A guide to seamless Experiential Technology integration

Experiential technology is an essential medium for delivering a client's vision in attractions and museum spaces. Collaboration between experience, creative content, exhibit and technical system designers is crucial to bringing the vision to reality.


Jeremy Lee, Design Consultant, Joel Zink, Technical Manager and Chris Kratochwill, VP of Global Design Consulting at Electrosonic, explain the importance of early collaboration for successful projects. 

Why early-stage collaboration ensures the success of experiential technology applications 


Experience designers, creative content and interactive designers, exhibit designers and technical system designers are pivotal in creating attractions and museum experiences. Together, they craft the storytelling, narrative and informational elements that engage and educate visitors and guests. 


Experiential technology is a critical element in this process. An experiential technology system uses technology and information to provide guests with a fully immersive experience. Typically, a system will include software, hardware, data, digital content management and control systems. The solution can immerse guests in a place, service, product or brand.

Working together from the beginning is essential for creating a unified, engaging and emotionally compelling guest experience. Creative storytelling ideas can lead to creative technology choices, but technical system designers can also elevate the storytelling at its core.

As Jeremy Lee explains, "Collaboration should take place at the earliest stage - a prerequisite, not an afterthought." By including all specialists from the beginning, team members have a shared goal and understand each other's needs. That way, everybody knows their role and who is responsible for different aspects of the project. 


For example, technical systems designers need to know what sounds are coming from the speaker and how interaction should work. They also need to know what sort of equipment the exhibit, content or interactive designer envisions. Bringing the full creative team into the process early helps identify their preferred platform, devices and methods. With that knowledge, specifying a technical solution and supporting the design intent is easier.

[A definative guide to interactive displays]

When a technology designer chooses a technology, it involves many steps. These choices lead to infrastructure, power, rack space, interconnection and functionality requirements. Requirements may change if exhibit, content or interactive designers request different models and methods than they originally specified.


But if collaboration happens later, problems can occur that could have been prevented with earlier cooperation. For example, individual specialists may have made critical decisions without consulting or collaborating with other project stakeholders. This can lead to expensive reworking and damaging project delays.


Jeremy Lee commented, "One of the reasons that design in the theatre can be amazingly successful, even at lower budget tiers, is that everyone is in the room together from the beginning with one vision for the project led by the director. The director surrounds themselves with design experts in different fields. Nobody can be the expert at everything, but a great and collaborative team makes everyone's work better."


View Boston
View Boston
View Boston
AT&T Discovery District , Texas
AT&T Discovery District , Texas


Benefits of early-stage collaboration for experiential technology projects


The project team should include everyone from start to finish, as stated by Electrosonic's Director, Chris Kratochwill. "There is no ideal team - makeup depends on the project. A team could include brand and IP specialists, fabricators, audio specialists and sound engineers. That's in addition to the core group of storytellers, exhibit, content or interactive designers, experience designers and technical systems designers."


If a team needs more content or interactive designers or other specialists, Electrosonic can recommend team members with experience in various sectors. With a complete team in place, it's easier to develop a comprehensive needs analysis from the outset. This ensures the creative vision aligns with technical capabilities, resulting in a more impactful and memorable overall design.


A comprehensive team can focus on holistic storytelling. By collaborating early, content designers can align their narrative and messaging with the capabilities of technology systems. This ensures the overall story is cohesive and effectively delivered through visual, auditory, interactive and immersive elements.


With a complete team of specialists on board, designing a technology system to tell the story is easier, more efficient and less expensive in the long run. It might mean bringing in a collaborator on a retainer earlier in the process, but that will streamline the entire process as the project nears the finish line.


Technology design should meet the exhibit or content designer's requirements for communicating with the audience. That way, technology is integral to the storytelling and not over or underspecified because the technology system designers understand the entire creative impulse.


Technology system designers bring technical expertise to the table, according to Chris Kratochwill "Early engagement allows content designers to understand the technical constraints and possibilities of the technology elements. This leads to a more efficient integration of content with the chosen technology. It also helps avoid later challenges in aligning creative ideas with technical realities."


Jeremy Lee described a recent example at the Museum of Utah. "Working with exhibit, content and interactive designers, they asked for directional speakers in an exhibit to keep the audio from spilling into neighboring areas. These speakers don't provide top-quality audio but can effectively contain voiceover and simple sound effects to an area. The content designers confirmed that the audio would be mostly voice with a few bird sounds and other ambient noise, but no music or highly dynamic sounds. So, this was the right technical choice for the content, rather than just a convenient choice."


Early collaboration helps create a seamless user journey. The whole team gains a better understanding of the user journey. Exhibit, content, interactive, and technical system designers can collaborate to plan how users engage with visual, auditory, and interactive elements.


Bringing show-based lighting designers into the team early ensures that lighting and audiovisual elements are synchronized, guaranteeing a seamless and engaging flow throughout the guest experience.


It also ensures a consistent brand experience. From the outset, collaboration ensures that content and technology elements align with the brand's identity and values. Consistency is essential for creating a memorable brand experience for guests, whether in person or online.


Early collaboration saves time and money. Getting the whole team together early helps with better planning and resource allocation. Early-stage collaboration helps identify potential challenges and opportunities, reducing the need for adjustments later in the process for seamless integration. It also saves time and costs associated with rework.


How technical system designers can help 

Technical system designers understand how to use technology applications to bring exhibits and content to life in an impactful way. They have specialist knowledge of applying innovative technology solutions across multiple sectors. This includes museums, visitor centers, hospitality, transportation, sports, arenas, theme parks, attractions, retail, corporate experience centers and more. 


They can communicate technology requirements to all stakeholders, including clients, experience designers, content and interactive designers, exhibit designers, architects, contractors and technology manufacturers. Technical system designers also bring creativity to the process. Their role is more comprehensive than just placing speakers and projectors in a space. They grasp the design idea and envision the best way to provide a remarkable guest experience using innovative technology.


Technical system designers understand the capabilities and limitations of both existing and emerging technologies to elevate the guest experience, as Joel Zink, Electrosonic's Technical Manager, explains. "We can advise on the contribution of advanced technologies such as Lidar sensing, haptics, spatial audio, projection mapping, AI-driven interaction, 4K projection and more. We also recognize that technology can change throughout a project's lifecycle. We work closely with manufacturers, so we know their roadmaps and release dates. We know when change is coming and build that into our designs."

Amaze with Projection


"Our advice benefits both exhibit, content or interactive designers and manufacturers. We work with technology manufacturers to specify content or interactive designers' requirements and keep them updated with developments in content strategies."


Technical system designers offer expert advice and guidance for the entire project, from planning to building and supporting the technology, which offers essential benefits in a design and build project. Technical system designers can share knowledge with engineering and integration teams to access the original intent and design process fully, ensuring seamless integration from end to end.


Joel Zink explains, "Technical system designers can make contractors and integrators aware of issues already discussed and explain why technical decisions were made. This can overcome potential problems if integrators want to swap equipment that won't deliver the intended result."


"Sometimes engineers tell clients they should do it this way instead. However, it's likely that alternate approaches were proposed during the design phase but rejected for one reason or another. If the engineers can ask the technical system designers directly about the genesis of ideas, they can avoid wasting time by asking a question already answered."


Technical system designers provide valuable insight and guidance in projects' initial and later stages. This is a simple outline of the technology design process.

  • Conceptual design – Technical system designers work with technology experts to turn broad concepts into technically feasible designs.
  • Schematic design – Technical system designers create initial technical designs.
  • Design development – Technical system designers guide the technology selection process by providing exhibit, content or interactive designers with viable options and best practice guidance based on extensive experience. They also provide exhibit, content or interactive designers with information about expected experiences and performance.
  • Construction documentation – Technical system designers provide documentation to all project stakeholders to ensure that all team members work with the same technical information.
  • Bid management – If the project goes out to bid, technical system designers manage the bid process to ensure contractors' proposals align with technical and creative requirements.
  • Contract administration – Technical system designers monitor construction to ensure the results deliver the design vision and intent.

[Take the Technology Readiness Assessment]

Throughout the technology design process, technical system designers take account of all real-world factors influencing the guest experience, including:

  • Architectural integration
  • Natural light
  • Sunlight
  • Artificial light
  • Viewing angles and sightlines
  • Luminance
  • Resolution
  • Acoustics
  • Accessibility requirements
  • Power and cooling needs
  • Emotional impact of design choices


This ensures the final experience is impactful, reliable and accessible.


Serving complex technology application challenges  


Technical system designers from Electrosonic's Design Consulting Division bring hands-on experience applying content to technology applications through early-stage collaboration on large-scale, complex experiential projects. 


The following real-world examples incorporate innovative technology solutions to deliver the design vision.



View Boston is a 59,000-square-foot observation deck experience. Electrosonic's technical system designers collaborated with exhibit and content designers to solve complex projection-mapping challenges on 'Boston 365'– a 50-foot-wide 3-dimensional scale model of the city. Immersive storytelling and digital content management bring the model to life. Twelve looped animations and projection mapping from 31 projectors synchronized with audio from 10 speakers celebrate Boston's highlights. Electrosonic's technical system designers also collaborated with the exhibit and interactive designers to ensure that accessibility was integral to all exhibits.


Electrosonic's audio, visual and ICT (information and communications technology) design for the AT&T Discovery District in downtown Dallas represents a first-of-its-kind transformation of a city district into an immersive mixed-use destination. The ICT design forms the backbone for stunning technologies like the 104-foot 6K outdoor LED wall and The Globe, an immersive, interactive 30-foot sculpture.


Those technologies interconnect with LED columns, video walls in the AT&T Headquarters Lobby, and audio, lighting, and digital signage in the food and beverage areas. A broadcast-style infrastructure and perimeter 3D audio and lighting effects throughout The District create functionality and atmosphere - all interconnected into a seamless, holistic guest experience.


The new Terminal C at Orlando International Airport has reimagined the passenger experience. The 'Moment Vault', an interactive 360-degree immersive experience, uses an AI-based motion capture system to generate a 3-dimensional pose estimate for each passenger. The system uses the data to integrate virtual avatars with dynamic digital content in real-time.


The newest exhibition at the Carnegie Science Center is 'Mars: The Next Giant Leap'. Experiential technology takes visitors on a 300-million-mile' space journey' to discover how sustaining life on another planet can also improve life on Earth.


The finale of the exhibition is 'Dream Big: Space'. A large-scale, interactive physical model recreates what a colony on Mars could look like and how it could evolve. Using one of four touchscreens, guests can explore the model and vote on issues that could influence the colony's development.


Projection on the model from three projectors highlights different colony areas affected by visitors' votes. Four integrated LED screens display details of the colony and change content in response to visitors' votes.


The following examples describe some more detailed design processes that help bring the vision to life.


A guide to seamless Experiential Technology integration


At the Buffalo AKG Art Museum, Creative Commons is an active space for children designed to help them create, share and connect through fun and playful experiences with art. The innovative blend of art and technology links children’s creativity to the collection through artwork-centered play.

Children create a model from Lego and use a kiosk to take a photo. The photo then takes its place on a wall made of LCD displays as a piece of art, and then into the library of Lego art.

Electrosonic collaborated with the exhibit designers by sharing the results of detailed lens/focal length tests for the photo kiosk. That enabled the exhibit team to make the most appropriate technical choices.


The exhibition designers at the National Music Museum created galleries combining stunning artifacts, tactile and digital interactivity and multimedia experiences. The acoustics of the gallery were a crucial element in the design process because certain surfaces create echoes that make interaction with audio difficult.


Audio can also be difficult to hear if large crowds are present, particularly when numbers, timing or frequency of visitors changes. Electrosonic recommended combining acoustic treatment and intelligent audio solutions to overcome the challenges.


Why Electrosonic for innovative technology solutions


Electrosonic is an experiential technology company redefining how technology can create outstanding guest and customer experiences.


We have 60 years of experience designing and engineering innovative technology solutions that provide end-to-end solutions for market-leading clients across broad market sectors.


Electrosonic brings leading expertise, skills and experience to the technology design process and is committed to innovation that pushes the boundaries of guest experience.


We have experience designing solutions featuring advanced technologies, including Lidar sensing, haptics, spatial audio, projection mapping, AI-driven interaction, 4K projection and more.


We also have strong collaborative relationships with critical stakeholders in experiential technology projects and global relationships with technology companies to stay ahead of the technology curve. 


Technology consulting


What's your perspective?

Tell us the topic you would like to hear more about

More Perspective

The Metaverse: A world of opportunity

When Gartner cites the metaverse as one of its top strategic technology trends for 2023, the technology has to be taken seriously. Indeed, according to forecasters, it looks like big business for...


Dark Rides, The Next Generation (Part 2)

In an earlier blog, Dark Rides – The Next Generation – Part 1, we explained the importance of upgrading dark rides to meet increasing visitor expectations and explored the three key trends –...


Dark Rides, The Next Generation (Part 1)

Dark rides have been an important and popular attraction in theme parks for generations, but now experiential technology is taking them in exciting new directions — and the new generation of rides...


The evolution of the video wall

Video walls as art - How far can LED technology take the video wall? Video walls have reached an exciting tipping point. The latest developments in LED video walls are helping designers create custom...


How to Use AI to Augment Your Creative Potential

Artificial intelligence (AI) isn’t the stuff of science fiction anymore. In fact, it’s powering billions of processes and workflows for companies worldwide. It’s become a key component in almost...


The Future of Onsite AV Support

The world of audiovisual technology is changing, and effective design, planning, engineering and installation of a holistic AV solution is now a prerequisite to doing business in an increasingly...

6 MINS office-shakehands

Planning to Hire an AV Company?

Exceptional projects demand an exceptional team. When engaging an audio visual (AV) solutions provider with so many companies out there… how do you choose? From design, to procurement, commissioning...


Are You Ready for ISE?

Taking place in Amsterdam February 11-14, the Integrated Systems Europe (ISE) exhibition is a premier event focused entirely on audiovisual (AV) and systems integration. If you have a project on the...


Is Your AV Deployment Secure?

The need for security impacts everyone. And, unfortunately, unmonitored access points can quickly lead to a costly data breach. The massive Target breach from a few years ago was the result of an...


Does 5G Matter for Your AV Deployments?

If you pay even the slightest amount of attention to technology trends, you already know that the hype around 5G is rapidly gaining steam. The question is what does the eventual movement from current...


Looking Back at a Decade of Opportunity

Each time we hit a new decade, it is always fun and often rewarding to take a look in the rearview mirror to see how the company has progressed. The past 10 years represent a decade of significant...

2 MINS iStock-1152574617

What's on Your Wishlist?

Do you have a project on the horizon? Is your goal to captivate your audience? In the spirit of the holidays, we have created a wish list of the qualities a company should consider when selecting an...

2 MINS james-pond-XO9uCZZaipE-unsplash

Dark Rides Expand Branding Opportunities

Brands are more important today than ever before. Why? Today’s consumer likes to relate to a brand – it is part of the experience they desire. This is true whether they are buying a product or...

2 MINS iStock-165683086

Dark Rides Protect Your Park's Future

Nostalgia has its place even with the Millennial crowd. There is something comforting about a known experience. It helps the guest even temporarily relive cherished childhood memories. That is the...

3 MINS dtorlando-01_(1)

7 Things You Need to Do During IAAPA

There is a lot of excitement at IAAPA, and without a plan the entire experience can quickly become overwhelming. Sensory overload is always a real possibility! Having participated in these events for...

5 MINS blog-image-01_(1)

Are You Ready for IAAPA?

As the attraction industry’s biggest expo, IAAPA is always a great opportunity to shine a spotlight on what we have done over the past year, as well as a time to meet with existing and prospective...

2 MINS iStock-863497498

Do You Really Need an AV Consultant?

As the experience economy continues to mature and evolve, it is has become increasingly more important to embrace creative and meaningful ways to visually interact with team members and customers....

2 MINS iStock-1093674926

Are You Ready for AV-As-A-Service?

The cloud-based as-a-service market has been one of the fastest growing sectors over the past 5 years. So much so that it’s estimated that organizations will spend $94.8 billion on these cloud-based...

1 MINS iStock-658188828

How Interactives Can Become Viral

We have talked in detail about the significant role that interactive audiovisual deployments can have as guests engage and ultimately embrace the immersive experience. What we haven’t discussed is...

1 MINS iStock-911030486-1

Addressing Learning Disabilities

Today’s educators are far more in-tune with the need to adjust lessons to meet individualized student needs. Addressing learning disabilities is a prime example.

2 MINS iStock-1065240764

Future of the Digital Workplace

The digital economy is here and with it comes a new way of conducting business. Technology is at the core of almost every job. Smart offices have become the norm with an influx of highly interactive...

2 MINS shutterstock_576827212

Collaboration and Communication

When properly leveraged, audiovisual (AV) technology is at the core of most highly effective collaboration and communications efforts in today’s digital world. After all, AV technology has the...

2 MINS podcast imageNEW-01

Unpacking the XR Revolution (New Podcast)

We are in the beginning stages of a true revolution – the extended reality revolution. Although some components have been around for a handful of years, the current level of maturity, understanding...

3 MINS iStock-169938237-1

Why Businesses Favor a Huddle Room

The global market is rapidly evolving, and if organizations hope to compete – or better yet thrive – they need to rethink their physical environments. Gone are the work weeks where workers file into...

1 MINS iStock-1043605040

Reinventing Spaces: Retailtainment

Modern retail venues are constantly evolving – merging entertainment with shopping to create lifestyle destinations for people to shop, eat, drink, socialize and work. They are ultimately redefining...

2 MINS monitor-1054708_1280

Why Audiovisual Solutions Matter

In today’s digital economy, how businesses leverage technology is often a key differentiator. While various technologies play a role in fueling this evolving environment properly deploy audiovisual...

2 MINS elc400_N5_medium_(1)

What is a Huddle Room?

As Millennials started replacing Boomers, they brought with them the idea of open office environments. And, while these open spaces created an aesthetic the new professionals desired, it also shined...

2 MINS victor-garcia-qm9pHqVt7KA-unsplash-2-2

Optimizing Design with AV in Mind

When creating a distinctive structure for a client, it is easy to get caught up in the aesthetics of delivering a truly unique design capable of setting a facility apart from the pack. However, doing...

2 MINS jeshoots-com-722888-unsplash-1

Putting an End to Terminal Boredom

Airport terminals can be busy and heavily congested environments, especially during peak travel times. However, even though terminals are often filled with people rapidly moving from point A to point...

Scroll to Top