January 15, 2019

Attract Attention Using Audio and Video Technology

There is a reason why a visit to certain businesses or attractions can stand out. In many instances, it’s because of a strategic decision to utilize audio and video technologies to attract attention and deliver an experience.

When properly deployed, audio, video and show control technologies have the unique ability to support storytelling for themed attractions, corporate briefing centers, and museums. This is because AV technology can capture two of our most used senses – auditory and visual. When coupled with a solid design, the technology often takes a back seat to the experience.

As new technology enters the market or evolves to incorporate new capabilities, there are always applications that fit the bill. The award-winning AV technology deployment at Empire State Realty Trust's 250 West 57th Street Lobby is a prime example. This deployment combines a massive 8K LED screen on the ceiling with algorithms that provide information in real time. The result is an ever-changing piece of informative artwork that’s sure to attract attention.

However, as Electrosonic Director of Design Consulting Robert Pourciau explains, it is not always the idea of leveraging cutting-edge technologies that result in the best deployments. “Sometimes using non-traditional approaches to blend and integrate new technology into themed environments can be most effective to support the story and engage the audience,” he says. 


Understanding and Overcoming Obstacles

When leveraging AV technology to attract attention, the overall facility impact, costs and proper planning required to implement technology within their space can each represent challenges. The facility, for instance, can present a number of limitations. If it is a very open facility, it can limit the effectiveness of auditory centric deployments. From a visual perspective, spaces with numerous contours or sharp edges can instantly become a determining factor when decided between the use of LED or projector-based deployments.

The best way to overcome obstacles? An experienced partner. Electrosonic has been through this process many times, and as such its design team is well aware of the potential issues. Engaging the team early in the design process allows a partner to become the trusted advisor and speak to technology trends as well as previous lessons learned.

Additionally, when organizations take time early in the process to discuss and develop a technology master plan, it can ease the way to a successful deployment. Having a master plan in place helps document the vision and allows everyone involved to visualize and understand how the company plans to utilize the various pieces of technology in addition to how each component works together. By documenting the big picture, it’s easier to recognize areas of need and prioritize investments in stages if necessary. 

Gaining Attention by Staying Engaged

“Engage with us as early in the design process as possible. And always do whatever you can to maintain the focus on the storytelling and guest experience,” says Pourciau.

The earlier a partner is involved in a project, the more valuable their experience and expertise become. For example, when an owner engages with a partner at the conceptual stage, past experiences can help guide them through each step of the design process. In some instances, partners can help an owner avoiding overthinking something that they can quickly resolve.

Bottom line, being able to effectively tell the story is instrumental in moving beyond the technology to achieve a truly immersive experience.

Maurizio Capuzzo

Maurizio Capuzzo, Electrosonic’s Chief Marketing Officer, fuses the science of data with the art of visual and verbal communication to explain how technology adds value and helps foster innovation. Maurizio writes from a wealth of experience, holding leadership roles in global technology companies as well as possessing a deep understanding of how technology contributes to business growth.