Visual Expo Asia 2015: The future of experiential media

AUTHOR: Inavate

The first iteration of Visual Expo Asia 2015 was held in Singapore at the Suntec Convention Centre from November 5 to November 7, 2015. The show brought together a number of exhibitors that showcased visual solutions ranging from projection mapping, virtual reality, 3D printing and videowalls.

For the professional AV industry, the main focus for the show was on “experiential media”. In a talk on the subject matter Ken Wheatley, director of sales Asia for Christie, explained the term as including visual systems that include mobile content, projection mapping, high resolution images, NFC compatibility, touch support and social media integration.

According to Wheatley, experiential media is being adopted by the retail, hospitality and transport sector especially at airports. He shared case study examples of project where Christie has been involved in providing ‘experiential media’ with the social media wall at Changi airport, Singapore being a particular highlight. Another interesting case study was the Emporium mall in Bangkok, Thailand where projection mapping was used on the façade to drive up sales.

Projection mapping was also identified as a key area of growth by others present at the event. A representative from Circus Maximus, a rental and staging company that also handled event duties for the exhibition, said: “The corporate sector and MICE events are not spending a lot of money anymore in Singapore. Taking that into account we are moving to the ‘lifestyle’ sectors and offering projection mapping services which are in high demand.”

Circus Maximus was not only displaying its prowess by handling show responsibilities for the talks being held at Visual Expo Asia, but also had different projection mapping systems on its stand. In particular, a transparent cube with projected images on the walls and a dancer performing inside caught the eye.

3 Square Media, an integrator, also had its own booth at the show. It highlighted a Leyard videowall that was 4K wide and 1K high driven by RGBLink processors. Showcasing its talents, the videowall had been fitted with a camera and interactive software. As visitors came closer to the display, an invisible tripline was triggered which resulted in speech bubbled popping up on the videowall next to the visitors.

Continuing with the trend of ‘experiential media’, Spectacular Media showcased interactivity for Viewsonic digital signage products. A representative from Spectacular Media commented: “Singapore is a mature market and very saturated. When it comes to digital signage, end-users are looking for something extra and many times this is interactivity. Touch capabilities are in high demand.”

Visual Expo Asia will be returning in 2016.