Xperience April 2019
Official Publication of the Audiovisual and Integrated Experience Association
CONTENT, SPACE, TECHNOLOGY It all comes together at InfoComm 2019
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CONTENTS
28
Published by AVIXA™ and Systems Contractor News via its parent company Future US, Inc. CONTENT
FEATURES 14
Brad Grimes Editor Lillie Fujinaga-Obioha Creative Director
Future Space
How audiovisual technologies are changing where we work, learn, and hang out. By Margot Douaihy Technology is changing the way we think about work and life, which, in turn, impacts the places where we work and live. We’re on the cusp of dramatic change, and AV is playing a pivotal role.
22 Better Screen Time
The curation of sound and video is creating memorable experiences in retail, hospitality, and attractions.
By Kirsten Nelson Retail and hospitality professionals must now deliver greater levels of immersive engagement so
Sam Molineaux, Hank Wieland Copy Editors David McGee Content Manager Hanane Abdalla; Cindy Davis; Margot Douaihy; David Labuskes, CTS; Krystle Murphy; Kirsten Nelson; Lisa Perrine, CTS; Pete Putman, CTS; Allison Tardif Contributors Fred Vega Production Manager
of design is occurring: The same technologies that feed screen time are being harnessed in new
Nicole Cobban Managing Design Director
long been vital to creating atmosphere; today they’re equally important for making connections, capturing attention, and building a new energy that keeps people coming back for more.
28 It’s a BrAVe New World
InfoComm’s long-time explorer of future trends talks about their impact on audiovisual solutions. By Pete Putman, CTS
Here are a few of the technology trends that will redefine audiovisual experiences in the years ahead. Catch them at InfoComm 2019.
DEPARTMENTS
Letter From the Editor By Brad Grimes, Senior Director of Communications, AVIXA
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Anthony Savona Managing Editor Megan A. Dutta Content Director
that people will actually look up from their own personal screens. In these spaces, a delicate feat and carefully curated ways to enhance the human experience. Video, sound, and lighting have
8
Barbara Blaskowsky Audience Development
34 Solutions
Sampling of the AV solutions companies will be showing on the InfoComm 2019 exhibit floor.
Walter Makarucha, Jr. Design Director ADVERTISING SALES Adam Goldstein VP/Market Expert, AV/Consumer Electronics & Pro Audio Janis Crowley, Zahra Majma, Deborah Rosenthal FUTURE US, INC. Christine Shaw Managing Director/ Senior Vice President
50
Final Thought Shaping Culture With Digital Public Interactives By Cindy Davis
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CONTENTS THE HUB
10 Google’s User-First Approach to Audiovisual Solutions The audiovisual designers
and engineers at Google have
10 11
THE CATALYST
44 Hungry for Audiovisual Experiences
As more markets adopt AV to help drive business results, new opportunities take shape.
a new way of thinking about
By Brad Grimes
enterprise AV: Rather than
Audiovisual solutions are all around us. There isn’t an industry
consider each installation a
sector, walk of life, or corner of the human experience
unique system, they approach
that isn’t touched by AV. That’s meant a growing market for
every type of AV solution they develop as a mass-produced
solution providers and a world of possibility for the people and
consumer product.
organizations that purchase AV solutions.
Bringing Live Events to the Office
According to Kyle Hogan of Expedia’s HomeAway vacation rental marketplace, corporate events don’t have to be tired, boring affairs — all presentation, no sizzle. This from someone with a vast production background: Hogan’s gone from mega churches to turning company “all-hands” meetings into “hands-on” engagement. AVIXA asked him how companies create experiences that employees look forward to.
11
Workplace Transformation Trends to Watch It’s not a revelation that the corporate workplace is
transforming. CEOs demand speed. There are also high stakes for attracting and retaining a talented workforce, and professionals seek flexibility to work when and where they want. These factors are leading companies to invest in pro-AV products and services.
12
The Three Cs of Digital Signage
Laura Davis-Taylor, Co-Founder of retail experience consultants HighStreet Collective, and Adrian Weidmann, Founder and Principal of StoreStream Metrics, know what technology works and what doesn’t in the battle for shoppers’ attention.
13
47 The Power of Audiovisual Experiences
Taking the message of better business outcomes to markets
47
poised to capitalize on AV solutions. By David Labuskes, CTS, CAE, RCDD
Passenger Terminal Expo is one of the largest airport trade shows in the world — a dynamic, global gathering of industry executives and solution providers focused on reimagining air travel. I’ve been through airports all over the world, and it’s exciting to see so many investing so heavily in audiovisual solutions to improve the passenger experience and boost operational performance.
49 Starting at ‘Why?’
Designing an audiovisual solution begins with understanding its purpose.
By Lisa Perrine, CTS
Creating Retail and Hospitality Destinations With Sensor-Driven AV
The concept of “purpose” — the real reason behind an event,
In a world of Amazon and Airbnb, how do stores and hotels
days. But for too long, technology professionals have been
compete? By creating destinations and experiences that
hesitant to ask customers, “What’s your project’s purpose?”
customers can’t get anywhere else — immersive spaces that
We may ask how they’re going to use a room, or a piece of
trigger personalized, meaningful connections.
equipment. But how often do we understand the business
activation, or technology purchase — is a common theme these
rationale for our clients’ technology investments? The “why?”
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FROM THE EDITOR Everyone at AVIXA is gearing up for InfoComm 2019, to be
people experience the world
held at the Orange County Convention Center in Orlando,
around them; and acting as
Fla., June 8-14. We hope to see you there. In addition to
a catalyst for market growth,
being a showcase for thousands of innovative products and
through research and analysis,
a venue for training and education, InfoComm has quickly
industry awareness efforts, and
become something bigger: A place where solution providers
professional
and customers begin to envision the total impact audiovisual
as certification and standards,
experiences can have.
that build a stronger workforce.
programs,
such
“What are these experiences?” you ask. They’re what
The annual InfoComm show is
happen when AV professionals — in close coordination with
the most visible manifestation
the people who use AV systems — combine the right content,
of AVIXA’s joint commitment to
space, and technology to achieve the perfect outcome.
acting as a hub for the industry
An AV experience can happen in a conference room, a
and a catalyst for its growth. We
performance venue, or out in public, where impactful digital
think Xperience, AVIXA’s official
signage or video art engages people. An AV experience is AV
publication, also reflects our mission.
done right, and it’s this industry’s unique value proposition.
Within these pages are real-world examples of AV solutions and the impact they have. The feature “Future Space” (page 14) explores the way AV solutions factor into evolving work, learning, and public spaces. You’ll also find insight into ways of delivering AV experiences that have impact. In “The Hub” section (page 10), learn how Google develops AV systems from a user perspective. And we certainly didn’t leave out the essential building blocks of all this experience design: the new AV solutions (page 34) and technology trends (page 28) that will keep this industry innovating for decades to come. To experience all this first hand, register to attend InfoComm 2019 at infocommshow.org. And visit us throughout the year at avixa.org, where you can gain insight into AV experiences, the markets embracing them, and the market intelligence (page 44) you need to make the most of technological opportunity. Thanks for reading,
AVIXA is the Audiovisual and Integrated Experience Association, which is committed to a pair of key initiatives: being an industry hub of content and community, bringing
Brad Grimes
together AV providers and users to help change the way
Senior Director of Communications, AVIXA
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THE HUB Google’s User-First Approach to Audiovisual Solutions PHOTOS: GOOGLE
The audiovisual designers and engineers at Google have
to create. Their goal is for users to walk into a space and be
a new way of thinking about enterprise AV: Rather than
able to intuitively use each product. A product roadmap
consider each installation a unique system, they approach
guides the project.
every type of AV solution they develop as a mass-produced
Google’s AV team brings in “non-AV” colleagues with UX
consumer product. “The idea is not that we are building a
expertise to consider human factors and the usability of the
system; we are building a complete product that ships to
system. Those UX professionals are also employed to test
one of our global locations and is ready to be installed,”
the system. Then the product is tested with a sample user
says John Arpino, CTS-D, Manager of Audiovisual Design for
population.
Google. “Everything is considered, down to the packaging.”
Once the AV products are deployed, Google engineers use
The AV “products” they deliver include everything from
telemetry to collect data from the field and identify issues
webconferencing-enabled auditoriums to background audio
or develop new feature sets. Just like Google’s consumer
systems used in Google’s onsite cafés and gyms. The sheer
products, these AV products are built as platforms that can be
size of Google and its company culture drive the product
updated for continued evolution after they’ve been deployed.
approach to AV. Everything needs to work throughout a global
This eliminates the need to constantly update hardware.
operation where work teams often have members spread
Using the product approach decreases the amount of
across continents. Google’s famously innovative company
support needed, increases the speed of installation, and
culture and tech-first identity means that employees have
boosts user satisfaction. Applying design thinking and user-
very high expectations for user experience (UX) and system
experience engineering principles to the management of
performance.
enterprise AV has the potential to revolutionize the work of
The approach borrows concepts from how other Google
AV professionals in large organizations. —Allison Tardif
engineers develop the company’s popular technology products we all use. They start by thinking about the needs of all potential users (installers, support staff, regular users, one-time users) and the type of user experience they want
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Learn how Google scales AV across its global enterprise during InfoComm 2019, June 8-14. Information and registration are at infocomshow.org.
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Bringing Live Events to the Office According to Kyle Hogan of
and it creates a broadcast environment
Expedia’s HomeAway vacation
rather than just another static videocon-
rental marketplace, corporate
ference. We use the equipment to produce
events don’t have to be tired,
our “all-hands” events with the CEO and
boring affairs — all presenta-
broadcast them to our employees globally,
tion, no sizzle. This from some-
such as in Singapore, London, Marseille —
one with a vast production
all those offices enjoy tuning in.
background: Hogan’s gone from mega churches to turning com-
As someone who clearly sees value in
pany “all-hands” meetings into “hands-
implementing these technologies, how
on” engagement. AVIXA asked him how
do you make the business case for this
companies create experiences that em-
kind of solution?
ployees look forward to.
One way is through employee engagement. If you present a better product,
Tell us again: How’d you get where you are?
then employees will be better engaged.
Kyle Hogan: I came from the church
There are people who have been with the
broadcast production world — think large
company for a long time who thanked me
mega-churches where you have multiple
because they see the difference. Also,
cameras, lighting, switchers — the full suite.
CEO time is valuable, C-suites’ time is
Stepping into the corporate world, we
valuable, employee time is valuable. Do
were originally doing standard events and
you want to hold meetings they all just
it was just very stale. Single camera, super-
show up to, or do you want everybody to
wide shot to try and get everybody in the
be engaged? That was our pitch.
frame. I was brought on-board particularly to take the events at HomeAway up
How do you see AV evolving in the next
a couple notches by implementing knowl-
few years?
edge from my production background and
I see a big transformation in the workplace.
bringing it into corporate events.
Like what we’re doing right now: I’m in my home office and we’re able to have a full
And how were you able to kick it up a
conversation. AV technology will unlock a
notch by applying your live production
huge amount of capability when it’s used
know-how?
to free up people to work and live the way
For starters, by enhancing what we had to
they want. —Hanane Abdalla
work with. We still use videoconferencing codecs, but instead of relying on built-in cameras, we set up our own, plus switchers with multiple computers feeding into them. So we now have manned cameras
Catch HomeAway’s Kyle Hogan at InfoComm 2019, June 8-14, as part of the show’s Seminar & Workshop program. Information and registration are at infocomshow.org.
Workplace Transformation Trends to Watch In 2019, corporations are expected to spend $40 billion globally on pro AV, according to the AVIXA Industry Outlook and Trends Analysis (IOTA). Jean Rosauer, CMO Consultant for Fuel Growth Group, sees personalized collaboration as a major workplace trend. “This is the ability for people to choose the collaboration app or device that fits their needs and enables them to join in with their team,” says Rosauer. “Having devices that work with mobile applications provides even greater flexibility. Remote workers and office workers are able to have a similar user experience, pressing the same green button to join a meeting, regardless of whether it is in the meeting app or on the device.” The ability to create uninterrupted workstreams is another big trend, according to Sandeep Mehra, Vice President of Webex Devices for Cisco. “By combining collaboration and productivity tools into one experience, teams can reduce the time it takes to gather information and share it.” Another trend in the corporate workplace is creating smart spaces that are accessible to everyone. Mehra says that, to be more agile, companies are moving from hierarchies to small, empowered teams. They work together more informally, less scheduled. Team members can be co-located or work from any location. This new flexible work style has led to the surge in huddle spaces: small offices and rooms and open spaces where teams can quickly and informally gather to get work done. Huddle space devices need to enable teams to connect with each other, share content, and co-create, he adds. For example, there’s no more huddling around a laptop screen — having a wireless share device that can be connected to a monitor makes it easy for anyone entering a meeting room to instantly share content on a big screen. —Krystle Murphy At InfoComm 2019, June 8-14 in Orlando, Fla., Cisco’s Sandeep Mehra will present a session titled Workplace Transformation Trends to Watch. Visit infocommshow.org for more information.
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THE HUB The Three Cs of Digital Signage Laura Davis-Taylor, Co-Founder of retail experience consultants HighStreet Collective, and Adrian Weidmann, Founder and Principal of StoreStream Metrics, know what technology works and what doesn’t in the battle for shoppers’ attention. They also know that good analytics and scientific insight can help create a retail environment that leads to sales. But how do you build a system that can generate useful analytics? When it comes to digital signage design, they follow the three Cs.
The digital signage’s location and surrounding environment is an important consideration in any in-store retail marketing program.
commercial spot. “You have to be able to measure that,” says
Context
Davis-Taylor, “so you can go back to those who are relying
Context starts with where the digital sign will be located
more on their opinion, as opposed to strategic rigor, and say,
physically and what is around it environmentally. Is it busy;
‘This is what people actually did.’”
is it quiet? Is it in a subway as opposed to a store? Can you feasibly install the proper system or systems to measure behavior around it?
Content
A good digital signage content playlist matches both context
In most cases today, companies are using embedded
and the customer. For this, Davis-Taylor has a golden rule:
cameras with their digital signage, and they’re starting to add
“Fast people, slow images. And slow people, fast images.” With
emotion tracking and increasingly precise facial recognition.
point-of-purchase displays, digital signage designers need to
They can even detect how a viewer’s eyes are moving; not just
make a quick impression. However, if people are sitting for any
their face. From there, context includes factoring in existing
length of time, like in a subway or waiting room, they may be
security cameras to track the paths people take around a
more open to looking at long-format video content.
digital sign. Combine that information with gaze-tracking on
Testing for a successful connection with viewers requires
digital screens, and you can begin to figure out how many
measurement of each individual segment within a playlist.
people saw your digital signage content.
Capturing signage views is the first step, but now it’s increasingly common to use emotion-recognition analytics
Customer
to measure sentiment. “Sentiment drives intent,” Davis-
Related to context are questions about the customer. Who
Taylor says. “If someone looks at your digital sign, but the
is the potential viewer and how is that person behaving? A
content isn’t useful or perhaps even elicits a frown, you’ve
viewer sitting on a subway might spend more time looking at
probably lost an opportunity. But positive sentiment opens a
a screen than someone in a distractive store environment.
new line of questioning: What did they do after they looked
Analytics can help a retail client get to know its customer, especially in cases where the retailer might be reluctant to
at your sign?” If you’ve got all three Cs clicking, maybe they bought something! —Kirsten Nelson
use anything other than long-form video content common in traditional marketing and advertising. Data can help prove that when potential viewers are hurrying past a screen in a busy store aisle, they’re not pausing to watch a 30-second
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Laura Davis-Taylor and Adrian Weidmann will present “Optimizing Digital Signage Design with Retail Behavioral Analytics” on the InfoComm 2019 Center Stage.
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Creating Retail and Hospitality Destinations With Sensor-Driven AV PHOTOS: ZUZOR
In a world of Amazon and Airbnb, how do stores and hotels compete? By creating destinations and experiences that customers can’t get anywhere else — immersive spaces that trigger personalized, meaningful connections. Brian Dyches, an authority on global retail design, and Tammuz Dubnov, Founder of the experiential technology company Zuzor, have worked with many hospitality and retail brands to transform their locations into destinations. “A destination is an environment where you feel like you can sit, relax, enjoy, get perspective, be inspired, and learn. It fits into the actual lifestyle of the individual,” Dyches says. Brands can use a variety of approaches to turn a space into a destination, from taste and smell to
Zuzor has worked with hospitality and retail companies to transform locations into interactive destinations.
a great customer service experience. Companies that have
an adult approaches the screen. Through body gestures,
successfully made the shift, according to Dyches, include
customers can also choose what they want to see.
the Nike Flagship store in New York, Moxy Hotels by Marriott,
So far, say Dyches and Dubnov, guests and customers have
and the Rainforest Café. Nike invites customers to a lab to
reacted positively to these experiences — when they even
personalize their shoes, while Moxy Hotel lobbies reflect
realize what’s happening. In some cases, like in one Westin
where they’re located, whether Seattle or New York, offering
hotel project, children caught onto the interactivity before
guests a city-specific experience. The Rainforest Café uses
adults did.
sound, lighting, and temperature to engage all five senses in a unique dining experience.
Dubnov thinks most AV integrators and designers are ready to start adding sensor-driven elements to projects with just
According to Dubnov, many companies have not fully
a few new tools and insights. The idea that video walls can be
explored how to use audiovisual technology to create a
filled and continually updated with user-driven, interactive
sense of destination. New solutions, like sensor-driven and
content solves an ongoing issue for a lot of AV professionals
augmented-reality (AR) experiences, can help put a brand
and end users: how to fill the content pipeline. Moreover,
on the map. Among Dubnov’s projects, video walls of static
experiential content engages audiences, drawing their
content come to life when a customer engages with them.
attention for longer periods of time (and, if truly engaging, it
These interactive AR installations make the viewer an active
ends up on social media). —Allison Tardif
participant in the message. The displays can sense the person and cue the appropriate content. If a child approaches the video wall, it can play child-friendly content from Disney, for example, and then switch to a message from Budweiser when
Brian Dyches and Tammuz Dubnov will explore interactive content at InfoComm 2019, June 8-14, as part of the show’s Seminar & Workshop program. Learn more at infocomshow.org.
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FUTURE SPACE How audiovisual technologies are changing where we work, learn, and hang out. BY MARGOT DOUAIHY
W
alk into a company run by today’s digital natives
it’s via video — and not just in dedicated executive suites,
and you may find a space characterized not
but everywhere. Some workers are collaborating in person;
only by its floor plan, but also by its adaptability.
others are patching in from distant offices and interacting
Think mobile devices everywhere, but no assigned desks; collaboration technology throughout. When people meet,
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with the same content and tools. Although this “agile office” is not yet mainstream, it’s on the
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change. In 2005, tech workplaces dedicated 89 percent of space to individual desks. Today it’s 25 percent, and by 2025, individual desks may not exist.” These open, collaborative workspaces have their upside, but they also present challenges. A recent Harvard study found that open-plan offices can hurt productivity because workers feel they lack privacy — being able to hear everyone all the time tends to be either distracting or cause enough to stop talking altogether and actually decrease collaboration. Audiovisual solutions can play a critical role turning the modern, open workspace into a productive space. AV ecosystems, such as Plantronics’ Habitat Soundscaping, combine audio and video components — as well as nontechnical physical elements — to create offices that are Plantronics’ Habitat Soundscaping combines audio and video components — as well as non-technical physical elements — to create offices that are more conducive to collaboration.
more conducive to collaboration. Imagine video displays that appear to be windows or skylights, sounds of nature — specifically flowing water — playing through hidden
PHOTOS: PLANTRONICS/POLY
horizon, due in part to the ubiquity and increasing usability
speakers, and soothingly lit, modular waterfalls. Plantronics
of audiovisual (AV) solutions, such as videoconferencing and
has reimagined its own Santa Cruz, Calif., offices with its
shared computing interfaces. A similar evolution is happening
technology to create an integrated experience. It’s not just
in classrooms, where learning spaces are being reimagined to
the sound of water that employees find calming; actually
foster better interaction and group work.
seeing water — live or on-display — helps complete the
Technology is changing the way we think about work and life, which, in turn, impacts the places where we work and live. We’re on the cusp of dramatic change, and AV is playing a pivotal role.
cognitive circuit and creates a peaceful environment that reduces the distractions of an open office. At other companies, the AV experience starts where people often get their first impression: the lobby. Lobby experiences can help energize employees and engage
Workspace Design: Ready for Anything
visitors. Take, for example, eBay’s Main Street location in
Corporations are the biggest purchasers of AV solutions.
Silicon Valley, created by ESI Design, built by AV integrator
One important reason: Technology-equipped companies
Diversified, and brought to life with content imagined by
are better positioned to recruit and retain top talent.
multimedia studio Float4.
According to AVIXA’s Industry Outlook and Trends Analysis
Upon entering the lobby, employees, partners, and
(IOTA) report, “a growing faction of corporate America is
visitors are immediately greeted by technology that tells
attempting to create more innovation by bringing employees
the company’s story. Custom-fabricated LED columns and
back to home base. AV technology implementation is the way
interactive touchscreens display content that intermingles
for companies striving to make the office ‘the place to be,’ in
with the environment. The lobby’s centerpiece is a 15-foot
part by improving user experiences.”
videowall where employees and visitors can tap product
Such environments can empower employees to work in
icons to see how many sold recently on eBay.
ways that match their individual strengths. Technology-rich,
“Main Street has infused so much more energy and pride
multipurpose spaces can also breathe new life into stagnant
in our employee base,” says Wendy Jones, Senior Vice
practices and foster more efficient workflows.
President of Global Operations at eBay.
With the growing demand for flexible AV in the workplace
Collaboration technologies, then, are the glue that holds
comes the need for flexible office designs. Research by
together this energized, mobile, tech-savvy workforce.
design and architecture firm Gensler shows that “coworking
“Video-based collaboration will fuel improved connection
has become an essential element to navigating constant
and communication among employees in the workplace and
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PHOTOS: DIVERSIFIED
The lobby in eBay’s Silicon Valley location was created by ESI Design, built by AV integrator Diversified, and brought to life with content imagined by multimedia studio Float4.
remote colleagues, clients, and consultants,” says Craig Park, Principal Consultant at The Sextant Group. But for all the technical acumen of today’s workers, and their aversion to outdated business practices, collaborative audiovisual solutions deployed in a modern office must be easy to use. There’s no time for onerous bug fixes or downtime. Employees already have many screens in their lives. They expect multi-screen, dynamic workspaces that they can enter instantly for visual immersion. And the AV
and the trained professionals to implement them, to create
implemented today must be agile enough to support the next
breakthrough growth,” says Keith Denham, Managing Principal
great killer app or workgroup paradigm, whatever it might be.
and National Director of CohnReznick Advisory. “We created
New York accounting firm CohnReznick built what it calls
the Innovation Lab to help clients build a renewed business
an “Innovation Lab” in its Manhattan office, giving clients the
culture that’s fast and nimble, seizing opportunities before the
ability to brainstorm business solutions with CohnReznick
competition, to get ahead and stay there.”
staff quickly and efficiently through a combination of AV
According to CohnReznick, its teams are now 60
systems, proprietary software, and data. Software that lets
percent faster at solving problems, and, from an operations
users edit and manipulate documents, videos, graphics, and
standpoint, they have become 45 percent more cost-
more on multiple displays, plus a matrix of large touchscreens,
efficient since implementing the Lab’s AV solution. And as
form the foundation. The space also includes cameras for
good as the remote-collaboration capabilities have been,
videoconferencing and microphones embedded in the
CohnReznick has found that design and strategy work is
room’s ceiling to provide pickup coverage for all seats. The
especially effective when participants are physically in the
company put additional videowalls in its Chicago and New
lab where they can interact with the AV collaboration tools.
York City offices so remote participants can join sessions.
“Because the workspace allows us to collaborate in real
“Studies suggest that those organizations that successfully
time with consultants and clients in different locations,
nurture an innovation culture realize increased profit compared
our meetings have not only become more productive, but
to their peers. Unfortunately, many growth companies lack the
our team has become more aligned with clients,” says Paul
capability, including access to the latest tools and frameworks
Gulbin, Managing Director, CohnReznick Advisory.
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The Indiana University Idea Garden exemplifies the technology-rich “Thinker Space” — an environment designed to ignite student curiosity and encourage cross-disciplinary practices.
The challenge in all this? Integrating AV and collaboration
engineer and independent consultant. He’s noticed “a rise
into workspaces so that users can be productive. “The
of more intelligent automation” and standards that can help
standard worker wants to be able to use elevated technologies
employees move from room to room or system to system
without extensive training,” say Shane Springer, CTS-I, an
“without having to relearn the user interface.”
Creative Synthesis and the New Learning Space
Like the corporate campus, the college campus is ripe for innovation. From the AV clubs of yore to 4K displays in anatomy labs, audiovisual solutions and education are inextricably linked. Makerspaces, “sandboxes” with interactive displays, and interdisciplinary ideation spaces are becoming more common. But for Tim Van Woeart, Senior Project Supervisor for Digital Classroom Services at Rutgers University, active learning is still the dominant learning space trend. Active-learning rooms can accommodate small groups, host breakout sessions, and support sharing ideas in multimodal, meaningful ways. Regardless of the wired or wireless audiovisual presentation systems, “everyone seems to be getting into the collaboration dynamic now,” Van Woeart says. Active learning means giving students more agency in the process. “It’s also meeting many of the students’ needs now that were not previously met,” Van Woeart says. “Some students are learning better in smaller groups — at more of New York accounting firm CohnReznick built what it calls an “Innovation Lab” in its Manhattan office, giving clients the ability to brainstorm business solutions with CohnReznick staff quickly and efficiently.
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a personal and interactive level than in large lecture halls spaces.”
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PHOTOS: MICHAEL FIRSICH PHOTOGRAPHY
In the lobby of Marriott’s Renaissance New York Midtown Hotel, visitors start their digital experience in the elevator corridor, where projected graphics react to their movements.
The Sextant Group’s Craig Park recognizes how active
faculty, and staff. The real value of VR, as Johnston sees it,
learning gives students more purchase, but he also says,
comes when the technology is embedded in a curriculum,
“There are multiple pedagogical models that can be enhanced
encouraging students to think, learn, and solve problems in
with AV.” When he consults with faculty, he discusses what
new and experiential ways.
teaching modality would be the best fit for their unique pedagogy, and then builds solutions around that modality.
Video
collaboration
and
online
lecture
capture
technologies make classrooms more than a physical space in
The Indiana University Idea Garden exemplifies the
a building. Designed properly to maximize acoustics, lighting,
technology-rich “Thinker Space” — an environment designed
and sightlines, and integrated with the latest AV conferencing
to ignite student curiosity and encourage cross-disciplinary
solutions, the campus space extends to rooms of students
practices. An energizing interior design and the latest
and lecturers all over the world.
collaborative technologies, including the Google Jamboard and HTC Vive, help foster innovation.
“We can do a lot more with lecture capture,” says Van Woeart, “like bringing in professors who are experts in
Virtual reality (VR) labs are also beginning to appear
their field, outside of New Jersey.” He shares the example
on campuses. At schools like William Paterson University
of a graduate-level sports management class in which the
in Wayne, N.J., VR labs are replacing obsolete spaces,
instructor, an Olympic gold medalist, taught from Jacksonville,
such as photo development rooms. The debut recently of
Fla., for 95 percent of the class. “We virtually brought her into
an affordable, wireless Oculus Quest VR system is being
the classroom,” he says. “It was an immersive experience for
heralded as a disruptor that could help democratize the
the students, with live interaction.”
emerging technology.
Whatever new technology impacts learning-space design,
“No longer do you have to go to a million-dollar space
it must be tied to a genuine student need, says Justin Rexing,
or CAVE to experience VR,” says Julie Johnston, Director
CTS-D, Audiovisual Design Engineer at Western Kentucky
of Learning Spaces for Indiana University’s Information
University and owner of the Rexing Consulting Group.
Technology Services. As VR becomes more affordable and
“We have to keep students’ perspectives in mind,” he
manageable, she says, “We need to consider putting it into
says. This requires candid discussion, a needs analysis, and
our classrooms.”
involving various stakeholders early in the process. Rexing
The Indiana University Library Virtual and Augmented Reality Lab (VR/AR Lab) is available to all IU students,
believes “wise investments in audiovisual solutions can dramatically elevate the classroom experience.”
“Because the workspace allows us to collaborate in real time with consultants and clients in different locations, our meetings have not only become more productive, but our team has become more aligned with clients.” —Paul Gulbin, Managing Director, CohnReznick Advisory
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PHOTO: LEYARD
Twelve ground-level windows of the Port Authority Bus Terminal in New York City have been transformed into Coolture Impact, a public, interactive videowall display composed of large LED screens.
Engaging Experiences — in Public
And after a day of work or learning, people continue to move
the AV integrator that pulled the project together, along with technology manufacturer Christie Digital.
through spaces imbued with new audiovisual technology.
In Dubai, at the 680,000-square-foot City Walk mall,
Hospitality brands — hotels and restaurants — are adding
100 million pixels of digital media and entertainment draw
AV to their designs to reflect the digital lifestyles of their
huge crowds to shop, watch multimedia shows, and simply
guests and meet expectations for a technology-driven
enjoy themselves under a digital canopy surrounded by four
experience. Malls, transportation centers, public spaces —
moving projection-mapped water curtains.
all are undergoing a digital evolution, integrating audiovisual solutions to create destinations.
And then there’s public transportation. A frenetic hub of passenger activity, the Port Authority in Times
In the lobby of Marriott’s Renaissance New York Midtown
Square, N.Y., is a gateway for interstate traffic. Now it is
Hotel, visitors start their digital experience in the elevator
also home to a clever installation of artful technology.
corridor, where projected graphics react to their movements.
Twelve ground-level windows of the Port Authority Bus
As they walk through the lobby, wall content changes,
Terminal have been transformed into Coolture Impact, a
inviting them to “play” with their surroundings. Farther
public, interactive videowall display composed of large LED
down the corridor is a virtual concierge, where guests can
screens. The videowall includes a motion-sensor, camera-
stand and point to projected images on the wall and explore
based tracking system that is custom-mounted along with
what interests them. Sensors respond to people’s motions,
the Leyard LED displays, offering passersby the chance to
activating content and helping determine where to go for
bring the digital canvases to life with their movements. It’s
dinner, take a walk, shop, or experience the city’s culture.
a place where people can enjoy themselves before or after
“It is an intricate dance between the brand’s expression in
a long journey.
the physical environment and how interactive digital media
With advances in AV technology, virtually any type of
plays a role in enhancing experiences,” says David Kepron,
space can be transformed to create new experiences and
Marriott Vice President of Global Design Strategies.
facilitate better productivity, learning, enjoyment, and
At the new San Diego Intercontinental Hotel, guests and
more. “We continue to study audiovisual experiences, such
the public can enjoy Liquid Light, a projection-art installation
as digitally immersive environments, adaptive interfaces,
displayed on a large glass façade. It’s a hyper-real, moving
and the neuroscience of customer engagement in a digital
mural displayed in Ultra High Definition. “This project is
world,” says Marriott’s David Kepron. “The influence of a
a perfect example of how many in the hospitality industry
digitally mediated culture on an emerging generation will
are stepping up their game to create an extraordinary
result in vastly different expectations.”
experience for guests,” says Jeff Irvin, Principal of Spinitar,
Dan Daley and Kirsten Nelson contributed to this story.
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BETTER SCREEN TIME The curation of sound and video is creating memorable experiences in retail, hospitality, and attractions. BY KIRSTEN NELSON
A
t practically every waking moment, time in front of the screen is an integral part of our daily lives. Whether to collaborate at work, relax at home, or escape both and find entertainment in the world, video imagery and its attendant sound and lighting are everywhere. So much screen time has created an interesting phenomenon. Fatigued by the isolation wrought by so many hours in front of screens, we are seeking new connections in the world: interacting with other people and with the physical environment around us, and welcoming a more tactile experience with the objects and products in our sphere. This is particularly true in retail and hospitality, both of which require a social element but must now deliver greater levels of immersive engagement so that people will actually look up from their screens. In these spaces, a delicate feat of design is occurring: The same technologies that feed screen time are being harnessed in new and carefully curated ways to enhance the human experience. Video, sound, and lighting have long been vital to creating atmosphere; today they’re equally important for making connections, capturing attention, and building a new energy that keeps people coming back for more.
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PHOTOS: PERCH INTERACTIVE
Neiman Marcus Tries Digitally Interactive Shopping A pioneering brand in the luxury retail space, Neiman Marcus
The shelf and display are powered by technology
has cultivated a chic and inviting vibe for more than a
developed by Perch Interactive, a provider of customized
century. Shoppers who visit any of its 42 locations have come
dynamic video experiences for retail. The elements of each
to expect both the warmth of the store’s Texas roots and the
Perch Shelf are carefully calibrated to match a brand’s
cool sophistication of fine wares in opulent surroundings.
style, engage customers, and deliver content that furthers a
Since opening its doors in 1907, Neiman Marcus has proudly
business goal. It also has built-in analytics to help retailers
evolved with the times, proclaiming that it continues to “stay true
discover what works and what doesn’t when trying to drive
to the principles of our founders while reinventing the shopping
sales.
journey for the luxury customer of today and tomorrow.”
Shoppers are lured by customized content to move toward
True to form, Neiman Marcus recently experimented with a
a sales display and pick up an object, such as a high-heeled
new interactive shopping experience. As they visited various
shoe. This action prompts a sensor to trigger additional
departments, shoppers were greeted with a new form of
content relevant to the shoe, which further encourages the
retail spectacle intended to attract attention and sense their
customer to learn more about the brand, including product
interest, and further, provide information in an engaging
details, color options, pricing, and related styles. The
manner. While this may sound like a regular encounter with
interactive display can also suggest clothing and accessories
a sales associate (and there are still plenty of those to keep
to complete a look.
people happy at the stores), this was actually a technological interaction.
The information-rich experience is similar to browsing product options on a website, but with the added bonus of
Elevating the trend of video displays in retail to a more
the tactile experience and the opportunity to consult with a
Neiman Marcus level, the store field-tested what’s known
sales associate for more context or to try things on for size.
as the “Perch Shelf.” Not just any shelf, the platform
“It’s a holistic approach,” says Trevor Sumner, CEO of
includes a 48-inch interactive touch screen, embedded
Perch Interactive. “We create tools that help the sales
in an aesthetically pleasing design in the retail display that
associates. This is a trend we’re seeing across retail…. Every
enhances the sophistication of the space.
time you have friction in the process, you have fall out. You
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At Neiman Marcus, shoppers can pick up an object, such as a high-heeled shoe, which prompts a sensor to trigger additional content relevant to the shoe.
need to look at what are the frictions and what are the joys
percent boost in women’s shoes purchases, and a 45 percent
that we need to complete a purchase.”
increase in sales of men’s footwear over the testing period.
Digital displays are essentially blank canvases that can be
Moreover, customer engagement and dwell time were
updated frequently without much overhead. Each object on
measured at 6 to 14 times what they were with traditional
a shelf can relate to separate content, optimizing that space
displays.
for information and branding.
“It’s all about connecting the different experiences and throwing out the idea that the physical and the digital are
yielded positive results. According to numbers shared by
separate channels,” Sumner explains. “It’s about recognizing
Perch, there was a 20 percent increase in handbag sales, a 39
that the customer is the channel.”
Connecting a Community at Ace Hotels
A haven for creatives since its first location opened in Seattle in 1999, Ace Hotel continues to cultivate its reputation as a
PHOTO: ALEXA VISCIUS
Evidently, Neiman Marcus’s foray into interactive displays
contemporary refueling station for artists on the road and the locals who collaborate with them. As this hospitality innovator has expanded globally, its locations have become gathering places for those who follow their passion for a living. The New York Times recently credited the hotel with having pioneered coworking spaces, creating a collaborative and cozy vibe in its lobbies, and encouraging productivity with caffeine and sundry provisions such as Wi-Fi and handy power outlets. But people don’t congregate in the Ace Hotel lobby because of the power outlets. They settle in because of the atmosphere, and that atmosphere is especially resonant because of Ace’s foundational connection with local culture, specifically as expressed through music.
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The lobby of the Ace Hotel in Chicago is also a community gathering place.
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CASE STUDIES
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“Music has always been part of Ace’s roots,” says Ryan Bukstein, Vice President of Brand at Ace Hotel Group. “We started in Seattle as a place for bands, artists, and creatives to come through while on tour, and this ethos has been a guiding PHOTO: ANDREW MEREDITH
pulse ever since. We think of hospitality as friends taking care of friends, and that includes a sonic experience — we don’t think of music as a tool so much as an aesthetic and soulful necessity.” In fact, Ace has expanded its brand into dedicated music venues with advanced sound and video technology, including the Three Keys club at its New Orleans location and the carefully restored 1920s-era United Artists movie palace at its downtown Los Angeles location. Now known as The Theatre at Ace Hotel, the ornate 1,600-seat venue with a full cinema projection and audio system has become a destination for both L.A. locals and global fans.
The Ace Hotel London has projectors for visiting artists to use.
The collaborative spirit at Ace also extends to visual arts, with projectors available in many of its public spaces for
Most recently, the hotel launched the Double Vision festival
artists and DJ guests to utilize, and a long list of spectacles
at its Chicago location, programmed as an extension of two
such as the Joshua Light Show in London and several live
of the city’s largest annual live music events. “We wanted to
music accompanied screenings at The Theatre at Ace in
create a space for visiting artists to connect directly with the
Los Angeles.
community through the activation of our public spaces in performances, DJ sets, visual art, and more,” Bukstein says.
In the crowded Ace Hotel lobbies, guests are encouraged to participate in all kinds of technology-based arts; the spaces
The Ace Hotel also provides support for audio recording
are often used for code-athons and other gatherings geared
through its Studio A program. Hoping to encourage artists
toward new segments of creators and makers. “At Ace, we
to experiment and record new works during their stay, the
respond and add to the beautiful noise in our communities,
program provides loaner recording gear such as mics, synths,
offering a platform for local and international artists and fans
and mixers. “Groups like Flatbush Zombies have utilized
to come together and celebrate the abundance of talent in
Studio A to create films and music at the hotel,” Bukstein
unique, compelling, and multilayered ventures,” Bukstein
notes, adding that there are plans to build dedicated
says. “As individuals, we’re super fans. In this way, there’s no
recording studios in future locations.
separation between who we are and what we do.”
Tut Exhibit is a 21st-Century Experience For the 100th anniversary of the discovery of King Tut’s tomb,
With all the elements of a full-scale touring stage show,
the pharaoh’s most dazzling objects of 3,300 years ago have
IMG’s production of King Tut: Treasures of the Golden
met with modern spectacle in a new touring exhibition that
Pharaoh was carefully calibrated to deliver on the tactile
will hit 10 cities around the globe. The show’s more than
promise of precious historical objects while also satisfying
150 artifacts, 60 of which have never previously left Egypt,
the modern craving for immersive entertainment.
shimmer in any light, but as they travel the world on this
The job of readying the electronically enhanced pedestal
unprecedented six-year run, they’ll have some extra help
for this latest globe-circling jaunt of Tut’s fascinating
from technical showmanship.
ephemera was awarded to Canadian systems integrator Design
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PHOTOS: DESIGN ELECTRONICS
King Tut: Treasures of the Golden Pharaoh was carefully calibrated to deliver on the tactile promise of precious historical objects while also satisfying the modern craving for immersive entertainment.
required some extra finesse to maintain the spell as visitors take escalators to other levels. Designed to entrance visitors as they enter more exhibits focused on discovery and archaeology, “The Wishing Cup” 3D Electronics. In selecting the technologies that would spotlight
immersive experience features projections that appear as if
artifacts and captivate visitors’ attention, the focus was always,
glowing across an opaque surface. Spoken narration explains
“How could we take these amazing artifacts and have the
why the artifact was hidden, explains Williams, and “then
electronics — audiovisual, sound, and lighting — enhance the
there are sound effects, like something is being chiseled away.
experience,” says Khalil Williams, General Manager of Design
And as it’s chiseled, the opaque image falls away, and you see
Electronics. “We wanted to paint the picture with sound and
the reveal to the tomb,” he says. The illusion was created in
video, and take the guest there by creating an immersive
collaboration with exhibit designer Fricker Studio, fabricator
environment that engages several of the senses.”
Cinnabar and lighting designer Brad Malkus of Lightswitch.
That immersion begins with the show’s intro theater
The Tut exhibition was such a crowd-pleaser, its closing
experience, which features a 180-degree video presentation
date and opening hours were extended at its premiere
designed to create an “ethereal” effect with tales of stars
location at Los Angeles’ California Science Center. It has
and gods. To achieve the feeling, Design Electronics opted
now moved on to its European engagement, where in March
for a 23-foot-wide, 7-foot-tall curved screen that was
it opened at the Grande Halle de la Villette in Paris. Having
raised so viewers were gazing upward as if into a night
spent time observing visitors as they traveled through the
sky. Additionally, another layer of sensory experience was
exhibit, Williams notes, “It’s interesting, because you do get
added to complete the effect: “We use sound to spatially
the ‘wow’ moments with the technology, but you also very
create the effect that you are passing along with Tut,”
much get the ‘wow’ moment with the artifacts. The blend
Williams explains.
of the audiovisual and the actual artifacts helps visitors
Sound and video are paired together in various ways
understand why the artifacts are so important. It’s essential
throughout the exhibition, helping to carry the thread of a
to give people a reason to get out and leave their homes
mystical experience. The massive show, which will often
— just like going to see a movie, you want to have the best
be housed across multiple floors of the museums it visits,
audiovisual experience.”
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IT’S A BRAVE NEW WORLD InfoComm’s long-time explorer of future trends talks about their impact on audiovisual solutions. BY PETE PUTMAN, CTS
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PHOTO: LG
LG’s OLED videowall
3/29/19 3:14 PM
I
f you monitor developments in mainstream electronics,
there is little profit in making them. That’s what’s behind the
you’ve surely noticed how short the technology pipeline
move to 8K panels, which are being constructed on even
has become. By “pipeline,” we mean the time between
larger fabrication lines. And it’s not just about more pixels
when a new technology debuts as little more than a prototype
on the screen: The displays are getting larger, with 65-inch,
to when it’s available as a mass-market product.
75-inch, 85-inch, and even 98-inch products in the pipeline.
What’s even more intriguing is how an increasing number
For several years, corporate, education, and other users
of gadgets originally intended for consumers have migrated
of display technology have been gravitating toward large
into the commercial audiovisual world. Up until the turn
LCD monitors and TVs for presentation and other purposes.
of the century, the flow of new product development was
And the move to 8K may hasten that trend once prices
predictable. Technological innovation always started in the
become competitive. Numerous markets are interested
broadcast and AV worlds with successful products such as
in 8K, including command and control, process control,
camcorders, computers, and flat-screen televisions first
virtual reality and simulation, medical imaging, mapping and
seeing light as expensive professional gear.
geography, and immersive entertainment. You’ll see more
That’s all changed. Now, the “tail wags the dog,” as analysts
than a few 8K products at InfoComm 2019.
like to say. Much of the technology we rely on every day was first developed for consumers. Think of huddle rooms where participants in a meeting collaborate and share ideas
Next-Generation Projection
wirelessly, using their tablets and smartphones. Consider
projectors, that is. Projector makers are slowly saying goodbye
the increasing number of schools and universities that are
to traditional, short-arc bulbs in favor of solid-state lighting
streaming classes and course content online using YouTube
that uses light-emitting diodes up to about 1,000 lumens and
channels. Closer to home, how about that 65-inch Ultra HDTV
laser-phosphor light engines for higher brightness levels.
with high dynamic range you just bought to watch Netflix?
Lamps are going out all over the world — the lamps inside
Although this trend has been in the works for a while, we’re
The fact is, the dividing lines between “professional” and
just starting to see prices come down. The next generation
“consumer” electronics are largely blurred, and, in many
of projectors brings obvious advantages: no lamp changes
cases, have disappeared. One good example is the so-
and a longer product lifespan. But it also represents a new,
called internet of things (IoT) category of devices, where any
innovative lease on life for a category of AV solution that has
number of products (appliances, doorbell cameras, HVAC
been under pressure from ever-larger flat-panel displays.
systems, refrigerators, and TVs) can communicate with each
Large, economical LCD screens are attractive for small-
other over a home or office wireless network. These devices
to medium-sized meeting rooms and classrooms, but at
can configure themselves and respond to commands from a
screen sizes above 70 inches, projection still represents a
voice recognition system — no keypads to push, no codes to
more economical way to create large images, especially now
enter, and no remotes to fiddle with.
that it can be achieved with no lamps to replace or filters to
Here are a few of the technology trends that will redefine
clean. And more projectors are adding image warping and
audiovisual experiences in the years ahead. Catch them at
mapping software for projection on non-linear surfaces, as
InfoComm 2019.
well as concave and convex screens — an AV experience LCD monitors struggle to create (for now).
Even Higher Resolution
Let’s start with 8K video and displays. “8K?!” you ask. To the average person, there seems to be an ongoing and illogical
The Humble LED and Flexible Screens
race by manufacturers to get to the next higher level of
emitting diode (LED) is poised to become the dominant display
resolution. Why, it was just six years ago that the first 4K/Ultra
technology. You see them everywhere nowadays as LED walls
HD displays appeared on the market, and now we’re already
and displays have moved from Times Square and stadiums to
talking about 8K. Are we being premature? Is 8K for real?
university lecture halls, student centers, corporate lobbies,
Yes and no. The display panels used in large monitors and televisions increasingly come from manufacturing lines in
Who could have seen this coming? The once-humble light-
shopping malls, airports and train stations, bank lobbies, and even background sets for TV news broadcasts.
China, and economies of scale have recently forced down
What’s made all this possible is a class of fine-pitch
the prices of finished 4K display panels to the point where
“mini” LEDs that can produce images with extreme detail,
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PHOTO: MOMENT FACTORY
LED walls and displays have moved from Times Square and stadiums to university lecture halls, student centers, corporate lobbies, airports, and shopping malls.
even when viewed at short distances. LED walls (made up of
emitting diode (OLED) displays appeal to retailers. It’s now
smaller individual tiles) can also produce very bright images
possible to make transparent (see-through) and reflective
with high dynamic range and ultra-saturated colors. Enough
(mirror) displays for unusual applications.
manufacturers are selling mini LED tiles now that pricing is becoming very competitive.
And after much rumor and development, flexible OLED displays are now being manufactured. These can be warped,
The modular nature of LEDs has great appeal for digital
curved, wrapped around poles, and even folded to fit in your
signage: They are easy to transport, can be stacked in any
pocket. At least two prototypes for foldable smartphones
configuration, and some are even being built into curved and
have been shown publicly and should be on the market by
hemispheric designs. The rental and staging market has taken
the end of this year, along with a foldable tablet. Look for
particular notice of LED displays, with the result that most
at least one manufacturer to demonstrate curved display
musical acts and many touring Broadway shows now use
technology for digital signage at InfoComm.
LED walls instead of projectors for image magnification and virtual sets and backdrops. There is a next step for LED technology, and it’s called
Wireless Connectivity
To connect everything, a new class of wireless devices will be
“micro LED,” consisting of millions of super-tiny red, green,
coming to market this year, using near-field connectivity and
and blue chips that will eventually be used for televisions,
millimeter radio wave frequencies. What that means is a wide
computer screens, tablets, and smartphones. In January,
range of connections — display, audio, control, even power
one manufacturer demonstrated a micro LED near-to-eye
— can be made simply by placing a compact transmitter
display with Full HD resolution that measured just .57 inches,
and receiver close to each other, typically within about 10
while another brand showcased a complete 75-inch micro
millimeters.
LED 8K TV.
With one technology that operates in the 60 GHz radio
What’s more, advances in display-panel manufacturing
band, you can instantly connect a tablet to a television simply
have made it possible to turn out displays in just about
by placing the tablet in a dock. You can also transfer large
any size you’d want. Super-wide, curved LCD monitors are
data files within seconds over a wireless USB connection. 8K
favored by gamers, while tall, skinny LCD and organic light-
video content has been connected wirelessly to a 75-inch
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KEYNOTES
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PHOTO: SAMSUNG
4K was so last year — 8K screens are on the horizon.
TV simply by locking the back of the TV into a supporting
ability to remember where you set your light levels a few
bracket and stand. A similar approach allows individual LED
days ago and offer those settings as a suggestion. And how,
wall tiles to be removed and replaced quickly, using magnets
exactly, would the AV system communicate with you? By
to dock and hold the tile in place.
using one of the many voice recognition systems already
Other developments in wireless connectivity have
available to consumers — “Hey Google, Alexa, Siri, or
made the “cordless” classroom possible. The latest Wi-Fi
Bixby.” All these speech recognition interfaces added a new
technology, known as channel-bonding, enables anyone
wrinkle this year: You can ask any of them to recall choices
to share screens and present high frame rate video from
you made previously, from music you streamed for lunch
their mobile devices, all through a central wireless hub that
to TV channels you watched the night before or during the
connects to an external TV or display. These hubs were once
past weekend.
expensive products, but their costs have come way down in the past three years.
This form of artificial intelligence adds a key component, and that’s machine learning — the second piece of the puzzle. As you execute a series of voice or physical commands, they
AI and Machine Learning
are stored in memory as preferences. You could walk into a
Artificial intelligence has arrived. As you read earlier, IoT
meeting room and turn on selected pieces of equipment,
represents a new way to connect gadgets and devices to a
lower the lights, and activate a videoconferencing link. All
network and to each other. Most pieces of AV hardware now
of those commands together become a “macro” command
support some type of network connection (usually wired),
that can go by any name you want. The next time you enter
while smaller devices such as smartphones rely on wireless
the room, you simply tell the voice assistant to use “My
connectivity. Both types can connect easily to a network,
Room” settings, and it’s done.
which makes them discoverable to anyone (and any other
Sound far-fetched? Not at all. One 2019 premium LCD TV
device) on that network. That’s the first piece of the puzzle.
lets you control a robot vacuum, monitor your washer and
Current network-based control systems can identify
dryer, check your front door camera, surf the internet, raise
a connected device — say, a light dimmer — load the
or lower your thermostat, operate an air purifier, and order
appropriate drivers, and create an icon on a touchscreen so
takeout. Another connected TV suggests music you might
you can raise and lower the lights. That touchscreen could be
like based on previous playlists or TV programs similar to
a dedicated display in the room or it could be your tablet or
those you watched recently.
smartphone. The command strings and operation are all in
AI and machine learning have also shown up in futuristic
the background, but your operation is intuitive. Swipe up to
automobiles. One car features a camera watching your face
raise light levels and swipe down to lower them.
to see if you were driving distracted or dozing off at the wheel.
Where things get interesting is in the control system’s
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Yet another demonstration of facial recognition shows what
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One 2019 premium LCD TV lets you control a robot vacuum, monitor your washer and dryer, check your front door camera, surf the internet, raise or lower your thermostat, operate an air purifier, and order takeout. Another connected TV suggests music you might like based on previous playlists or TV programs similar to those you watched recently.
emotions you are feeling, coupled with sensors to monitor
ways to capitalize on economical, ubiquitous network
your body temperature, pulse rate, and respiratory rate. The
infrastructures.
car’s AI voice can then inquire about your well-being or alert you that you were about to drive off the road.
Prices for 10 Gb network switches continue to fall, and several options required for moving AV applications over IT networks (support for jumbo frames and IGMP snooping,
Sounds That’s All Around
to get a little techy) are now standard features. We should
One of the latest developments in audio playback is spatial
even see few 10 Gb network switches with a combination of
sound (a.k.a. 3D sound), a technique that uses multiple
CAT-6, SFP optical, and HDMI ports at InfoComm. The
speakers and some clever phasing and positioning to make
idea of a direct HDMI connection into a switch is clever, as
it sound like dialogue, music, and effects are near you —
it eliminates the need for an external codec (an encoder/
just above, behind, or zipping by. Spatial sound is the latest
decoder) and some cabling.
step in the evolution of surround sound, and perhaps the last until transducers are actually implanted in our heads.
You still need a codec at the network switch, and it will be interesting to see which formats companies adopt:
There are several flavors of spatial sound. The best known
low-latency JPEG-based versions or higher-latency, high-
is Dolby’s Atmos system, but Japanese broadcaster NHK has
efficiency MPEG (H.264 and H.265) iterations. Blue River
also shown a 22.2-channel spatial sound system to go with
NT is the underlying codec for the popular SDVoE system.
its 8K Hi-Vision television broadcasts. Microsoft includes
You’ll also hear about something called VVC (Versatile
Windows Sonic with the Windows 10 operating system and
Video Codec), the next step forward from H.265 and
it can work with both built-in speakers and headphones.
projected to be finished next year. Developers say VVC will
In January, Sony announced its 360 Reality Audio system,
help with emerging AV applications, such as 360-degree,
developed with Fraunhofer IIS and based on the MPEG-H
omnidirectional immersive multimedia and high-dynamic-
3D Audio specification. (Variations of the technique are
range (HDR) video.
used to project audio in cars: Even though the speakers are mounted in a headrest, the sound seems to be coming from the dashboard and windshield.)
Looking Ahead
These are just some of the emerging technologies and trends
Where might you use spatial sound? The most obvious
you’ll hear about in June. The question now is, how quickly will
application is virtual reality or a virtual environment you
AV integrators, experience designers, and customers across
create for viewing through specialized eyewear or on
all industries adopt them? We’re more likely to see the rapid
large, immersive displays. MPEG-H audio can be used for
adoption of advanced display technologies, for instance, than
video, movie, and music tracks, and ostensibly for a more
AI-based control systems, primarily because of security and
immersive version of videoconferencing when combined
privacy issues with the latter. But make no mistake, all these
with panoramic, high-resolution video.
technologies will find their way into future solutions. Remember: The tail still wags the dog.
AV Over IT Networks
One over-arching trend is the move away from traditional AV signal switching and distribution to network-centric signal management. Sending AV over IT networks is still relatively new, but expect to see many solution providers showing
Join Pete Putman and other technologists at Orlando’s Orange County Convention Center for Emerging Trends Day, June 11, the “Super” Tuesday before the InfoComm show begins. More information is available at infocommshow.org.
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SOLUTIONS
MAP Features Flexible, Reconfigurable C3 Credenza BOOTH 2500 Building off the success of its C5 Series Credenzas and based on integrator feedback, Middle Atlantic is introducing the slim-profile C3 Series AV credenza that’s sized to fit even the most space-limited boardrooms, meeting spaces, and huddle rooms. A flexible and reconfigurable racking system, its frame contains multiple notches in each bay that allow the integrator the ease of nearly endless storage configurations. Shelves can be added, removed, or reconfigured on the fly by simply snapping in or unsnapping accessories. This feature lets the integrator make final configuration decisions in the field, confidently knowing that the C3 can scale and grow as the system expands. The C3 Series Credenza fits in with today’s demanding commercial installation trends. With its minimal, 10-inch-deep footprint, itprovides installers with a space-saving solution for systems that are component intensive and have limited storage space. The C3 features a secure steel substructure that mounts directly to the wall, free from the outer wood cabinetry. From there, integrators have full visibility to load the rack, run cabling, and validate the system before sliding the finished sides and doors overtop. This ensures every piece of AV, UC, and display equipment is cleanly installed and wired for systems reliability.
Clear-Com Clears Way for Communication Access BOOTH 6755 When your core intercom user group needs to expand or include remote users away from the main facility, providing additional communication access can be challenging and expensive. Clear-Com’s LQ Series devices and Agent-IC apps offer simple and cost-effective solutions. LQ Series devices provide intercom connectivity to link multiple systems together over IP networks. They enable users to extend intercom channels to remote locations, add mobile clients and SIP/VoIP telephony to existing intercom systems, and enable extra audio I/O for both HelixNet and Eclipse HX systems. Up to six LQ Series IP devices can be linked together in any combination of two-wire, four-wire, or four-wire with GPIO. The Agent-IC virtual intercom panel mobile app for iOS and Android provides a cost-effective and fast-to-deploy solution to allow remote teams to stay connected. Downloadable from the Apple iTunes Store and Google Play store, Agent-IC operates on smart devices, including phones, tablets, and the Apple Watch, and connects securely to multiple networks over 3G, 4G, LTE, and WiFi networks. Agent-IC complements traditional intercom systems such as the Eclipse HX digital matrix, Encore analog partyline, and HelixNet digital partyline intercom systems.
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Hitachi Kokusai Upgrades Compact Box Cameras BOOTH 3800 Hitachi Kokusai is showcasing enhanced versions of its high-performance 1080p and 1080i compact box cameras, both now featuring firmware upgrades. New firmware for the DK-H200 1080p camera adds high dynamic range (HDR) support, while an update to the 1080i DK-Z50 further enhances its exceptional quality. The new DK-H200 update brings the benefits of HDR to the box camera format, enabling visibly superior HDTV productions with increased contrast, expanded mid-tones, and greater detail in dark and bright picture regions, thereby improving viewing experiences without the higher costs and workflow overhead of Ultra HD. The new firmware supports HDR specifications, including HLG (Hybrid Log-Gamma) and HPQ, which is compatible with the HDR10 open standard for consumer TVs. The DK-Z50 update improves its image quality even further, enabling closer picture matching with Hitachi Kokusai’s popular Z-HD5000 broadcast studio and field production camera. The new firmware increases the DK-Z50’s signal-to-noise ratio to greater than 60 dB while also enhancing its detail functions and characteristics. The new DK-H200 and DK-Z50 firmware updates are slated to be released in Q2 2019.
RTI VXU-SC Targets Classroom, Meeting Spaces BOOTH 1955 To meet the need for cost-effective conferencing and collaboration solutions in classrooms and meeting spaces, RTI is now shipping its VXU-SC video conferencing and collaboration system. The VXU-SC consists of a transmitter and receiver pair that provide AV switching, video, and extension, allowing multiple users to easily share content in a meeting. In addition, USB inputs and hub enable mouse and keyboard control from any connected PC, laptop, or interactive display, while allowing inexpensive webcams and microphones to be utilized. This allows software-based conferencing solutions such as Microsoft Skype, Cisco Webex, and Citrix GoToMeeting to be used. The VXU-SC transmitter is equipped with HDMI, DisplayPort, VGA, and USB-C inputs for support of video content from a wide range of devices. To eliminate cable clutter, all signals between the transmitter and receiver are carried over a single HDBaseT link over distances up to 328 feet.
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SOLUTIONS Biamp Crowd Mics Brings Audiences Into the Action BOOTH 3742 Biamp’s Crowd Mics audience engagement tool puts a microphone in everyone’s pocket. By leveraging the built-in mic on smartphones and tablets, Crowd Mics enables seamless audience participation by allowing audience members to speak directly into their phones and have their comments or questions shared clearly with everyone via the room’s audio system. Designed for presentations, lectures, and panel discussions, Crowd Mics supports up to 1,000 event participants. The small host device — the ATOM — is simple to set up: connect the cables to the room’s AV system, connect to the event WiFi, and go. Audio output options include USB, balanced audio outputs, or HDMI audio. Crowd Mics also includes the option to present video via HDMI and provides moderators with full access to an event’s participation log, including all questions asked and poll results. From the free iOS or Android app installed on their phone or tablet, audience members are automatically connected to the ATOM and the event moderator to ask or text questions and participate in polls. The free moderator app keeps the event moderator fully in control.
Yamaha UC Offers SIP-compatible Video Sound Bar BOOTH 4961 Yamaha Unified Communications is featuring the CS-700 session initiaton protocol (SIP) video sound collaboration system at InfoComm 2019. Broadening the capabilities of Yamaha Unified Communications’ UC innovation, the CS-700 SP integrates PBX and UC applications to deliver high-quality audio from all communication channels and address video and collaboration requirements from one device. The CS-700 SP furthers the outstanding audio, video, and collaboration features introduced in the award-winning CS-700 Video Sound Bar with VoIP capability. With built-in connections for VoIP and USB for UC applications, the CS-700 SP enables users to achieve clear conferencing audio and video from any unified communications platform; they can also bridge VoIP and USB calls together directly from the device. Both types of communication are possible from only one wall-mounted device, eliminating the frustration of operating additional audio equipment and allowing for more efficient and clear meetings, saving valuable table real estate in huddle rooms and other small conferencing environments, and IT can quickly deploy, configure, and manage less hardware across an organization.
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SOLUTIONS Attero Tech Unveils New In-Wall Controller BOOTH 4017 Built specifically for basic audio control applications where easy user interaction is key, Attero Tech’s new Axon C1 in-wall controller allows simple control of volume, zone source selection, and preset recall. Sporting an easy-to-read OLED display and intuitive menu navigation, the C1 makes short work of the typical audio adjustments that users need to make. The small form-factor, cost-effectiveness, and ease of programming of the Axon C1 make it an ideal option where more costly and complex touch panels are not well suited for the installation. The recently released Attero Tech unIFY v3.3 configuration software quickly lets integrators set up and customize C1 menus for exactly the options that each venue requires, without any confusing “extras” that are seldom used. The C1 single knob interface was conceived from the initial design to be straightforward for venue staff to just “walk up and use.” The Axon C1 is a fully networked control interface, supporting network control over both TCP/IP and UDP. Attero Tech has developed a Q-SYS plug-in that eases integration of the C1 in systems using QSC DSP processors. In addition to facilitating control of zone volume, sources and presets, the Q-SYS plug-in can synchronize multiple C1s which are controlling the same zone. The plug-in also allows the C1 to support room combining. Over time, other third-party platforms will be added to the list of C1 controllable gear.
Carousel DS Offers New Cloud Platform BOOTH 333 Carousel Digital Signage’s new Carousel Cloud, a subscription-based software as a service (SaaS) platform, is ideal for businesses seeking an off-premises hosted digital signage service with limitless scalability. Carousel Cloud is especially valuable for accelerating deployments and lowering total cost of ownership across networks that use Apple TV devices as media players. Carousel Cloud brings the standard benefits of any cloud service, eliminating the expense and maintenance associated with traditional hardware servers. Instead, the new platform delivers a lightweight, software-defined architecture that is centralized within an offsite IT infrastructure, with the ability to easily scale networks. The result is an enterprise-wide digital signage platform that keeps the focus on content development and audience engagement, with expansion limited only by the size of the organization. Carousel Cloud’s centralized platform also accommodates more users from more locations, keeping playlists fresh and networks dynamic. According to the company, customers that use Apple TV devices for content playout will find additional value in migrating to Carousel Cloud from both a cost and deployment perspective.
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Shure Unveils All-in-One Wireless Conferencing Solution BOOTH 5845 Shure is unveiling its Microflex Complete Wireless (MXCW) Conferencing System, which is designed to offer wireless freedom and flexibility for conferences, meetings, and events inside government, corporate, hotel, educational facilities, and more. Ideal for environments that need quick, intuitive setup and breakdown, the all-in-one conferencing solution is dedicated to providing exceptional audio quality, audio security, and ease of use. The wireless conferencing units — a microphone, loudspeaker, interpretation audio, controls, and touchscreen — overcome cable restrictions for use in rooms that require adaptable seating or, in historic settings, where permanent installation (like tabletop drilling) is not an option. Additionally, the lack of visible wiring meets today’s expectations for sleek, clean, setup. It also encourages natural interactions between participants who are no longer held back by connections; instead, they can move and communicate without restraint. Because a wired connection is not needed, IT managers and AV professionals can set up and configure the system in minutes. If a last-minute meeting is scheduled, users can just pull out the system and configure it for the gathering. On top of this, Automatic Gain Control technology and proprietary audio codec ensures that MXCW delivers natural, intelligible audio and consistent speech levels for all participants.
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SOLUTIONS Visix Nano: Reliable DS in a Small Package BOOTH 2321 Visix announces its Nano player, the company’s latest digital signage hardware launch, purpose-built to provide reliable 1080p playback for digital signs in a small package that measures just 2.75 inches square. The Nano is ideal for less video-intensive applications that still require reliable performance. The Nano is Visix’s smallest and most affordable media player, with robust features such as 64 GB eMMC storage, 4 GB LPDDR4 memory for performance, and support for wired and wireless networking. It is powered by the Intel Celeron Processor N3350, and comes with a Kensington security port.
HoverCam Pilot X Gives Educators a New Tool BOOTH 3064 HoverCam is launching the new Pilot X Wireless Digital Podium. It’s the latest addition to HoverCam’s award-winning Pilot Series, which puts the most-often-used devices — PC, document camera, keyboard, audio capture, and control — at educators’ fingertips. The Pilot X features a 13-inch tablet that can be removed from the podium, so educators can walk around the room to interact with students and content without being tied to their desk or turning their back on students to work at a screen. The Pilot X portable and fully integrated wireless digital teaching station offers similar functionality and connectivity options as the Pilot 3. The classroom solution also features a 13 MP 4K document camera and a rechargeable juice pack. The podium’s wireless HDMI transmitter beams content to any interactive flat panel, projector, or TV in resolutions up to 4K. The document camera’s built-in microphone captures the audio from classroom lessons, and, with HoverCam’s ClassFusion software, it enables interactive whiteboarding, annotation, and desktop marking for lesson recording. With ClassFusion, all notes, annotations, video, and audio of every lesson are captured perfectly in real time for students to access anywhere, anytime, and from any device or browser, making it the ideal solution for remote learning and study sessions.
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LynTec XPC Series for Improved Control BOOTH 4154 Easy to set up, operate, and maintain, LynTec’s XPC standalone controller can control AVL systems across multiple control zones and protocols, and offers customizable step rates and delay settings for sequencing, load shedding at the circuit level for emergency off, autoon for egress lighting, a built-in timer for automated control, and more. In addition to onboard control options, the XPC controller can interface with any third-party control system that communicates with Telnet, HTTP, DMX512, sACN, or contact closure signals. The XPC features LynTec’s trusted RPC control solution that previously was only available in LynTec’s RPC series
motorized
circuit
breaker
panel, RPCM mobile distro, RPCR wallmounted relay panel, or NPAC rackmounted relay panel in a standalone 1RU rack-mounted enclosure. This eliminates the costs of purchasing preconfigured
controllable
circuit
breakers or relays while providing customers with a way to operate one or more remotely placed relay modules spread out over an extended area or venue.
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SOLUTIONS New Model Leads Magewell Pro Convert Showcase BOOTH 2409 InfoComm 2019 will mark the first showing of Magewell’s entire Pro Convert family of devices for bringing traditional video signals into IP-based production networks using NewTek’s NDI technology. The line includes the latest addition, the Pro Convert SDI Plus standalone NDI encoder. The quartet of Pro Convert configurations offers content producers a flexible choice of input connectivity and encoding resolutions. The new Pro Convert SDI Plus and recently introduced Pro Convert HDMI Plus encode source signals into full-bandwidth NDI streams up to 1080p60 HD from 3G-SDI or HDMI interfaces, respectively. The two flagship products in the Pro Convert series natively support 4K inputs and encoding. The Pro Convert HDMI 4K Plus transforms sources up to 4096 x 2160 at 60 frames per second through an HDMI 2.0 input interface, while the Pro Convert SDI 4K Plus converts 6G-SDI signals up to 4K at 30 fps into NDI streams. The ultra-compact Pro Convert devices are ideal for both in-studio and portable field use. Value-added features for live production applications include a 1/4-inch-20 thread for standard camera-mounting accessories, preview and program tally lights, and NDI-based PTZ camera control. The units can be powered by the included AC adapter or via Power over Ethernet (PoE) for further deployment simplicity.
Dan Dugan Shows Full Automatic Mic Mixing Line BOOTH 6249 Dan Dugan Sound Design Inc., now in its 51st year in business, will be demonstrating a comprehensive line of automatic microphone mixing products. “Dugans” are designed to work with sound mixing consoles, patching into input insert points. All current units are networkable, allowing users to build systems with large numbers of microphones. After undergoing an extensive redesign over the past several years, Dugan products now offer a wide range of connectivity options, as well as models for digital and analog I/O. Dan Dugan will be at InfoComm with the Dugan Model N, which offers full Dante functionality with AES67 compatibility; the Dugan Model M, with MADI I/O, both optical and copper; the Dugan E-3A, providing 16 channels of AES I/O and an additional 16 channels of ADAT I/O; the Dugan E-2A, with 12 channels of analog I/O and 16 channels of ADAT I/O; the Model E-1A, which has eight channels of unbalanced analog I/O with the capability of 16 channel operation via ADAT I/O; and the Model K Control Surface, which is a physical keyboard remote controller for all networkable Dugan automixers. Also at the Dugan booth: the Sound Devices 633
portable
mixer,
which
implements
Dugan’s automixing algorithm, for which it won a Cinema Audio Society award in February.
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Peerless-AV New All-in-One Kiosk Powered by BrightSign BOOTH 3429 Ideal for indoor hospitality and retail applications, Peerless-AV will be showcasing its new second-generation All-in-One Portrait Kiosk powered by BrightSign. The new All-in-One Kiosk (KIPICT2555) features a BrightSign XT1144 Expanded I/O Player, making it perfect for a range of uses such as entertainment, wayfinding, information gathering, and more. This newest iteration of the kiosk delivers Full HD 1080p60 single video decoding, HTML support, and networked content playback, as well as an abundant set of features such as interactivity via the GPIO port, remote snapshot, live text, media feeds, and multi-zone. The kiosk’s sleek, stylish design offers the ruggedness needed for public use as well as simple installation via micro SD card, USB, or cable, and a smaller footprint. The All-in-One Kiosk’s commercial LCD display offers ten points of IR touch, creating a truly interactive experience for hotel guests and shoppers.
Digital Projection INSIGHT 4K HFR 360 Projector BOOTH 1642 Made possible by ultra-fast frame rates and native 4K resolution, the new INSIGHT 4K HFR 360 from Digital Projection allows multiple viewers to have a unique 3D viewing experience, allowing users to see and interact with the displayed content and each other in a truly collaborative manner. Pushing the boundaries of 3D technology, the INSIGHT 4K HFR 360 delivers 360 frames per second at native 4K resolution, enabling content creators to serve three independent, high-resolution 3D views from one projector, or up to six with the addition of a second unit, all while tracking their movements and maintaining their individual perspectives from their changing positions. The possibilities for this new technology are endless. Users can create virtual rides in theme parks or immersive exhibits in museums such as a virtual tour of an ancient building or a lifelike experience with precious artifacts. Experience it first-hand at InfoComm 2019.
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THE CATALYST
Hungry for Audiovisual Experiences As more markets adopt AV to help drive business results, new opportunities take shape. BY BRAD GRIMES
Audiovisual solutions are all around us. There isn’t an industry
Analysts from global firm IHS Markit see advances in audio,
sector, walk of life, or corner of the human experience that
display technology, cloud solutions, internet of things and
isn’t touched by AV. That’s meant a growing market for
smart buildings, and artificial intelligence contributing to
solution providers and a world of possibility for the people
AV demand (see sidebar: “One-Stop Shop for AV Market
and organizations that purchase AV solutions.
Intelligence”).
“We’re at an inflection point. AV is evolving from being ‘nice-
“Say what you will about devices like Amazon’s Alexa,
to-have’ into a strategic asset,” says AVIXA Senior Director of
speaking
Market Intelligence Sean Wargo. “Take the retail sector, for
recognition — in either their current or yet-to-be-developed
example. Facing competition from online commerce, physical
forms — present significant potential,” says Sanju Khatri,
stores are set for a renaissance, based largely on their ability to
IHS Markit Director of Consulting and Strategic Advisory
integrate modern technology to create experiences that can’t
Services. “IP audio continues to take off, requiring a fresh set
be had through a web browser. Similarly, research indicates
of information technology skills among integrators. And the
that hospitality companies will spend billions of dollars on AV
growth of new direct-view LED technology is set to breathe
in the coming years to meet and exceed the expectations of a
new life into everything from digital signage to cinema.”
traveling public deeply rooted in technology.”
generally,
artificial
intelligence
and
voice
Conferencing and collaboration are leading drivers
Researchers cite several technology trends that are
of pro-AV sales. “There continues to be a growing need
poised to sustain the pro-AV industry’s current momentum.
for engagement and collaboration, particularly in the
2018 spending in pro AV
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PHOTO: FLOAT4
Montreal-based Float4 worked with developers of the Meraas City Walk in Dubai to incorporate massive LED screens throughout the mall.
corporate and education markets,” Khatri says. Other
residential AV component to the growing healthcare market,
solution areas that are driving pro-AV growth: digital
as more people age in place and require solutions to stay
signage, entertainment, and command and control. “The
connected to and engaged with healthcare professionals.
control room ecosystem is expanding. More information
What other industries are rapidly adopting AV solutions?
is coming into control rooms and more technologies are being integrated,” says Khatri. “Command and control room
Hospitality. According to AVIXA’s series of Market Opportunity
applications remain one of the most lucrative markets for
Analysis Reports (MOAR), companies in the hospitality sector
advanced display technologies.”
have sizable capital improvement plans in place. Knowing they must differentiate themselves to stay competitive,
Where the AV Goes
hospitality companies tell researchers they plan to increase
Overall, corporate AV represents the largest chunk of
their spending on capital improvements over prior years. In
industry sales, projected to reach $45 billion worldwide by
line with construction data, about 6 percent of that spending
2023. What used to be a series of disconnected flagship
— approximately $3.1 billion this year — should go toward AV.
conference rooms have become communication and
Globally, the compound annual growth rate (CAGR) of AV
collaboration points, tied together with networks. What were
solutions and services for the hospitality market is expected
cookie-cutter office buildings have become statements of
to be 9.1 percent through 2023.
corporate identity, brand, and culture. Where individuals
“Hoteliers used to compete by providing clean and
used to be housed in a rabbit warren of individual offices,
comfortable rooms for travelers. Restaurants earned their
open concepts with privacy rooms and huddle spaces have
reputations by serving delicious food,” says Peter Hansen,
emerged to facilitate interteam coordination. All the while,
AVIXA Economic Analyst. “Now consumers are looking beyond
some companies are using AV technology to encourage
just lodging and food. With so much information at their
telework.
fingertips and media stimulation all around them, consumers
Despite its breadth, corporate AV is among the slowest growing segments of the AV industry (about 2 percent
expect the same level of on-demand functionality and rich experience when they travel or dine out.”
annually). Others are adopting AV solutions at a greater rate. The market for AV solutions and services in healthcare, for
Retail. While it’s true that certain segments of the retail
example, is currently small but poised to grow roughly 10
market — think department stores — are struggling in the face
percent annually through 2023. As institutions continue to
of online competition, that doesn’t mean all brick-and-mortar
leverage technology to improve patient care, more facilities
retail is in danger. In fact, the opposite is true. Surveys indicate
will require AV solutions. Analysts at IHS Markit see a strong
that a younger generation of shoppers wants a communal,
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THE CATALYST engaging retail experience. Industry experts have come to call
something that blew my mind.’ We shouldn’t think a mall is
it “destination retail” or “retail-tainment,” and AV solutions
only made for shopping. It’s much more.”
play a significant role. According to AVIXA’s MOAR: Retail study, a greater share of capital investment by retailers — up to 7
Transportation. Air and rail travel continue to grow, as
percent — is earmarked for AV than in the hospitality market.
consumers shift spending from things to experiences.
Worldwide, the retail market accounted for more than $19
Operators of transportation hubs plan to invest significantly
billion in pro-AV solutions and services last year and is forecast
to ensure the travel experience is more pleasurable than it has
to grow at a CAGR of 6.4 percent over the next couple of years.
been in the past. The Airports Council International-North
The concept of destination retail is compelling and global.
America trade group says airlines and officials in major cities
Montreal-based Float4 worked with developers of Dubai’s
are planning close to $100 billion in renovations through 2021.
Meraas City Walk to incorporate large LED screens throughout
According to AVIXA’s MOAR: Transportation study, decision-
the mall that come alive with digital entertainment. Float4
makers estimate nearly 5 percent of that spending will be for
Principal Alexandre Simionescu says, “You want people to say
AV, including better public-address systems and ubiquitous
of your shopping experience, ‘Hey, go there because I saw
digital signage. Globally, according to the latest AVIXA Industry Outlook and Trend Analysis (IOTA), transportation
One-Stop Shop for AV Market Intelligence AVIXA invests in market intelligence to help AV companies and those interested in doing business in the AV space succeed. Among the available resources: • Industry Outlook and Trends Analysis (IOTA). A global, holistic view of the technology and applications offered by the pro-AV industry, including revenue estimates and projections. In addition, IOTA Spotlight reports examine discrete areas of the market, including audio equipment; conferencing hardware; control systems; LED video; managed services; and streaming media, storage and distribution. • Macro-Economic Trends Analysis (META). A comprehensive examination of economic trends and the possible impacts on pro AV, starting with an analysis of five global regions and including discussions of risks and growth opportunities. • Market Opportunity Analysis Reports (MOAR). A series of reports investigating the opportunities and challenges of working in specific markets, including corporate, hospitality, retail, sports venues, and transportation. • Pro-AV Channel Employment Report. A broad examination of employment trends in the pro-AV industry, including data on compensation and benefits. For more information, visit avixa.org/marketintel.
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was expected to generate $9.5 billion in spending on pro-AV solutions and services last year and is projected to grow 8.8 percent annually through 2023. “What’s interesting about digital signage in transportation, for example, is that the value is in perception,” says Eric Henry, President of Tightrope Media Systems’ Carousel Digital Signage. “It doesn’t change the wait time, but it helps the perception of wait time.” At London’s Gatwick Airport, operators invested in bigger, better wayfinding displays to meet customer service benchmarks. At Los Angeles International Airport, officials are piloting interactive kiosks that not only provide wayfinding and flight information, but also allow travelers to video chat with customer service representatives. In short, demand for AV solutions and services remains universally strong. Designers, influencers, and buyers of AV are finding new and innovative ways of applying the technology to their unique situations. “AV will always be able to deliver ‘wow’ moments,” says AVIXA’s Wargo. “It’s in the human-centric experiences of communication, collaboration, education, and more where AV reveals fresh possibilities.”
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PHOTO: MOMENT FACTORY/RAPHAEL OLIVIER
The stunning video display at the Singapore Airport was programmed by Moment Factory.
The Power of Audiovisual Experiences Taking the message of better business outcomes to markets poised to capitalize on AV solutions. BY DAVID LABUSKES, CTS, CAE, RCDD
Passenger Terminal Expo is one of the largest airport trade
International Airport; Jesus Saenz, Chief Operating Officer
shows in the world — a dynamic, global gathering of industry
of Houston Bush International Airport; Keith Thompson,
executives and solution providers focused on reimagining air
Principal at Gensler; and Andrew Merkin, Producer at Moment
travel. It’s where Skytrax hands out its World Airport Awards
Factory. We took the stage for a discussion of the business
and attendees explore everything from the latest baggage-
value of AV to airport design. Merkin, whose company has
handling technology to cutting-edge wayfinding and digital
created immersive, engaging AV experiences in terminals
signage. I’ve been through airports all over the world, and
at Los Angeles International Airport and Singapore Changi
it’s exciting to see so many investing so heavily in audiovisual
Airport (Skytrax’s top airport in 2018), underscored the role
solutions to improve the passenger experience and boost
AV plays in storytelling, branding, and otherwise turning what
operational performance.
might be a stressful trip into something more enjoyable.
In March, on behalf of AVIXA and all the AV industry, I
Transportation is an industry sector investing heavily
had a chance to take part in the show’s conference, along
in audiovisual technology, according to AVIXA’s market
with Maurice Jenkins, Chief Information Officer of Miami
research; our role as an industry association is to speak
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THE CATALYST
A Mark of Quality
AVIXA CEO David Labuskes (far right) participates in a panel at BDNY last fall.
working
experiences they’d created. Mary Alice
For more than 30 years, AVIXA’s
in airports — and other markets — to
Palmer of HKS and Gary Womack of Loews
Certified Technology Specialist
increase their awareness of AV solutions.
Hotels walked us through technology
(CTS) credential has been the
It’s part of a commitment by AVIXA to act
considerations for a new breed of hotels
leading certification for trained
as a catalyst for market growth, and one
being built around sports venues, such as
audiovisual professionals who
that’s taken us all over the world speaking
the Live! by Loews complexes in Arlington,
commit to a standard of industry
to audiences working in retail, hospitality,
Texas, and St. Louis.
knowledge. AV designers and
directly
to
decision-makers
transportation, financial services, sports
Since
last
InfoComm,
AVIXA
has
integrators who hold the CTS,
taken part in the International Retail
which number more than 12,000
Last fall, at BDNY 2018, a sprawling
Design
Conference;
for
worldwide,
conference and exhibition for the hotel
higher
education
the
competency, experience, and
design industry at New York’s Jacob
ALSD Design & Build forum and ALSD
ethics to deliver quality solutions
Javits Center, AVIXA delivered a pair of
International
for customers in a range of
sessions. In the first, executives from
venue operators; American Association
Marriott, W Hotels, Loews Hotels, PSAV,
of Airport Executives’ Innovation Forum;
AVIXA, in conjunction with CTS
Gensler, architecture firm HKS, and
the Intelligent Transport Conference; and
holders, constantly evaluates the
hospitality
venues, and higher education.
OEB
Global
professionals;
conferences
for
sports
demonstrate
the
markets.
Hirsch
more. At all stops, the connections made
certification to ensure it reflects
Bedner Associates joined me to detail for
have been invaluable. Bringing the AV
changes in technology, best
attendees how their companies embraced
industry into closer collaboration with the
practices, standards, and more.
audiovisual solutions in hotels. Kavitha
industries it serves creates not only better
The CTS, CTS-D (design), and
Iyer, Senior Design Manager for Marriott,
business opportunities, but also audiovisual
CTS-I (installation) have all been
explained how “AV helps create hospitality
solutions
modified in the last year to make
as theater.” Steven Upchurch, Managing
experience the world around them.
Director and Principal of Gensler, urged
David Labuskes is CEO of AVIXA, the
the industry to consider audiovisual
Audiovisual and Integrated Experience
solutions at the “visioning” stage of a
Association. For more on some of the
hospitality design in order to maximize
industries where AV solutions have an
their impact. In the second session, several
impact, plus AVIXA’s experiences engaging
of those executives dove deeper into AV
those markets, visit avixa.org.
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design
consultants
that
impact
how
people
them even stronger. Thinking of getting your certification? Look for the new McGraw-Hill CTS Exam Guide, Third Edition, coming this year. Learn more at avixa.org/CTS.
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PHOTO: GETTY IMAGES/PEOPLEIMAGES
Starting at ‘Why?’ Designing an audiovisual solution begins with understanding its purpose. BY LISA PERRINE, CTS
Client: We want to connect both photographers and visitors through powerful imagery and stories, told in the photographers’ voices.
The concept of “purpose” — the real reason behind an event, activation, or technology purchase — is a common
AV Team: What will happen when that connection is made?
theme these days. ut for too long, technology professionals
Client: Visitors will see the world through a different lens
have been hesitant to ask customers, “What’s your project’s
and feel motivated to make positive change.
purpose?” We may ask how they’re going to use a room, or a piece of equipment, or a user interface. But how often do
The conversation went from “two videowalls” to “change
we truly understand the business rationale for our clients’
the world” in just four questions. The client’s purpose
technology investments? The “why?”
became a guiding light for the project team, which soon
Design thinking means empathizing with the users of AV
included three respected photographers who became
solutions. AVIXA and a task group of volunteers are in the
our advocates for a world-class AV solution that displayed
middle of developing a standard, User Experience Design for
66,000 photographs to 115,000 visitors in the first two years.
AV Systems, that aims to offer guidance and a set of steps
The benefits of purpose-driven projects are compelling for
professionals should follow to ensure an AV design fulfills its
both AV professionals and their clients: stakeholders aligned
purpose.
around a common vision; contracts based on long-term
A few years ago, my firm collaborated with a charitable
value versus short-term cost; and lasting client relationships.
foundation to build a public gallery. The client requested a
And if that’s not enough, most of us derive great satisfaction
pair of videowalls. We started out with our purpose questions,
from knowing why our work is important. Does leading with
and it went something like this:
purpose take more time at the beginning? Yes. Does it feel risky? Sometimes. Is the result worth it? Absolutely. The next
AV Team: What’s the most important thing we need to know about these videowalls? Client: They need to show photography and video at the highest quality.
time you start a project, give “why” a try. And keep tabs on AVIXA’s standards development, which already includes guidance for display image size, audio coverage uniformity, systems design and coordination, and more. Look for your opportunity to comment on User
AV Team: Why is the highest quality important? Client: The quality needs to be so good that the world’s
Experience Design for AV Systems. For more information, visit avixa.org/standards.
most renowned photographers will be proud to display
Lisa Perrine is CEO of Cibola Systems, a consulting and
their work here.
integration firm in Southern California. She’s a member of AVIXA’s UX Design Standard Task Group and will be
AV Team: Why is it important to attract world-class photographers?
teaching “Design Thinking for AV,” a special three-day course at InfoComm 2019 this June in Orlando, Fla.
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FINAL THOUGHT Shaping Culture With Digital Public Interactives Cultivating new understanding and awareness through technology. BY CINDY DAVIS
Digital public interactive displays are ubiquitous, from ATMs to touchscreen-enabled taxis, to electronic billboards. As digital displays and interactive software mature, designers are developing more thoughtful experiences. At the University of Texas at Dallas School of Arts, Technology, and Emerging Communication, Dale MacDonald, Associate Dean of Research and Creative Technologies, and Heidi Rae Cooley, Associate Professor and Co-Director of the Public Interactives Research Lab, are redefining how we think of these interactive displays. Referring to digital public interactives, MacDonald explains, “We use the term to refer to creative uses of technologies for the purposes of cultivating new understanding and awareness of a place, event, process, or product. Public interactives take advantage of innovative storytelling techniques, creative modes of sociality, and community engagement to cultivate interaction, invite informed reflection, and generate conversation.”
The AIDS Quilt Touch public interactive project brings the cultural artifact to new audiences.
A notable success is the AIDS Quilt Touch interactive,
It’s important that public interactive interfaces encourage
developed to document and present digitally the AIDS
collaboration and conversation among the public, according
Memorial Quilt, the world’s largest work of community art.
to Cooley. “We are interested in encouraging people to
Displayed for the first time in 1987 at the National Mall in
reconsider technologies, to think of them as cultural and
Washington, D.C., the physical quilt covered a space larger
culture-shaping artifacts, not simply tools,” she says.
than a football field and included 1,920 panels. Now weighing
MacDonald and Cooley are pushing the boundaries of established platforms to foster greater understanding of how
54 tons and comprising more than 48,000 panels, the quilt can no longer be displayed in one place.
technologies shape the ways we relate to each other and the
But today, visitors around the country can experience an
world. “Projects developed under the ‘public interactive’ rubric
interactive digital presentation of the quilt through large,
tend to bring to the foreground the frequently unacknowledged
interactive touchscreens. It’s a powerful example of the
or little-known aspects of culture, or they inspire alternative and
impact of digital public interactives. “How else,” Cooley
innovative engagements with technologies,” says MacDonald.
asks, “does one make such a vast cultural, material artifact
Cooley says the ideation process starts with an interdisciplinary
of sociohistorical significance accessible to the public?”
group. A creative team should be willing to model new ways of thinking, doing, and sharing. “There needs to be a commitment of time and resources — broadly construed — and a willingness to fail,” she says.
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Join Dale MacDonald and Heidi Ray Cooley for an interactive workshop at AVIXA’s TIDE Conference, June 11, 2019, in Orlando, Fla. Learn more at tideconference.com.
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Join your AV community at avixa.org.
TOGETHER, WE CAN CHANGE THE WAY PEOPLE EXPERIENCE THE WORLD. AVIXA™ members believe audiovisual technology can change how people communicate and experience the world. Just like our unique industry, we’ve got a little bit of everything. We’re part professional society, part trade association, and all about providing what you need to grow your career or your business. AVIXA connects you with the people and companies you want to meet in the audiovisual space. If you are using technology to transform communications and cultivate wonder, AVIXA is where you belong.
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