Commercial Integrator December 2022 - 38

IMMERSION Immersive Audio and Spatial Sound
audio as they recognize that it gives their
congregants a more intimate experience,
immersing them in the message. " He
also points to performing arts centers
(PACs), whose operators understand the
value of offering a permanently installed
immersive-audio system to set their space
apart from the competition by delivering
exceptional audio experiences. On that
score, he points to artists like Aerosmith
performing a Las Vegas residency with an
immersive-audio system, as well as Resorts
World Theatre (also in Las Vegas) having
permanently installed these products.
According to Fichte, " Artists such as Katy
Perry, Michael Bublé and Luke Bryan have
all benefited from this technology. " And
the return on investment for Resorts World
is inarguable. Fichte notes the proof of
value, saying, " In its first year of operation,
Resorts World has already become the
highest-grossing PAC in the world, in its
category, according to Pollstar. "
Considering Corporate
As noted, corporate spaces are potentially
ripe opportunities for immersive audio, as
well. " We have seen companies like Salesforce
and AT&T install massive videowalls
within their lobbies, which go viral on social
media, " Fichte observes. " But what is the
audio solution? " There's no doubt that
huge screens can create dizzying landscapes.
" But if you want to truly transport
yourself to that space, " Fichte adds, " then
the audio needs to be 100% true to life.
And this can only be achieved with an
immersive audio solution. "
Lopez wraps up by pointing to the
breadth of opportunity at integrators'
disposal. He says, " We see potential for any
vertical that requires a high level of engagement
with their audience, including sports
venues, dance clubs, themed entertainment,
retail environments and even multi-purpose
spaces where it may need to be transformed
to suit a need at a moment's notice. "
So, invite your clients to step into the
zone and give patrons, customers and
guests an experience that they won't
soon forget. The time is right to deliver an
end-user experience not merely that they
can see and hear, but, indeed, that they
can feel. CI
38
Best Practices for Deploying Immersive Audio
CI asked leading commercial audio manufacturers for their best advice when it
comes to deploying immersive-audio systems. The following is what they shared:
EXPERT PERSPECTIVE: d&b audiotechnik
Marc Lopez says immersive-audio applications should be approached similar to how
integrators are installing traditional audio systems.
› Understand the client's specific needs and high-level goals: audience engagement,
content, creative expectations, coverage, consistency, sightlines, etc.
› Gain a level of comfort and competency with the system you're installing through
the manufacturer's training programs.
› When you learn more about the system's capabilities, you may find additional
solutions for your clients' needs, beyond the seemingly obvious applications.
› Learn how to use the simulation tools to design a system. Tools are available to
simulate the efficacy of the localization or the SPL of a sound object based on a
particular loudspeaker arrangement.
› Learn about how these systems are commissioned and the amount of time required
to tune/commission them.
› Bring your client to an existing venue or demonstration site to enable them to
familiarize themselves with the benefits and capabilities of the system.
Because immersive systems are relatively new to many verticals, Lopez highly recommends
reaching out to manufacturer support teams for guidance. The team can help,
he says, and they have a high degree of expertise in designing and commissioning
systems in various applications. " We are here to support and educate, " Lopez affirms.
EXPERT PERSPECTIVE: L-Acoustics Creations
Nick Fichte notes that important players (e.g., streaming services, mainstream
studios, record labels and artists) are all specifying deliverables in immersive formats.
Thus, he argues, it's a necessary part of any modern integrator's toolbox and one of
the most exciting technological developments in the AV industry today. However, he
cautions that an immersive system might not always be the right choice. " Primarily,
integrators should work with the client to deeply understand what content they will
be playing through the system and what kind of experience they expect, " he advises.
Looking at the question through a custom-integration lens, Fichte says that a client
who has a vinyl collection might only need a conventional stereo system to achieve
the results they want. Other end users, however - those who want a more enveloping
experience - could instead opt for a bespoke immersive-room configuration. To
meet unique room needs, he says, an integrator could leverage Soundvision software
to model the space.
Fichte's main advice is to think multi-purpose from the start, thus facilitating futureproofed
projects. He notes a list of various technology functions in a commercial or residential
space - music playback, gaming, fitness activities, relaxation, entertainment,
etc. All of them, he says, can benefit from immersive-audio infrastructure regardless of
whether 100% of the content is readily available at the time of installation.
EXPERT PERSPECTIVE: Meyer Sound
Steve Ellison advises integrators to take care of acoustic issues in any room in which
an immersive-audio system is deployed. Integrators should especially consider excessive
background noise in the room. " Air-handling systems and fans are notorious
for raising a room's noise floor, " he states. " Excessive reverberation will reduce the
clarity and impact of the audio system. " Ellison's advice is to make sure that the client
is aware that the system will only be as good as the room in which it is installed.
Commercial Integrator DECEMBER 2022
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Commercial Integrator December 2022

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