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

Published

7 months ago

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AV technologies

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.

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Ramco Systems Celebrates 20 Years in the Middle East, Unveils Vision for the Future at Milestone Event

Published

12 hours ago

on

December 3, 2025

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Doubles down on AI-native applications and localized innovation to shape enterprise technology in the region


Ramco Systems, aglobal enterprise software company offering next-generation SaaS-enabled platforms and products, celebrated two decades of powering enterprise transformation in the Middle East. To mark this milestone, Ramco hosted Ramco@20 – Experience That Matters, a full-day event in Dubai designed to showcase its regional journey, highlight cutting-edge innovations, and bring customers and industry leaders together for forward-looking discussions.

The first half of Ramco@20 convened senior HR and payroll leaders from across the region for a thought leadership forum on the future of employee experience. Industry leaders discussed how enterprises in the Middle East are moving beyond traditional HR process optimization toward more intelligent, intuitive, and employee-centric models of workforce management. Conversations explored balancing automation with empathy, using AI thoughtfully, and elevating payroll as a trust-building touchpoint.

The second half welcomed a large gathering of customers across business units – Global Payroll, Aviation MRO, ERP, Services Resource Planning and Logistics – along with partners, and industry influencers, for a celebration honouring the relationships that have defined Ramco’s two-decade journey. Ramco’s leadership unveiled its technology vision: shifting from Systems of Record to Systems of Intelligence through AI-native applications, agentic workflows, and conversational UX. The leadership’s address also emphasized its investments in platform modernization and localized initiatives, while outlining a roadmap to further strengthen Ramco’s focus for the next 20 years.

Abinav Raja, Managing Director, Ramco Systems, said, “The Middle East has been a cornerstone of Ramco’s growth story for two decades and has shaped our thinking in profound ways. The region’s appetite for transformation has inspired us to design solutions that combine global best practices with local relevance. This milestone is built on the trust and partnership of our customers, and our commitment is clear: double down on AI-native, API-first applications that incorporate special features aligned with the region, platform modernization, and customer-centricity. We are shaping the future of enterprise technology with solutions enabling businesses to focus on what truly matters: growth and people.”

Sandesh Bilagi, Chief Operating Officer, Ramco Systems, said, “Our presence in the Middle East has been built on strong partnerships and a commitment to delivering outcomes. This region is not merely a market for us, but also a proving ground for ideas that redefine global enterprise technology.  The presence of all our business units in this region makes the Middle East a key pillar and reflects the confidence our customers have placed in us for twenty years.“

“Our investments in agentic AI, conversational UX, and platform innovation are designed to deliver enterprise applications that are intuitive, secure, scalable and integrate regional nuances,” Bilagi added. “We also focus on customer-focused initiatives like local deployment and training because every digital journey is, at its core, a human journey. The region is setting global benchmarks, and we are proud partners of the next era of enterprise innovation.”

Over the past two decades, Ramco has partnered with leading enterprises across the region, enabling digital transformation through innovative solutions. Its work in the Middle East has been shaped by sectors and functions that demand precision at scale – payroll, aviation, manufacturing, conglomerates, trading, infrastructure, professional services and logistics – giving Ramco an execution depth that continues to define its competitiveness in the region.

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Vertiv and Caterpillar announce Energy Optimization Collaboration to Expand End-to-End Power and Cooling Offerings for AI Data Centers

Published

2 weeks ago

on

November 21, 2025

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Vertiv, a global leader in critical digital infrastructure, and Caterpillar Inc. (NYSE: CAT), a global leader in power systems, today announced the signing of a strategic undertaking to collaborate on advanced energy optimization solutions for data centers. This initiative will integrate Vertiv’s power distribution and cooling portfolio with Caterpillar’s, and its subsidiary Solar Turbines’, product and expertise in power generation and CCHP (Combined Cooling, Heat and Power) to deliver pre-designed architectures that simplify deployment, accelerate time-to-power and optimize performance for data center operations.

A Powerful Collaboration:

This collaboration directly addresses the growing demand for on-site energy solutions that deliver reliable power and cooling. Together, the companies are able to offer a fully integrated solution with validated interfaces and performance, enabling customers to accelerate design, installation and deployment.

  • Caterpillar and Solar Turbines will supply power generation solutions, such as natural gas turbines and reciprocating engines, to deliver dependable, scalable electric power and thermal energy for CCHP.
  • Vertiv will provide a complete portfolio of power and cooling solutions and services, packaged as modular, pre-designed blocks, to shorten design cycles and standardize deployment.

The Customer Advantages:

  • Accelerates Time-to-Power – by utilizing predesigned, modular reference architectures to speed up deployment time.
  • Lowers PUE (Power Usage Effectiveness) – enables improved energy efficiency and carbon footprint because the system is optimized end-to-end: power, cooling, distribution and dynamic load management, compared to traditional design.
  • Global lifecycle support – the offering is backed by the trusted, global service and support networks of both Vertiv and Caterpillar.

“This collaboration with Caterpillar and Solar Turbines is a cornerstone of our Bring Your Own Power & Cooling (BYOP&C) strategy and aligns seamlessly with our grid-to-chip framework by offering resilient, on-site power generation solutions. This is optimal for customers looking to reduce or eliminate grid dependence,” said Gio Albertazzi, CEO, at Vertiv. “By combining our complementary technologies, portfolios and expertise, we are enabling coordinated integration. Our pre-engineered, interoperability-tested building blocks let customers execute design, build and deploy concurrently, with predictable system performance.”

“As AI-driven workloads continue to accelerate, the demand for robust and scalable power infrastructure and cooling is becoming increasingly critical,” said Jason Kaiser, group president of Caterpillar Power & Energy. “Our collaboration with Vertiv will enable us to deliver integrated, on-site energy solutions that lower PUE and meet customers’ evolving needs.”

This initiative directly addresses the growing demand for on-site energy solutions and offers a coordinated, customer-first approach to solution design and implementation. The Vertiv and Caterpillar Memorandum of Understanding (MOU) represents a pivotal step in further refining this ecosystem, enabling customers to overcome energy constraints and deploy optimized AI centers.

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ASUS Presents “Design You Can Feel” at Dubai Design Week — A Multi-Sensory Journey Through Craftsmanship, AI, and the Future of Laptop Design

Published

2 weeks ago

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November 21, 2025

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ASUS Presents “Design You Can Feel”

ASUS has opened the doors to its most immersive exhibition yet, Design You Can Feel, at Dubai Design Week 2025 — where emotion, functionality, and innovation collide to shape the future of personal technology. Featuring the exclusive Zenbook Ceraluminum™ Signature Edition and the world’s lightest Copilot+ PC, the Zenbook A14, the showcase invites visitors to experience how ASUS is transforming everyday devices into objects of desire — built to be felt, owned, and adored.

Held at Atrium Building 5 in Dubai Design District (d3), the interactive exhibit replaces the traditional tech display with a sensory journey — spotlighting not just what ASUS builds, but how it makes people feel. It is a rare chance for consumers to get up close, try the devices, and even purchase them at exclusive Design Week prices.

“Zenbook has always been about design that connects emotionally. With the Copilot+ PC lineup, we’ve reached a new era — one where your device responds to you, understands you, and becomes a seamless part of your creative and personal life,” said Coraline Lin, Marketing Director of, ASUS.

WHAT VISITORS EXPERIENCED INSIDE “DESIGN YOU CAN FEEL”
Zenbook Ceraluminum™ Signature Edition

The centerpiece of the exhibit, crafted from ASUS’s proprietary Ceraluminum™ — a material that blends the durability of ceramics with the weightlessness of aluminum. Available in four finishes inspired by nature, this ultra-premium collectible edition laptop was built to redefine what luxury tech feels like. The tactile experience is unforgettable — and so is the fact that visitors can purchase it on-site.

Visitors can also explore the AL-FORM Furniture Range — a collection of sculptural chairs that explore the materiality of Ceraluminum™. One chair in the collection is made entirely from Ceraluminum™ — and visitors are encouraged to touch, guess, and interact. It’s design that tells a story — and acts as the perfect lead-in to a purchase moment.

To complement the experience, a bespoke Ceraluminum™ Bukhoor burner adds a UAE-inspired sensory layer to the space — signaling ASUS’s deep respect for local culture while showcasing just how far the material can go.

 INTERACTIVE HIGHLIGHTS

“Thincredible Table”

A hands-on disassembly experience where visitors can explore what makes ASUS laptops ultra-thin, ultra-durable, and ultra-desirable — from board design to external finishes. The more visitors understand what’s inside, the more they’ll want to own one.

SUSA by Future Facility

A conceptual piece redefining device interaction — made from oxidized Ceraluminum™ and powered by AI. It challenges everything we know — and want — from modern devices.

Tech-Art Installation by Dr. Ahmad AlAttar

A brainchild of Emirati roboticist and artist Dr. AlAttar, this immersive artwork transforms touch into sound — a symbolic bridge between human emotion and machine response. It embodies ASUS’s message: the future of tech is alive, reactive, and emotional.

EXCLUSIVE DESIGN WEEK OFFERS — AVAILABLE ON-SITE AND ONLINE

For the first time ever, ASUS is uniting a design exhibition with a purchase campaign. Visitors can shop exclusive deals of up to AED 2,000 off on select Zenbook and ProArt laptops — both in-person and through the ASUS eShop.

Featured devices include:

  • Zenbook S16 (UM5606) – 16” Copilot+ powerhouse
  • Zenbook DUO (UX8406CA) – Dual-screen innovation
  • Zenbook A14 (UX3407) – The world’s lightest Copilot+ PC
  • ProArt P16 (H7606) – Creator-grade performance
  • ProArt PZ13 (HT5306) – Versatile 2-in-1 detachable
  • ProArt PX13 (HN7306) – Convertible creator experience

Whether you’re a creative professional, a student, or a tech enthusiast — this is the moment to own the most advanced ASUS laptop at the best price of the year.

Visit ASUS at Atrium 5, d3 — feel the design, fall in love, and take it home.

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