Tech News
Beyond screens and speakers: How AV integration is crafting unforgettable customer experiences in MENA region
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
Vertiv™ Coolant Distribution Unit qualified as NVIDIA DSX Ready for AI Factory Infrastructure
Vertiv (NYSE: VRT), a global leader in critical digital infrastructure, today announced the 2.3 MW Vertiv™ CoolChip coolant distribution unit (CDU) model has qualified as a NVIDIA DSX Ready CDU. The 2.3 MW CDU model is the first CDU to qualify specifically as NVIDIA DSX Ready. Vertiv is among the initial providers of qualified CDU solutions in the NVIDIA DSX Ready program, which enables AI factory builders to identify specific power and cooling products that meet applicable NVIDIA DSX requirements.
“The scale of AI deployment is forcing a more integrated approach to data center infrastructure,” said Scott Armul, Chief Product and Technology Officer of Vertiv. “Compute, power and cooling decisions can no longer be made independently. A constraint on any one of those systems can limit the performance and productive capacity of the entire facility. NVIDIA DSX Ready gives customers a more consistent basis for evaluating critical infrastructure within that larger design.”
Armul continued: “The qualification of Vertiv’s 2.3 MW CDU model reflects our continued focus on providing the thermal building blocks, engineering expertise and lifecycle support customers need as they plan and operate increasingly complex AI environments.”
A coolant distribution unit, or CDU, manages the flow and temperature of liquid used to remove heat from high-density computing systems. The DSX Ready 2.3 MW model is part of Vertiv’s liquid-to-liquid CDU portfolio, supporting direct-to-chip and rear-door heat exchanger applications and designed for installation at the end of a row or along the room perimeter.
Connecting AI factory design to qualified cooling products
AI factories are data centers designed to develop and operate AI models and applications at scale. As computing density and infrastructure scale increase, power, cooling, water, site and grid constraints increasingly influence what builders can deploy.
The NVIDIA DSX AI Factory Platform unifies AI factory design and operations across compute, networking, power, cooling, facilities and software. It helps partners design and operate the factory as one system to support AI output within available power, cooling, water and grid constraints.
NVIDIA DSX Ready connects specific products to applicable NVIDIA DSX requirements. For CDU providers, the program uses the NVIDIA CDU self-qualification suite to determine whether a specific offering meets applicable functional requirements.
Qualification does not replace the engineering required for a particular site or configuration, and customers must still determine how a qualified product will fit within their facility design, system configuration and operating requirements.
For more information about the Vertiv portfolio of power, cooling, infrastructure, IT systems and services for critical digital applications, visit Vertiv.com.
Tech News
Abu Dhabi Projects and Infrastructure Centre and PATRIZIA sign strategic partnership to support infrastructure investment and development
The Abu Dhabi Projects and Infrastructure Centre (ADPIC)and PATRIZIA, an investment manager in real assets, have signed a strategic partnership to deepen cooperation around infrastructure investment and project delivery in the Emirate of Abu Dhabi, drawing on PATRIZIA’s wider real assets expertise.
The strategic partnership was signed during the Abu Dhabi Infrastructure Summit (ADIS) International Roadshow at EXPO REAL 2026 in Munich by His Excellency Eng Maysarah Mahmoud Salim Eid, Director General of ADPIC and Hassan Awada, Senior Executive Officer, MENA at PATRIZIA.
ADPIC sits at the centre of Abu Dhabi’s capital-project programme, coordinating planning, governance, and delivery across approximately 500 projects valued at more than AED 200bn, equivalent to more than USD 56bn. The programme spans housing, transport, culture, education, social infrastructure, and the wider urban systems supporting Abu Dhabi’s long-term growth, livability, and economic competitiveness.
The agreement also reflects the wider objective of the ADIS International Roadshow by connecting Abu Dhabi’s infrastructure ecosystem with international partners that bring specialist expertise and long-term capability, while deepening engagement with Germany and Europe. The partnership establishes a framework for PATRIZIA and ADPIC to exchange international expertise and explore areas where private-sector participation can strengthen project delivery and long-term value creation. This includes dialogue around public-private partnership structures, sharing international best practice in infrastructure financing and delivery, and exploring potential investment and co-investment opportunities arising from Abu Dhabi’s capital projects programme.
The two organisations will also cooperate on market insight, benchmarking and technical studies relevant to infrastructure investment and project delivery, while exploring ways to support greater international participation, knowledge exchange, and access to specialist capability across Abu Dhabi’s ecosystem.
H.E. Eng. Maysarah Mahmoud Salim Eid, Director General of ADPIC, said: “Abu Dhabi’s infrastructure programme requires partners that bring proven international capability, market insight, and a long-term commitment. Through this partnership with PATRIZIA, we will explore how that experience can support private-sector participation, strengthen project delivery, and create long-term value. This is exactly the type of practical international cooperation the ADIS International Roadshow is designed to advance.”
PATRIZIA has worked with institutional investors and partners in Abu Dhabi for 15 years, building long-term relationships across the Emirate. The recent establishment of a permanent presence in the Abu Dhabi Global Market (ADGM) marked a further step in that commitment, strengthening PATRIZIA’s ability to work with regional investors and partners and connect them with its international real assets platform.
Asoka Wöhrmann, CEO of PATRIZIA, said: “Abu Dhabi has established itself as an important centre for long-term investment and infrastructure development. Our teams have worked with clients and partners in the Emirate for the past 15 years, and our decision to establish a permanent presence in Abu Dhabi reflects the importance we attach to that relationship. We have seen first-hand the scale of its ambition and the increasingly important role that international expertise and private capital can play. This partnership creates a framework through which PATRIZIA can contribute its experience across real assets while deepening our longstanding relationships in Abu Dhabi.”
Hassan Awada, Senior Executive Officer, MENA at PATRIZIA, said: “Abu Dhabi is developing into a significant market for infrastructure and real assets investment, supported by major infrastructure pipeline and a clear focus on attracting international investment and expertise. Our partnership with ADPIC gives us an opportunity to closely support on delivering these priorities and to explore where PATRIZIA’s international investment capabilities can support the Emirate’s long-term ambitions.”
The agreement reflects PATRIZIA’s wider strategy of combining its established global real assets platform with selective international growth in markets where it has longstanding client relationships and relevant investment expertise.
Tech News
NetApp to Showcase AI-Ready Data Infrastructure as CEO George Kurian Takes the Stage at Ai Everything Abu Dhabi 2026
NetApp® (NASDAQ: NTAP), the Intelligent Data Infrastructure company, will exhibit at Ai Everything Abu Dhabi 2026, taking place on October 6 and 7 at ADNEC Centre in Abu Dhabi. The event will also feature George Kurian, Chief Executive Officer of NetApp, who will take part in a fireside chat on the Summit Stage titled, “Can AI Be Trusted? The New Architecture of Sovereign, Secure and Safe AI.” As AI moves from generating answers to taking action across the enterprise, Kurian will explore why trust must extend beyond the model to the data, infrastructure and systems AI can access, as well as the growing importance of security, data sovereignty and governance.
At the centre of NetApp’s presence will be the NetApp Platform, designed to provide enterprises an intelligent, connected, governed foundation that delivers zero-copy access to their data. Customers can quickly and confidently access, manage, and activate their data and be confident it is AI-ready and secure so they can take on the most demanding tasks and solve the most complex problems. In addition to being available on-premises, the NetApp Platform is natively embedded in the world’s largest public clouds. As organizations move AI initiatives from experimentation into production, having data that is accessible, governed and protected becomes increasingly important to scaling AI securely and efficiently.
“Abu Dhabi’s ambition to become an AI-native government reflects a broader shift we are seeing across the Middle East, where AI is rapidly moving from experimentation to large-scale deployment. But scaling AI is ultimately a data challenge. Organizations need trusted, secure and accessible data wherever it resides. The NetApp Platform provides the foundation customers need to build Intelligent Data Infrastructure that enables them to move from AI ambition to real business outcomes, securely and at scale.” said Suhail Hasanain, Senior Director and General Manager, MEA at NetApp
During the two-day event, NetApp’s regional and global experts will engage with industry leaders, partners and customers on building AI-ready infrastructure and addressing the data and infrastructure challenges that can prevent AI projects from progressing into production.
Visitors will have an opportunity to hear the latest developments from NetApp INSIGHT 2026 in Las Vegas, one of the company’s key events focused on tackling today’s biggest AI and technology challenges with intelligent data infrastructure.
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