Commercial Integrator December 2022 - 36

IMMERSION Immersive Audio and Spatial Sound
A TOOL FOR
EVERY MODERN
INTEGRATOR'S
TOOLBOX
AV professionals can transform a space
into a multidimensional experience with
this latest development in pro audio.
By Alyssa Borelli
" IMMERSIVE " IS A BUZZWORD that many
in the AV industry have batted around for
quite some time. Whether the speaker is
referring to a commercial environment with
a dazzling soundscape or a museum with
4K images that swallow you up, calling an
application " immersive " can generate a
strong pull.
By definition, something that is immersive
provides " information or stimulation
for a number of senses, not only sight and
sound. " If that description is our guide,
true immersion implies a multi-sensory
approach. In other words, when a truly
immersive experience has been created,
people notice the difference because they
can feel it. And, increasingly, integrators
are recognizing that immersive audio, combined
with astonishing video and lighting,
can produce an incredible multidimensional
experience that leaves patrons
entranced and hungry for more.
That kind of end-user reaction has
propelled immersive applications forward.
Not too long ago, integrators might have
tackled projects like this once or twice a
year. Now, though, immersive technology
has become a focal point for many projects
across almost all vertical markets. So,
36
Commercial Integrator decided to take a
closer look, focusing in particular on how
immersive audio can be applied.
Integrators Form
Pro-Audio Partnerships
Leading integration firms like Electrosonic,
known for creating technology-infused experiential
environments, are already seeking
synergies with pro-audio companies.
In September, Electrosonic announced
a strategic alliance with Germany-based
HOLOPLOT to advance the possibilities of
immersive-experience design. Ryan Penny,
head of sales at HOLOPLOT, in a statement
about the Electrosonic alliance, said that it
represents " ...the fulfillment of our mission
to push the boundaries of what's possible
with professional audio. "
Even before the announcement, Electrosonic
and HOLOPLOT had collaborated on
the Atlanta-based Illuminarium, an attraction
garnering acclaim worldwide. In fact,
Illuminarium won Commercial Integrator's
award for Best Immersive-Experience Project
this year. Reflecting on Wild: A Safari
Experience, Allan Greenberg, CEO of
Illuminarium, says that audio " ...increases
the power of the experience by 50%. "
Commercial Integrator DECEMBER 2022
Electrosonic and HOLOPLOT
collaborated on the Atlanta-based
Illuminarium, an attraction that has
garnered acclaim worldwide.
Immersive audio hardware and software
has come to market in greater numbers
since names like Dolby, DTS and IMAX set
the original standard in commercial cinema
and home theaters. For this story, CI caught
up with commercial audio manufacturers
d&b audiotechnik, L-Acoustics Creations
and Meyer Sound for their insights, as well
as leading integration firm Bluewater.
Residential Market Has Been Ahead
According to Nick Fichte, global sales
director at L-Acoustics Creations, " The
residential market has been ahead of the
game for immersive audio since the advent
of 5.1 in 1992. It has evolved greatly since
then, and, with platforms like Apple Music
and Tidal offering immersive audio as part
of their subscription-based services, the
appetite has never been bigger. " He points
to the trend continuing to blossom, with
artists like Jean-Michel Jarre composing an
entire album in immersive audio, architecting
sound in a native 3D environment. " We
also see this happening with album premieres
for artists like Talking Heads, Max
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Commercial Integrator December 2022

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