Laserworld’s world is getting a bit bigger. Founded in 2007 in Switzerland, its array of products quickly dominated the European continent. More recently they have increased their visibility in the U.S., serving the laser needs of live event professionals from the modest DJ to the lighting designer of the largest concert tour act and producer of mega live events.
“In the past, many U.S. laser show companies manufactured their laser projectors themselves,” says Norbert Stangl, chief marketing officer. “But building a laser system by themselves does not make sense any more. Our main advantage is we offer a full portfolio range from the small and modestly priced party laser up to the high-end outdoor laser with a throw of 30km and more.”
U.S. operations had been handled from a New York office until 2014, when the company opened up a U.S. headquarters in Florida, signifying a bigger commitment to this part of the globe. Today Russell Brown manages the team serving all retailers and resellers, with Holger Zoellner responsible for the professional laser market and the after sales service, and Francis Oliveira managing the back office team and the general operations.
Functional, Flexible
Laserworld’s success can be attributed to the fact that they do not subscribe to a “one size fits all” approach. “Nearly any product sold under the Laserworld brand comes with stand-alone operation mode, but most also have DMX512 and music sync features,” Stangl says. “Show laser systems for more professional applications usually only have a computer control interface, but this system offers many more control and safety features.”
On the topic of DMX, Stangl points out that it has its limitations as far as laser control. “It cannot build new behavior or transmit images like with a video projector,” he says. Yet it’s the protocol, “so laser control must be somehow made ‘compatible’ to it.” This can be done in two ways: Using the built-in presets in the unit, or controlling a computer over DMX, where the computer actually handles the output. “The limitations of the first option is that it is not possible to define certain safety-zone, meaning areas where the laser beams are reduced in power or even completely shut-off. It is also not possible to define any geometric corrections, and a DMX-sided color balancing is also not possible in most cases. So controlling lasers with the built-in DMX patterns works well, but is limited.
“Professional DMX control of lasers always bases on software that handles all the laser settings and provides the content to the laser via the ILDA protocol or LAN,” Stangl continues. “So DMX is used for triggering, but the content triggered can by modified dynamically during the show. Of course, the DMX controller can control all the features that are provided by the software in the front end for live as well as for timeline (pre-programmed) shows.”
Laserworld must be onto something, because they are selling several thousand units a month. “The professional live event market requires high power laser gear which is easy to use, reliable and nearly maintenance free. A top selling product line in this range is the RTI PIKO range, especially the RTI PIKO RGB 18,” he says. “People also like that it’s made in Germany and thus is very reliable. Quantity-wise, the SwissLas Pure Micro Series is the top-seller in the lower powered pro range, as it’s a great choice for nightclub and smaller live venues: As it’s not much bigger than a hand, it’s easy to transport and fits into nearly any rig. Due to the attractive price, this product of course sells in larger quantities than its bigger brother, the [SwissLas] PM-10.000 RGB,” Stangl continues. “In the high power market, these 10W RGB laser systems are really high demanded, due to the small size and the extreme power they have,” he adds, noting that both the RTI and SwissLas brands are under the Laserworld umbrella.
History
The company was founded in Switzerland in 2007, but Laserworld Group’s senior management is comprised of seasoned laser company veterans. This includes Laserworld’s president and CEO, Martin Werner, who has run other show laser companies since 2003.
In March 2010, Laserworld received the exclusive distribution rights for Phoenix Showcontroller software worldwide. In 2011, there was the integration of Ray Technologies GmbH headquartered near Munich, Germany. Their core business is high-end laser projectors for large events (Olympic games, Expos, etc.), rentals and installations of large project management. Since then, they’ve established subsidiaries in key countries including Laserworld Asia Co. Ltd, Laserworld UK Ltd. and Laserworld USA. Laserworld India, Laserworld Korea and Laserworld Ibérica, in Spain’s Basque region, have been established in recent months.
Laserworld is partnered with Germany’s HB-Laser, which specializes in laser and multi-media installations. “Some big live events in Europe that were done with gear manufactured by Laserworld companies recently include Masters of Hardcore, Mayday, Nature One, Streetparade, David Guetta, A State of Trance, I Am Hardwell Tour UK and Katy Perry, among others,” Stangl says.
Advanced Lasers
They company recently launched their new RTI Velox RGB 2.5 laser moving head. “This laser moving head is designed as an easy-to-use laser system made for lighting designers and production companies who want to use the crazy effects that can be achieved only with lasers,” Stangl explains. Based on the RTI Atto RGB 2.5, it adds a moving yoke with infinite pan and infinite tilt rotation. “The laser control signal is far more complex than conventional DMX512,” Stangl notes. “This RTI VELOX RGB 2.5 is also available as ready-to-go version with audience scan variance, meaning that its beams can safely hit the audience,” he adds, paving the way for its use within and outside the U.S.
Laserworld has an active rental division. “Many companies have their own stock of laser gear that is used for doing the majority of their shows,” he says. “However, if it comes to bigger events, their own stock sometimes is insufficient or not powerful enough, so these company rent gear from us. We have more than 100 high power laser systems in our rental pool and provide the units to events all around the world.” Stangl adds that bigger live event companies who decide to buy a decent stock of lasers first find it pays off for them quickly. “Show laser systems have dropped a lot in price during the past years, so even high end systems are affordable.”
The entire production line is done themselves, plus all fulfill European safety standards include CE, CCC, RoHS and GS certificates. And, of course, all systems offered to the U.S. market are compliant to U.S. law and are have all necessary variances. “One of our main strengths is the variability and flexibility we have in reacting to changes and customized demands on short notice,” Stangl concludes.
Company Snapshot
When Founded: Late 2007; operations began Jan. 1, 2008
Company HQ: Lengwil, Switzerland
CEO/President: Martin Werner
Chief Marketing Officer: Norbert Stangl
Employees: About 35 (HQ), about 80 (worldwide)
Company History: Launched via outsourcing and a production partnership with Güller AG/SwissLas, near Zurich, Laserworld began distributing Phoenix Showcontroller software in 2010. By the end of 2011, the company had integrated Germany-based Ray Technologies GmbH, added Tarm Laser and Pangolin Laser Systems to its inventory and launched subsidiaries in Asia, the U.K. and the U.S. The company recently added subsidiaries in Spain, Korea and India.
USA HQ: Lake Mary, Florida
USA Phone: 407-915-5577
More Info: www.laserworld.com, www.laserworld.us
