Tech News

Beyond screens and speakers: How AV integration is crafting unforgettable customer experiences in MENA region

Published

5 months ago

May 16, 2025

By Adrian Goulder, Technical Manager at VUE Audio Visual Trading LLC (VUEAV)

The landscape of customer engagement is undergoing a profound transformation, particularly across the Middle East and North Africa (MENA) region. Today’s consumers are not just seeking products or services; they are chasing experiences. We are living in the age of the ‘experience economy,’ where emotional resonance and immersive interaction are more important than the transaction itself. And at the heart of this shift lies a powerful, often underestimated catalyst: Audio-Visual (AV) integration.

For several years, AV has been viewed through a narrow, functional lens – a screen to display presentations or a sound system for announcements. But this perception is rapidly evolving. In the hands of forward-thinking businesses, AV has become a transformative tool, the medium through which compelling, multisensory experiences are crafted, and customer loyalty is deepened.

There are several instances in our daily life that showcase the exceptional use of AV to provide us with exceptional experiences. For instance, imagine walking into a retail space where digital displays shift in real-time based on your preferences, offering tailored product suggestions with vivid 3D visuals. Or maybe consider a museum where interactive projections breathe life into ancient artefacts, inviting visitors to explore history through gesture and touch. These aren’t visions of the distant future. They’re happening now, across the MENA region, thanks to the rise of integrated AV technologies.

A standout example of immersive AV integration is the BAPS Hindu Mandir in Abu Dhabi, where projection mapping transforms the space into a fully immersive 360° environment. Far from a passive visit, this installation surrounds worshippers and visitors alike in a blend of synchronised audio and visuals, delivering a multisensory experience. The entire Immersive Show was scripted, designed, and brought to life by a dedicated team of BAPS volunteers, who handled every aspect of the creative vision in-house – from concept development to execution.

VUEAV worked alongside Christie, a global visual technologies company and the BAPS technical team, to achieve this seamless fusion of form and function.

The installation features a sophisticated network of Christie projectors with a collective output of over 300 lumens per square metre, projecting over 60 million pixels onto architectural surfaces. This powerful AV system is orchestrated through Aurora’s IP-based solutions for video distribution and live system monitoring, while Pixera media servers ensure high-resolution content and pixel-perfect synchronisation across all outputs.

But it’s not just about what you see – it’s about what you hear and feel. Sennheiser microphones and Klipsch Professional Series 8-inch speakers, complemented by robust 15-inch subwoofers, deliver an acoustically rich environment. Each component is precisely calibrated and programmed to provide a unified and intuitive experience. Central to this installation is ‘The Fairy Tale,’ an immersive show that runs daily, merging storytelling with high-resolution visuals and surround sound.

In a parallel context, the Kingdom of Saudi Arabia is also leveraging AV to showcase the epic past of AlUla, an ancient Arabian oasis city. The Incense Road Experience, an immersive adventure developed through a partnership between VUEAV and The Aimes, is a project that blends live performance, interactivity and cutting-edge audiovisual technologies to reanimate the rich cultural heritage of this ancient trade route. A sophisticated array of Christie 4K laser projectors maps high-resolution, vibrant visuals onto architectural textures and theatrical spaces. Driven by Pixera media servers,the installation dynamically responds to visitor movement and interaction through a network of custom-designed motion sensors and RFID-triggered zones. As visitors travel the space, the audio-visual and lighting elements adapt in real-time.

A rich audio landscape is delivered through a premium Klipsch multi-zone sound system, enhanced with bespoke directional speakers and embedded subwoofers that allow scenes to breathe with immersive realism. Visitors can experience holographically projected historical, legendary figures and recreated ancient local environments complete with scent emitters and tactile surfaces. Furthermore, visitors can also craft their own incense blend through interactive prompts, in addition to unlocking personalised narrative paths using sensor-based interactions and gamified storytelling. At the heart of the experience is a powerful integration of hardware and creative content, blending high-resolution projection, real-time media control, interactive systems, and environmental storytelling.

So, what exactly is driving this transformation? These are not just futuristic fantasies. They are tangible realities being implemented across the MENA region, thanks to sophisticated AV integration, and their outcomes are remarkable. Among the many benefits are elevated engagement. Interactive kiosks, immersive video walls, and crystal-clear audio systems hold attention and turn passive customers into active participants. Offering personalised interactions is another benefit, as through integration with analytics, AV systems can adapt to individual preferences in real time. From digital restaurant menus that respond to dietary needs to personalised greetings displayed on screens in the experience becomes not just engaging, but personal.

Additionally, it creates immersive environments. Whether it is a showroom designed for multisensory experiences, or a collaborative workspace equipped with interactive displays and seamless video conferencing, AV is redefining physical space as dynamic hubs for engagement. AV technologies enable businesses to communicate their brand identity not just through words, but through unforgettable sensory experiences – such as stunning visuals, impactful sound design, and interactive installations – that resonate far beyond the initial interaction. Beyond the customer-facing benefits, AV integration streamlines backend operations, from wayfinding and internal communications to automating routine tasks and presentations.

For businesses in the MENA region, the opportunity is clear: those who invest in AV not as a utility, but as a strategic experience enabler, will lead the charge in redefining customer engagement.

In a market where expectations are rising and attention spans are shrinking, it is not enough to be seen or heard – brands must be felt. By embracing the full potential of AV technologies, organisations across the MENA region can move beyond the basics, crafting immersive, personalised, and memorable experiences that set them apart.

Tech News

Thriwe Aina Launches in UAE to Redefine Customer Loyalty

Published

8 hours ago

October 1, 2025

Integrator Web-Editor

The UAE has become the launchpad for Thriwe Aina, a next-generation AI concierge designed to transform customer loyalty. Announced in Dubai, this launch marks a major step in Thriwe’s journey as it pivots from a service-driven provider to a technology-first innovator. With Aina, the company aims to deliver loyalty programs that go beyond transactions and create meaningful, intelligent lifestyle experiences.

Why the UAE Was Chosen

The UAE continues to stand out as one of the world’s fastest-growing centers for artificial intelligence. Recent studies predict the country will rank third globally, behind only China and the United States, in AI’s economic contribution. Therefore, it is no surprise that Thriwe selected the UAE as the first market to debut its new concierge. By launching Aina here, Thriwe reinforces the nation’s role as a global hub for innovation and digital transformation.

Dhruv Verma, CEO and Founder of Thriwe, emphasized the importance of the move:
“Exceptional experiences build lasting loyalty. With Thriwe Aina, we’re not just enhancing engagement but redefining how loyalty is delivered in the digital age.”

What Sets Thriwe Aina Apart

Unlike traditional loyalty programs that focus on points or discounts, Thriwe Aina leverages AI to deliver seamless and inclusive concierge services. Moreover, businesses can integrate the platform quickly with their existing systems, minimizing disruption. In addition, it reduces operational costs while creating smarter, data-driven recommendations that anticipate customer needs.

For customers, Aina provides instant assistance, personalized suggestions, and natural multilingual conversations. Consequently, interactions feel effortless, relevant, and human, no matter the market.

The Future of Loyalty is Intelligent

The launch also signals a broader shift across the loyalty landscape. Businesses now need platforms that combine efficiency with personalization. Furthermore, AI enables companies to reduce their reliance on manual systems while increasing the quality of customer engagement.

“Launching first in the UAE reflects our confidence in this market as a global innovation hub,” Verma said. “Thriwe Aina sets a new benchmark for how loyalty can be seamless, intelligent, and inclusive.”

Delivering Measurable Impact

For businesses, Thriwe Aina creates tangible results:

-Faster adoption with minimal operational disruption.
-Automated query handling that reduces costs.
-Data-driven insights that improve customer retention.

For customers, the platform becomes a trusted digital companion:

Providing 24/7 personalized support.
Anticipating preferences through intelligent recommendations.
Enabling inclusive access through multilingual features.

As a result, loyalty becomes less about transactions and more about building long-term relationships.

Looking Toward Global Expansion

The debut of Thriwe Aina in the UAE is just the beginning. Entering the final quarter of 2025, Thriwe plans to expand its AI-driven ecosystem through strategic partnerships, customized offerings, and continued investment in machine learning. Meanwhile, the company is positioning itself as a leader in hyper-personalized loyalty solutions.

The UAE’s environment — one that blends bold digital infrastructure with forward-looking regulation — provides the perfect foundation for this journey. Therefore, Aina’s launch in Dubai represents more than a local milestone. It positions Thriwe as a global innovator, ready to redefine loyalty for the next decade.

Read our previous post, Check Point Wiz Partnership Delivers Unified Cloud Security

Tech News

Check Point and Wiz Expand Partnership with Integrated Cloud Security Solution

Published

9 hours ago

October 1, 2025

Integrator Web-Editor

Cloud Security Partnership Takes the Next Step

Check Point Software Technologies and Wiz have taken their strategic partnership to the next level with the rollout of a fully integrated cloud security solution. The new platform unites Check Point’s prevention-first cloud network security with Wiz’s Cloud-Native Application Protection Platform (CNAPP). Building on their February 2025 announcement, the two companies are now making the solution globally available. It delivers real-time visibility, AI-powered prevention, and unified protection for enterprises facing today’s complex cloud threats.

Why This Partnership Matters for Enterprises

As enterprise networks grow more distributed, the attack surface expands. Consequently, security teams face rising pressure to protect constantly changing cloud environments. The integration between Check Point and Wiz directly addresses this challenge. By combining visibility, prevention, and risk-aware remediation, the platform helps organizations secure their operations without sacrificing agility.

Paul Barbosa, VP of Cloud Security at Check Point, explained: “This collaboration sets a new benchmark for unified cloud security. Together with Wiz, we are delivering a prevention-first model that secures organizations from code to cloud with real-time visibility.”

Real-Time Visibility and Smarter Prevention

With this integration, customers can view CloudGuard gateway configurations directly inside the Wiz platform. This visibility enables faster risk assessment and more informed action. Moreover, by including third-party firewall policies in Wiz’s analysis, teams can now reduce false positives and respond more effectively.

Oron Noah, VP of Product Extensibility and Partnerships at Wiz, noted: “We are helping teams understand their exposure and take action faster. This level of insight accelerates secure decision-making across the enterprise.”

Key Benefits of the Integrated Solution

The joint Check Point–Wiz offering provides several advantages for customers:

Shift to prevention-first security – threats are blocked before they cause damage.
Enhanced visibility and faster response – teams save both time and resources.
AI-powered defense against zero-day attacks – protecting against the unknown.
Reduced configuration risks – issues at the gateway level are identified and resolved quickly.

Furthermore, Wiz now integrates with Check Point Infinity Threat Exposure Management (CTEM). This allows companies to automate remediation flows, turning Wiz alerts into actions at the CloudGuard gateway. As a result, exposure times are reduced from hours to minutes.

Independent Validation and Market Impact

Check Point continues to demonstrate strong performance across network and cloud environments. In testing by CyberRatings.org, Check Point achieved a perfect 100% block rate with zero false positives. Meanwhile, Miercom’s 2025 benchmark report confirmed the Infinity Platform reached a 99.9% block rate against Zero+1-day malware and 99.7% prevention against phishing attacks.

A Global Solution for a Changing Threat Landscape

The new integrated cloud security solution is available worldwide as of today. By combining prevention-first network protection with CNAPP capabilities, Check Point and Wiz are offering enterprises a smarter way to defend their data, reduce risk, and stay ahead of attackers.

Check out our previous on Shure’s Middle East Growth Strategy and Audio Innovation

Tech News

BenQ home cinema projectors redefine cinematic experiences

Published

2 days ago

September 29, 2025

Integrator Web-Editor

BenQ has introduced its latest home cinema projectors — the W5850, W4100i, and W2720i — designed to elevate home entertainment with AI Cinema technology and Solid-State Illumination (SSI). The new series delivers 4K visuals, lifelike colour accuracy, and flexible performance, making premium cinema more accessible than ever.

Innovation in BenQ home cinema projectors

“With projection technology evolving rapidly, consumers demand immersive, adaptable large-screen experiences that align with modern lifestyles,” said Manish Bakshi, Managing Director of BenQ Middle East. BenQ home cinema projectors combine AI-driven image optimisation with factory-calibrated colour accuracy. This ensures Hollywood-grade visuals exactly as the directors intended.

CinematicColor™ technology guarantees 100% Rec. 709, 100% DCI-P3, and Delta E<3 accuracy. High-end models such as the W5850 achieve Delta E<2 for stunning precision. Proprietary HDR-PRO™ technology enhances contrast through multi-stage processing, supporting HDR10, HDR10+, and HLG formats for crisp detail across bright and dark scenes.

AI Cinema mode transforms streaming

The rise of streaming has shifted viewing habits, and BenQ responded with AI Cinema Mode. This feature analyses images in real time, adjusting HDR, sharpness, and saturation dynamically. As a result, compressed streaming content becomes sharper and more vibrant. Furthermore, built-in noise reduction smooths playback, allowing BenQ home cinema projectors to deliver a true cinematic feel even from online platforms.

W5850: theatre-grade projection

The W5850 is built for dedicated darkroom setups, offering 200-inch screens and professional-grade visuals. It features digital four-way lens shift, 1.6x motorised zoom, and a powerful 2600-lumen blue laser. With colour accuracy calibrated to Delta E<2, it represents the peak of BenQ’s home cinema innovation.

W4100i: versatile home AV performance

Designed for flexibility, the W4100i enhances real-time streaming content with AI Cinema calibration. Its 3200-lumen LED delivers rich HDR visuals, while built-in Android TV simplifies access to content. Additionally, its adaptable installation makes this model one of the most versatile BenQ home cinema projectors.

W2720i: cinema in the living room

The W2720i makes professional projection more accessible, incorporating ambient light adaptation to maintain consistent quality in any environment. It adjusts automatically to lighting changes, ensuring that both film buffs and casual viewers enjoy seamless cinematic experiences.

Connectivity and versatility

All three models offer HDMI 2.1, SPDIF, and eARC support for Dolby Atmos and 7.1 surround sound. Low-latency Fast Mode provides a 17.9ms response time, making it ideal for sports and gaming. Consequently, BenQ home cinema projectors cater to a wide spectrum of users, from movie enthusiasts to gamers.

Available in the UAE

BenQ’s latest home cinema range is available through Vital Technologies, the brand’s trusted UAE partner. With SSI technology, AI-driven features, and global certifications, BenQ once again sets the standard for home cinema projection.

Read our previous post, Cyber economics and the risk to critical infrastructure