d&b audiotechnik has cut the ribbon on a new immersive technology experience centre (ITEC), located at the iconic Science Museum in London.
Opening in April 2024, this state-of-the-art facility has been designed to attract key stakeholders involved in the ‘realisation and delivery of global experiential projects from all event production sectors’.
The pro audio giant’s investment and commitment to a central London hub is intended to offer the industry access to a vast suite of advanced technologies, deployed across five bespoke studio environments, to inspire and shape the future of audience entertainment, while adding new layers to its education programmes, technology demonstrations and client presentations.
Amnon Harman, CEO, d&b group commented: “This new facility, in support of d&b’s future vision of immersive experiences offers the opportunity for complete sensory engagement through sound, video, lighting and multi-media technologies – encompassing spatial audio, virtual production, virtual reality and extended reality. It will become a melting pot for ideation, collaboration, and innovation.”
The multi-faceted venue features a range of individual spaces including a Sound & Vision Lab equipped with a full-scale d&b Soundscape system visually enhanced by projection mapping and a SmartStage Hybrid.
Furthermore, the Brand Interactive Space and Presentation & Programming Studio will raise awareness of the potential of these technologies when working in private and familiar surroundings alongside an R&D Lab, Production Control room and Lounges which offer a mix of discovery, operational and relaxation areas, including a dedicated meeting area for client engagement.
“The ITEC will provide an exciting destination for many of our international clients, from ambitious creatives and industry leaders to our valued partners and integrators,” Harman added. “It has been meticulously designed so everyone will be able to fully immerse themselves in the creative possibilities and build partnerships for future projects – all presented against the backdrop of London’s iconic Science Museum.”