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
PNY and Do IT Now Form Strategic Partnership at NVIDIA GTC Paris and ISC

PNY Technologies, a global leader in cutting-edge hardware solutions (GPUs, storage, networking and software), and Do IT Now, a specialized expert in High Performance Computing (HPC) and Artificial Intelligence (AI) integration and services, are proud to announce a strategic partnership to jointly develop, deploy, and support turnkey HPC and AI cluster solutions for enterprise and research customers.
This collaboration brings together the best of both worlds:
- PNY’s renowned hardware portfolio, including powerful NVIDIA GPUs, high-performance storage, advanced networking components, and optimized software stack.
- Do IT Now’s deep expertise in system integration, configuration, deployment, and ongoing HPC and AI operational support.
Together, the two companies will deliver complete, ready-to-use cluster solutions that accelerate innovation, simplify deployment, and ensure optimal performance for organizations looking to harness the power of artificial intelligence, machine learning, and high-performance computing.
A Joint Vision for Scalable, Ready-to-Deploy Solutions
In today’s fast-evolving AI and HPC landscape, organizations face increasing pressure to deploy scalable, efficient, and cost-effective infrastructure, but many lack the internal resources or expertise to integrate complex hardware and software environments.
By combining PNY’s technical excellence in hardware with Do IT Now’s proven operational and integration know-how, this partnership aims to provide HPC and AI clusters that are fully tailored to customer needs, covering everything from the hardware to the software stack. It also offers expert consulting and support services to ensure smooth deployment, precise configuration, and reliable long-term operations. Together, PNY and Do IT Now deliver scalable, future-proof solutions designed to grow and evolve alongside customers’ workloads and changing business requirements.
Statements from Leadership
“We are thrilled to partner with Do IT Now to bring the next generation of HPC and AI cluster solutions to market,” said Jérôme Bélan, CEO at PNY EMEA. “Their outstanding expertise in system integration and operations perfectly complements our high-performance hardware and software portfolio, allowing us to offer clients complete, ready-to-deploy solutions that accelerate their innovation journey.”
“This partnership is a natural fit,” added Roberto Strano, CCO and co-founder of Do IT Now. “Together with PNY, we can deliver unmatched value to our clients by combining world-class hardware with expert services, ensuring they achieve maximum performance, reliability, and scalability in their HPC and AI projects.”
Tech News
AVEVA Awarded 2025 Databricks Manufacturing ISV Partner of the Year at Data + AI Summit

AVEVA, a global leader in industrial software driving innovation and sustainability, is honored to announce it has been named as the 2025 Databricks Manufacturing ISV Partner of the Year. Presented at the annual Data + AI Summit, the award highlights AVEVA’s exceptional contributions to innovations in data-powered manufacturing.
Over the past year, AVEVA, in strategic partnership with Databricks, the data and AI company, launched a ground-breaking integrative solution through its CONNECT industrial intelligence platform that redefines how industrial and enterprise data can be unified, analyzed, and operationalized.
This collaboration addresses one of the most pressing challenges in modern industry: turning vast amounts of siloed operational technology (OT) and information technology (IT) data into meaningful insights, while ensuring data integrity, minimizing the development and maintenance costs, and significantly shortening time-to-value.
By using the Databricks Data Intelligence Platform alongside CONNECT, customers can securely unify industrial data with enterprise business systems in an open, governed, and scalable manner via Delta Sharing, Databricks’ open source approach that enables customers to share live data across platforms, clouds, and regions. This enables AI, machine learning, and real-time analytics to be applied to data sets that were historically isolated or underutilized. Manufacturers can now leverage Databricks with CONNECT for smarter decision making, predictive maintenance, demand forecasting, sustainability tracking, safety monitoring and boosted operational efficiency.
“At AVEVA, we’re proud to have established Databricks and Delta Sharing as key foundation-stones of our strategy for our industrial intelligence platform, CONNECT,” said Bry Dillon, SVP of Partners and Commercial Strategy at AVEVA. “Together, we’re enabling our joint customers to access real-time insights, accelerate AI, and deliver tangible outcomes across the industrial landscape. Our partnership with Databricks marks a pivotal moment in the advancement of industrial AI. This collaboration presents a powerful opportunity to accelerate the deployment of AI-driven solutions and drive greater industry-wide collaboration — capabilities that are needed for companies across the industrial sector to stay relevant, remain competitive, and build efficient, sustainable businesses of the future.
“We are thrilled to name AVEVA the 2025 Databricks Manufacturing ISV Partner of the Year,” said Shiv Trisal, Global Manufacturing, Transportation & Energy GTM Leader at Databricks. “As more enterprises leverage data intelligence to solve challenges across the manufacturing and energy industries, AVEVA’s partnership with Databricks is essential to helping organizations everywhere harness the full potential of their data.”
Tech News
FUJIFILM seeks to extend role in region’s economic and technological development with new offices at Expo City Dubai

FUJIFILM Middle East and Africa recently announced the inauguration of its new offices at Expo City Dubai, – an innovation-driven, people-centric community designed as a blueprint for sustainable urban living and the new centre of Dubai’s future. The site will also host the FUJIFILM Technology Center (FTC) to support the training of employees, business partners, and end-users in the Middle East, Africa, Europe, and Asia.
FUJIFILM brings world-renowned expertise and innovations to some of the region’s vital sectors. As a global leader in healthcare, imaging and printing technologies, the firm supplies cutting-edge solutions in the UAE such as innovative diagnostic imaging systems helping raise the standard of care in the country and contributing to its development goals. The company is also preparing to launch AI-driven screening centers (NURA) in the region, reflecting its commitment to early detection and better health outcomes.
Over the past five years, FUJIFILM has more than doubled its number of staff across its offices in the UAE, Saudi Arabia, Qatar, Egypt, Morocco, and South Africa. The establishment of its new offices in the UAE is part of the company’s future-facing mindset, as well as efforts to increase proximity to end-consumers and key partners. The company also recorded impressive annual performance in 2024 and is looking to repeat the feat this year with an expected double-digit growth.
H.E. Ken Okaniwa, Ambassador of Japan to the UAE, said: “We welcome the inauguration of FUJIFILM’s new offices and Technology Center in Expo City Dubai. This new investment by Japan’s top company in healthcare, imaging and printing reflects the excellent relations between Japan and the UAE as well as the strategic position of the UAE as a global hub for business. I look forward to FUJIFILM’s technologies contributing to better healthcare, promotion of industries and human capacity development.”
Manal AlBayat, Chief Engagement Officer, Expo City Dubai, said: “With its technologies used in vital sectors and its commitment to knowledge-sharing, FUJIFILM’s choice of Expo City Dubai for its new offices and Technology Center reinforces the city’s position as a hub for global businesses driving innovative solutions in the UAE and beyond. We are proud to welcome FUJIFILM to our innovation- and sustainability-focused community – an ecosystem where like-minded entities collaborate to drive meaningful progress.”
The FUJIFILM Technology Center (FTC) is equipped with a comprehensive range of FUJIFILM solutions for live demonstrations, allowing visitors to try and test multiple products and services.
Underscoring the global importance of the center for the company, Masataka Akiyama, President and CEO of FUJIFILM Europe, also stated: “Our investment in the new offices and FUJIFILM Technology Center is a powerful enabler for product showcases, including a full-fledged center with hands-on training and lectures delivered by professionals in the UAE, Egypt, and Morocco. We are now also inviting imaging and printing experts to our new Dubai office space to facilitate the exchange of ideas and support the delivery of unrivaled solutions to our customers. The FUJIFILM Technology Center will be invaluable asset in the efforts to leverage our rich heritage of innovation and continue to serve as a benchmark for progress in the region.”
Michio Kondo, Managing Director of FUJIFILM Middle East and Africa, commented: “With the opening of our new offices at Dubai Expo City, FUJIFILM is starting the next exciting chapter of our success story in the Middle East. As we look to deepen our contribution to the region’s prosperity and the wellbeing of its people by providing value through innovation and purpose-driven growth, our new space will be a focal point for co-creation, training, new partnerships, and the development of high-tech solutions to help enhance lives and economies.”
At the end of last year, FUJIFILM signed six Memorandums of Understanding (MoUs) with prominent healthcare and medical institutions in Saudi Arabia. These partnerships aim to enhance healthcare solutions by promoting digitalization, improving efficiency, and delivering better patient outcomes, underscoring FUJIFILM’s enduring collaboration with regional and Saudi organizations. FUJIFILM Middle East and Africa will also extend its commitment to the development of the region’s talent, with plans to introduce new hires to support FTC operations and cement the company’s leading role in knowledge sharing.
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