Art succeeds by connecting with audiences. From the carefully chosen words of a poem to the provocation of a duct-taped banana, artists deploy a multitude of techniques to elicit a response from their audiences. One technique growing in popularity is deploying AV technology to create immersive experiences capable of transporting audiences into the art.

In this edition of The AV Take, we talk to Brian Duffy, Panasonic Connect’s strategic account manager of live entertainment. We discuss how artists and exhibitors are using immersive experiences to entice and enhance their exhibitions before highlighting how Panasonic Connect supports immersive experiences with cutting-edge AV technology.

Q: How are immersive experiences being integrated with more traditional artistic exhibition/museum experiences?

Duffy: Immersive concepts that were once exclusive to theme parks and specialized venues are now being embraced in more diverse business settings. PBS Studios, a business known for broadcast, has launched its first immersive experience, highlighting the work of Leonardo DaVinci. This will help promote their new educational series on cable and allow for a multi-dimensional experience.

Does this affect consumer engagement?  

Duffy: Yes, in a big way! Consumer engagement is based on making a connection. Many times, the most effective way to do this is through storytelling, which has always been a powerful tool. Immersive storytelling enhances these experiences and allows audiences to feel they are truly part of the story, driving a deeper emotional connection and allowing for memorable experiences.

Q: What Panasonic Connect technologies are being used to create immersive environments? What are the scales of these experiences (i.e., small rooms to large outdoor environments)?

Duffy: Today, immersive experiences come in many shapes and sizes. These are usually built to spec based on the venue requirements. On the smaller side, we see applications in meeting rooms and 3-meter domes (e.g., Igloo Vision, InfoComm, The Elumenati, IAAPA booth) to large city-wide mapping installations (e.g., Blink and Luminex). In many of these cases, we turn to our 4k family of solid-shine laser DLP projectors to get the job done. Laser DLP technology holds the highest confidence ratings in terms of reliability amongst professionals. These projectors are tested to run 24 hours a day in vast environments. For small, medium, and large applications, we offer FRQ series, REQ series, and RQ35.

Q: How does immersive technology expand the artistic canvas? How do artists take advantage of this technology?  

Duffy: Immersive projection allows artists to work in a three-dimensional setting and at a much larger scale. Today, most digital art is viewed on a two-dimensional screen. The new medium brings a heightened sense of drama to their work and enables a much deeper connection to artists and their content.

Is there room for immersive technology to continue expanding in the artistic space? How?

Duffy: Absolutely! As artists and technologists continue to push the tech into new applications, Panasonic and other technology manufacturers will continue to innovate. The new generation of projectors being manufactured by Panasonic are becoming smaller, lighter, and more versatile, without compromising on our industry-recognized image quality or reliability. For example, our RQ7.

Q: Is there anything else you'd like to highlight or would like us to know? 

Duffy: Panasonic has formed a team in North America called Panasonic LiveX. The purpose of this team is to consult with immersive producers in the early stages of their project to help deliver a projection study, connect with a trusted local partner, and secure financing for the project.

Immersive Experiences Offer Audiences New Perspectives

Traditionally, audiences are viewers of art. They observe artists’ creations from a perspective outside of the work. Immersive experiences allow artists and exhibitors to shift this perspective, inviting audiences inside to experience art in a whole new way.

Especially as museums struggle with attendance numbers, immersive experiences offer an exciting tool to drive engagement and achieve the goal so vital to artistic success: connection.