the general manage-ment and board of directors. A striking tablewith 24 chairs dominates the sophisticatedroom. There are foldaway Revoluto micropho-ne units (MCS-D 3971) installed into the steel ta-ble, which are opened when needed. The de-sign is the result of a cooperation of beyerdy-namic and Rosenthal Einrichtungen (now PHILIPMöbelmanufaktur). The TFT monitors from Ele-ment One can also be folded away – due to theexisting architecture; it was not possible to in-stall a screen. Normally two people share onedisplay and one microphone unit.

The boarding room can be operated autonomi-cally and the appropriate media technology isfound in a separate room. A 19" rack accom-modates an AMX media control system of thetype NI-4100, a control computer for the mi-crophone units, an AudiaFLEX processor fromBiamp Systems and another beyerdynamicMCS-D control unit. From Extron there is onerouter of the Crosspoint Ultra series, two scalers(IN1502) and converters of the Versa-Tools MTPseries. The WHD ceiling loudspeakers installedin the boarding room are driven by a poweramplifier from Australian Monitor.

The fold-away Revoluto microphone units areequipped with VGA connectors which havebeen configured according to customer's desi-res so that the participants of a meeting can rou-te the signal of their laptops directly to the TFTmonitors without using the touch panel of a me-dia control system – a small electronics readsthe switch position of the microphone units andsends a corresponding command to the mediacontrol. Normally, there is no special staff re-quired for the use of the technology in the bo-arding room.

If translations are required, the interpreterbooths installed in the “Hearst Tower” can beused – the audio connection is made possibleon a digital level via CobraNet with appropri-ate AudiaFLEX processors. At present the videoconnection is effected via VGA so that the inter-preters can see the PowerPoint foils they needfor their work. The transmission of a camera pic-ture from the boarding room is technically pre-pared, but currently not in use.

Digital SignageThe Digital Signage area in the “Pétrusse” buil-ding has been realised by Einhorn in coopera-tion with the Peter Albrecht Elektronik GmbH &Co. KG (www.albrechtelektronik.de). Albrechtdeveloped and supplied the DS products (ALXInformation System); Einhorn carried out the lo-cal installation services.

“The aim is that the employees should easilyfind the conference rooms, where their meeting

takes place”, says Alain Goniva about the ma-jor purpose of DS installations. Altogether thereare 32 conference rooms in the “Pétrusse” buil-ding with sonorous names such as Guggen-heim, Petronas or Palm Jumeirah, which can bebooked by the employees via intranet. For this,software operates in the background, for whichan appropriate interface has been establishedin the DS software.

In the administration building Digital Signage isused for the transmission of more information:at the main entrance and in the so-called coffeecorners there are large-size displays with infor-mation desired by the company. During our vi-sit at Luxembourg there was the BBC on TV,which was complemented with a ticker withnews about ArcelorMittal at lower edge of themonitor. Interviews with leading managers ofthe group, films for the internal communicationand PowerPoint foils with news and informationabout the company are also shown. The occu-pied rooms display is shown without any audioinformation and is operated in the upright mo-de. Depending on the application, the screendiagonals of the installed NEC displays varybetween 40 and 65 inches.

The DS system is interconnected via Cat cables;the content is locally stored in the displays be-longing to the DISCON control units and upda-ted in regular intervals from the central serveror the software installed there (ALX Editor).

Additional valueIn addition to the mention “premium conferen-ce rooms”, there are numerous other conferen-ce rooms. Mostly these rooms are provided withless technology, but more than half of the roomsfeature completely equipped videoconferencesystems from Tandberg as well as NEC moni-tors. Keypads from MediaLink controllers areused for the operation. As it is common practi-ce towards the press, ArcelorMittal emphasizesthe environmentally friendly “green” aspects ofvideoconferences in comparison to real jour-neys.

The company Einhorn has a maintenance con-tract with ArcelorMittal for the extensive instal-lation in the “Pétrusse” building. The operatio-nal reliability is very important for this interna-tional customer. “The cooperation with Einhornhas been working for many years very well”,says Alfred Pordan quite satisfied and AndreasEinhorn emphasizes the quick reachability andthe high personal engagement of his team – re-asons that can obviously convince the respon-sible persons at the world's leading steel group.