In a bold stride towards the future of audience engagement, d&b group, a frontrunner in event technology, has lifted the curtains on its groundbreaking immersive technology experience centre (ITEC) nestled within the illustrious Science Museum in London. This innovative hub is anticipated to become the cornerstone for stakeholders in event production, fostering an environment where sensory engagement and technological advancement converge.
The ITEC, welcoming guests from April 2024, is not merely a facility but a visionary space designed to redefine the entertainment experience. d&b’s strategic decision to root this centre in the heart of London echoes its commitment to enhancing global experiential projects. The centre is poised to become a crucible for creativity and technological prowess, providing industry professionals with unparalleled access to cutting-edge tools and environments.
Amnon Harman, CEO of d&b group, describes the ITEC as a catalyst for “ideation, collaboration, and innovation,” fully equipped to enable complete sensory engagement. This commitment manifests through the centre’s five unique studio environments, each offering a distinct canvas for orchestrating immersive experiences that enthral the senses and ignite the imagination.
The Sound & Vision Lab, bedecked with a state-of-the-art d&b Soundscape system and augmented by captivating projection mapping, is the cornerstone of this auditory odyssey. Accompanied by the SmartStage Hybrid, the lab is designed to exemplify the seamless integration of sound, video, and lighting.
A Brand Interactive Space and Presentation & Programming Studio will elevate awareness of the profound potential these technologies hold. By operating in spaces that resonate with intimacy and familiarity, the ITEC aims to nurture an ecosystem where private collaboration can flourish into a public spectacle by operating in spaces that resonate with intimacy and familiarity.
The venue’s multifaceted nature is further accentuated by the inclusion of an R&D Lab and a Production Control room, representing the pinnacle of operational excellence. Alongside these are spaces dedicated to relaxation and engagement, including Lounges and client meeting areas, underscoring the belief that innovation is as much about the environment as it is about the technology.
Harman envisions the ITEC as a destination for the international community—creatives, industry pioneers, partners, and integrators—facilitating a collective dive into the creative potential that these spaces offer. The ITEC is meticulously crafted, allowing every visitor to immerse themselves fully in the art of the possible and to foster partnerships that will lay the foundation for future endeavours.
Set against the iconic backdrop of London’s Science Museum, a monument to human ingenuity and creativity, the ITEC stands as a beacon of modernity and a testament to d&b group’s commitment to propelling the entertainment industry forward. It is here that the practical and the possible meet, where visions are forged into reality, and where the future of immersive technology is charted.
As d&b group inaugurates this temple of technology, it sets a new benchmark for what it means to engage audiences. The ITEC is not just about showcasing technological prowess; it’s about creating an epicentre of experience where each visit leaves a lasting impression on the soul of the creator and the spirit of the explorer. It is here that the group’s slogan, “EXPERIENCE IS EVERYTHING”, transcends its role as a motto and becomes a palpable reality, echoing through the halls of one of the most innovative cities in the world.
