Page 96 - INTEGRATE MIDDLE EAST - FEBRUARY to MAY 2023

5/18/23, 11:09 AM Integrate Middle East Continues to Drive Business Development with Second Day’s Innovation and Debate | EYE OF ARABIA

Day two of the conference saw the debates continue to include talks on The Critical Role of
Audio in the Workplace, which focussed on developing and sustaining positive work culture
through audio solutions, and eSports as a Serious Business for AV, which explored potential

market opportunities from the titular sector.

Moreover, during the second day of the Integrate Summit stage, Takashi Kudo,
Communications Director of international arts collective TeamLab, reaffirmed that TeamLab
Phenomena Abu Dhabi will be completed in 2024 and is set to be an immersive, inspirational
space at the intersection of art and technology, which will be the first large scale TeamLab

project in the MENA region.

He further discussed how digital technology has transformed artistic expression and liberated it
from physical constraints, as well as ways that digital technology can make interactive art
possible and allow visitors to experience the world around them from a new perspective.

Kudo expressed that, after growing up here, he feels the UAE is like a second home and, once

open, the country’s new 17,000 sqm Phenomena will house an environment that generates
diverse phenomena shapes and forms the featured artworks, within a distinctive curved
architecture that is crucial in giving the artworks a space to develop naturally as if they were life
forms.

The summit’s agenda will continue to focus on key subjects, with the closing stage exploring

business-critical digital signage, phygital stores with XR, content-driven 3D advertising, remote
delivery of events, new revenue streams opened by Pro AV technologies, and more.

Co-located with CABSAT, Integrate Middle East provides a forum to highlight the newest and
most ground-breaking Pro AV technologies through demonstrations, educational sessions, and
debate, as well as inspiring and informing the professional community regarding new trends in

the sector.

Attendees at Integrate Middle East were able to tune into these new business opportunities
and synergies from the many specialist areas that actively engage with Pro AV technology,

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